在线旅行2020（英文版）_16页-1mb

Online Travel 2020: Evolve, Expand or Expire

Core Content

The document "Online Travel 2020" by Sebastien Gibergues, Head of Leisure & Online Travel at Amadeus IT Group, explores the evolving landscape of the online travel industry and presents four key scenarios that could define its future. These scenarios are based on scenario planning and insights from Amadeus' research and global customer workshops. The main goal is to help online travel players understand the potential changes and prepare their business models accordingly.

Main Objectives

The objective of the paper is to help online travel agencies and related players understand the future trends and prepare for them. It emphasizes the need for adaptation, innovation, and strategic rethinking in order to remain competitive in a rapidly changing industry.

Key Scenarios

1. The Rise of Mega Online Travel Retailers

• Description: The convergence of Online Travel Agencies (OTAs) and metasearch platforms is leading to the emergence of large-scale, integrated online travel retailers.
• Key Drivers:
  • Consolidation between OTA and metasearch business models.
  • Expansion into advertising and traffic monetisation.
  • Examples: Expedia's acquisition of Trivago, Priceline's partnership with KAYAK, and CTrip's strategic moves in the Chinese market.
• Impact: OTAs are becoming more than just booking platforms; they are evolving into powerful advertising entities. This shift could lead to increased market share and brand differentiation.

2. Digital Tour Operators

• Description: Traditional Tour Operators are integrating digital technologies to offer a mix of online and offline services, enhancing personalisation and convenience.
• Key Drivers:
  • Increasing consumer demand for ready-made travel packages.
  • The need for flexibility and personalisation in travel services.
  • Integration of digital tools with physical stores and human interaction.
• Impact: Digital Tour Operators are likely to provide a more engaging and seamless travel experience, combining physical and digital elements. They may use technology to offer real-time support and destination services.

3. Mobile Travel Retailer

• Description: Mobile is becoming the primary platform for travel retail, with the potential to replace traditional websites and offer an end-to-end travel experience.
• Key Drivers:
  • High mobile penetration and usage.
  • The rise of mobile-first design and integration of emerging technologies like chatbots, virtual reality, and wearables.
  • The shift in consumer behavior towards mobile-only transactions.
• Impact: Mobile travel retailers could disrupt traditional models by providing an addictive, all-in-one travel experience. They will leverage advanced technologies to enhance user engagement and offer real-time services.

4. The New Travel Marketplace

• Description: A centralized platform where travel suppliers can connect and sell directly to consumers, potentially reshaping the entire distribution model.
• Key Drivers:
  • The influence of e-commerce giants like Alibaba and Amazon.
  • The potential for marketplace-based auctioning and cross-selling.
  • Integration of payment systems and user profiles.
• Impact: Travel Marketplaces could become the dominant model, offering a one-stop shop for all travel-related services. This would challenge OTAs and require them to either adapt or compete.

Technology Transformation

Each scenario requires significant technological adaptation:

• Mega Online Travel Retailers: Revenue management logic, ad content sourcing, and referral content integration.
• Digital Tour Operators: Retail point of sale innovation, sales orchestration, and on-trip services.
• Mobile Travel Retailer: Mobile-first architecture, chat-enabled features, and open payment platforms.
• Travel Marketplace: Travel CRM systems, partner store integration, and mid-office upgrades for innovation and control.

Conclusion

The travel industry is undergoing rapid transformation, and the future belongs to those who are prepared for it. Online travel players must evolve, expand, or risk expiration. The scenarios outlined in this paper highlight the potential for new business models and the need for strategic adaptation. Amadeus encourages its customers to embrace these changes and invest in technology and customer-centric approaches to stay ahead.

Key Insights

• Adaptation is crucial: Companies that fail to adapt to new models and technologies may be overtaken by more agile competitors.
• Technology is the enabler: The integration of new technologies like AI, chatbots, and virtual reality is essential for success in the future.
• Customer experience is central: Personalisation, flexibility, and seamless integration across channels and platforms will be key to retaining and engaging customers.
• Mobile is the future: Mobile-first strategies and mobile-only transactions are becoming the norm, changing how travel is planned, booked, and experienced.
• Marketplace evolution: The rise of centralized platforms could redefine how travel services are distributed and consumed, offering new opportunities and challenges.

Credits

The document acknowledges the contributions of Amadeus' global customers and the Segment Strategy & Innovation team, particularly Pascale Caron, in shaping and validating the scenarios.