Drive to per­son­al­i­sa­tion in Mid­dle East

With the travel and tourism in­vest­ment in the Mid­dle East ris­ing and dig­i­tal con­sump­tion in the UAE and Saudi Ara­bia ex­pected to reach high lev­els of per­son­al­i­sa­tion by 2021, in­no­va­tion in travel tech is sup­port­ing the in­dus­try’s growth through ex­pos­ing t

TravTalk - Middle East - - TECHNOLOGY -

Lead­ing travel com­merce plat­form, Trav­el­port is par­tic­i­pat­ing at the Ara­bian Travel Mar­ket (ATM) from April 24-27, 2017, and will throw light on how travel tech is al­low­ing air­lines and travel agents to meet Mid­dle East trav­ellers’ de­mands, and grow their busi­nesses, by pro­vid­ing a more per­son­alised travel ex­pe­ri­ence with more rel­e­vant travel choices to all the re­gion’s trav­ellers. With to­day’s youngest work­ing seg­ment–the mil­len­nial gen­er­a­tion–es­ti­mated to be­come the largest work­force seg­ment by 2030, travel in­dus­try play­ers in the Mid­dle East are lever­ag­ing tech­nol­ogy to meet the needs of mil­len­ni­als who tend to be higher spenders than their global peers with re­gards to travel.

In the GCC, mil­len­ni­als ac­count for a quar­ter of the pop­u­la­tion and they have grown up sur­rounded by and adapt­ing to tech­nol­ogy. The re­gion’s travel in­dus­try is feel­ing the clout of their spend­ing power al­ready and it is es­ti­mated that mil­len­ni­als in the UAE will gen­er­ate $40,000 av­er­age an­nual gross in­come by 2019 with al­most half of them book travel through mo­bile de­vices. Travel apps have be­come the mil­len­ni­als pre­ferred method of in­ter­act­ing with brands, al­most

1/3 more than past gen­er­a­tions. Mo­bile ap­pli­ca­tions are great plat­forms to cre­ate per­son­alised of­fers.

For air­lines, the key can be the travel be­hav­iour al­ready known to the air­line through past pur­chases tied to the user’s book­ing ac­count.

In the Mid­dle East, lead­ing air­lines such as Eti­had have launched suc­cess­ful travel apps which de­liver in­no­va­tive dig­i­tal travel so­lu­tions for their trav­ellers, im­prov­ing the travel ex­pe­ri­ence. Low cost car­ri­ers strength­en­ing ex­pan­sions in the Gulf such as In­dia’s largest air­line, In­diGo, also pro­vide strong mo­bile re­tail­ing ex­am­ples. Re­search in­di­cates low cost car­ri­ers have high growth op­por­tu­ni­ties in the Mid­dle East. With ris­ing busi­ness and tourism stem­ming from the Gulf, car­ri­ers such as In­diGo have re­cently launched new routes in the UAE and have been key adap­tors of in­no­va­tive tech­nol­ogy to reach new trav­ellers in the re­gion. Speak­ing ahead of ATM,

Rabih Saab, Trav­el­port’s Pres­i­dent and Man­ag­ing Di­rec­tor for Europe, Mid­dle East, Africa and South Asia, com­mented, “Travel tech is an ex­cit­ing place to be right now. We are in­creas­ingly liv­ing in an ex­pe­ri­en­tial world. Mo­bile penetration in the Mid­dle East is astro­nom­i­cal, across the GCC al­most 80 per cent of the pop­u­la­tion are mo­bile sub­scribers. Smart travel brands will con­tinue to look at how mo­bile can help bridge the gap be­tween generic ex­pe­ri­ences and ones where the end-trav­eller feels truly en­gaged and sup­ported. Brands will thrive or de­cline de­pend­ing on the ex­pe­ri­ences de­liv­ered to trav­ellers and how rel­e­vant and per­son­alised these ex­pe­ri­ences are. Trav­el­port’s tech­nolo­gies and unique Travel Com­merce Plat­form is lead­ing the in­dus­try in pro­vid­ing tech­nol­ogy so­lu­tions to en­sure our air­line and travel agency part­ners flour­ish in this piv­otal point in time for our in­dus­try.”

Travel tech is an ex­cit­ing place to be right now. Mo­bile penetration in the ME is astro­nom­i­cal, across the GCC al­most 80% of the pop­u­la­tion are mo­bile sub­scribers

ATM vis­i­tors can ex­pe­ri­ence Trav­el­port’s Travel Com­merce Plat­form in ac­tion at Sheikh Saeed Hall 1 – Stand TT1520.

Rabih Saab

Pres­i­dent and Man­ag­ing Di­rec­tor for Europe, Mid­dle East, Africa and South Asia, Trav­el­port

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