E-commerce in the Travel Industry: Kari Aanonsen, Cand Scient Product Definition and Research Braathens ASA Per Myrseth, Cand Scient Researcher Electronic markets Norwegian Computing Center E-commerce in the Travel Industry ENTER2000 - Barcelona 26 April 2000


Kari Aanonsen, Braathens ASA: Kari Aanonsen, Braathens ASA Braathens ASA Handles about 5 mill passengers a year Mainly domestic Norway, plus Schipol and some UK Part of the NWA, KLM, Alitalia alliance E-commerce since 1997: Booking and SET - April 1997 Frequent flier - January 1998 e-pass ticketless - 1999 Movbile e-commerce, WAP - May 2000 Background Kari Aanonsen Cand Scient in information technology in 89 Research scientist at Norwegian Computing Centre 89-97 Product Definition and Research at Braathens since -97


Per Myrseth, Norwegian Computing Center: Per Myrseth, Norwegian Computing Center Norwegian Computing Center Applied research and development Department for Electronic Marketplaces and Business Development Research programme: Open Networks as the Future Marketplace Background Per Myrseth Worked, studied and done research in Ecommerce since 1992 Contact information www.nr.no www.nr.no/home/pmyrseth per.myrseth@nr.no


Agenda: Agenda 15:00 - 15:10 Introduction 15:10 - 16:10 Strategic and commercial development 16:10 - 16:30 Q & A - Discussions 16:30 - 17:00 Break 17:00 - 17:30 E-commerce architecture 17:30 - 17:45 Q & A - Discussions 17:45 - 18:15 Mobile e-commerce 18:15 - 18:30 Q & A - Discussions


Strategic and commercial development: Strategic and commercial development E-commerce in the travel industry What is e-commerce in the travel industry Why e-commerce Main challenges and opportunities Integration, CRM, personalisation How e-commerce changes the travel industry Trends and case studies New entrants and new business concepts Traditional actors in the industry Hotels, agents, GDSes, airlines Corporate travel management


What is e-commerce? (Butler Group -99): What is e-commerce? (Butler Group -99) E-business is what happens when you combine the broad reach of the Internet with the vast resources of traditional information technology systems. It is dynamic and interactive. (IBM) The application of advanced information technology to increase the effectiveness of the business relationship between trading partners. (Automotive Industry Action Group) The enablement of a business vision supported by advanced information technology to improve efficiency and effectiveness within the trading process. (EC Innovation Centre)


E-business 1998 to 2000 : E-business 1998 to 2000 Few firms are rethinking their business models Most firms remain stuck with the first stage: Simple electronic publishing of corporate and product info Few have actually moved to next step: True electronic commerce - electronic ordering and payment Even fewer have moved to the third step: Business transformation in cyberspace (Professors Soumitra Dutta and Arie Segev, Berkley -98) Today business and industry transformation is starting No big “magic” changes but various steps and actions The tutorial will focus on these changes throughout the industry


Consumer use of the internet for travel is booming (Travel Industry Association of America): Consumer use of the internet for travel is booming (Travel Industry Association of America) One in 10 US travelers book online 1999 1998 1997 1996 Internet booking 16,5M 6.7M 5.4M NA % increase in -99 - 146% 206% NA Internet for trip planning 1999 1998 1997 1996 Trip planning 52.2M 33.8M 11.7M 3.1M % increase in -99 - 54% 346% 1 583% Look-to-book ratio improved Nearly 1/3 of the lookers also book in 1999 up 20% from -98 Security is the main concern for the 2/3 who don’t book


More numbers on travel e-commerce: More numbers on travel e-commerce Online share of total travel sales - US (PhoCusWright 1999 yearbook) 3% of total travel sales in 1999 is online 8% of total travel sales will be online in 2001 Airline tickets are dominating $583 in on-line booking in the US in January 2000 Air Hotel Car rental $318 mill $164 mill $101 mill 20% of European business travelers have bought online (NOP - UK) 72% will consider to use the internet to arrange their trips


Key drivers for the travel industry: Key drivers for the travel industry More convenient for customers (faster, easier) Customer demand? New business opportunities for intermediators Deregulation for airlines Increased competition No-frill carriers Cost saving Technological development - new opportunities Technology push?


E-commerce in the travel industry: E-commerce in the travel industry B2B e-commerce in the industry for years Inventory (CRS) linked though distribution (GDS) to retailers (agents) and financial settlement through ARC and BSP Centrally hosted and controlled around the GDSes Todays e-commerce on open networks including customers Distributed systems of information sharing Independent businesses link together - direct access to consumers Product exposure and web-prices GDS display of airline prices and availability must be given equal display due to to EC and DOT rules and regulation Main travel websites connected to GDS’es CRS/vendor and independent sites not subject to the rules Non-air product exposure depend on GDS web-channels


E-commerce challenges and opportunities: BA’s ambitious e-business goals requires: “getting the product, the business decisions and the pricing policies right” “() it’s about execution and back to basics reliability. It’s about scalability”.() It’s not about clever ideas …. “e-service” based on monitoring passenger location and consumer habits “e-working” - development of new services though time boxing and multi functional groups (Pat Gaffey BA Head of e-commerce operations) E-commerce challenges and opportunities


E-commerce challenges and opportunities: Integration of old systems and new services For every £1 spent on e-commerce, between £5 and £50 will have to be spent on developing the systems to provide the necessary “glue” Integrated e-business should be scalable and have as little impact as possible on existing applications that rely on back-of-shop supply chain systems (Gartner Group March) Infrastructure, procedure and a solid customer database IT issues are paramount, especially the integration of legacy applications into an e-business system (Computer weekly - January) E-commerce challenges and opportunities


E-commerce challenges and opportunities: Customer Relationship Management Direct link to individual customers “There is an important need for travel companies to have a customer relationship strategy in a world of increased competition and greater buyer sophistication” “The need to have a customer focused strategy to retain loyalty and win repeat business” 15% of Travelocity customers also visits Preview Travel, 23% visits expedia, 10% visits lowestfare (Nielsen/Netratings May 99) E-commerce challenges and opportunities


Customer Relationship Management: Customer Relationship Management A broad range of definitions Enhancement of services by hoteliers Integration of airlines databases to create a single customer record The need to have a customer focused strategy One-to-one marketing and the facilitation of multiple remote direct interactions. Using internet for personalised customer contact and supply of information to callcentres An operational customer database should be at the centre of a CRM programme Included active history, demographic profile, booking preferences, hobbies and interests.


How e-commerce changes the travel industry: How e-commerce changes the travel industry More direct sales Mainly for “nofrill” airlines and simple products GDS bypass More agent sale online for hotel and car New intermediaries Online travel agents - Expedia, Travelocity etc. E-commerce start-up companies selecting travel New business concepts Demand collection (Priceline), auctions, lastminute etc.


New entrants - Online Travel Agents: New entrants - Online Travel Agents 4 major on-line travel agents dominated in -98 Travelocity.com, Expedia, ITN/GetThere.com, Preview Travel Sold for nearly $ 1 billion last year Travelocity.com increased sales nearly three times in 99 $285 in1998 vs. $808 on 1999 The 19th largest travel agency in 98 - no.9 with 99 results Merged with Preview Travel - Combined sales of $1.2 bill in 99 Trading on NASDAQ - 70% Owned by Sabre, 30% public GetThere.com tripled number of bookings from last year 147 000 i 3Q 1998 vs. 433 000 in 3Q 1999 Growth in corporate travel accounts and use of corporate selfbooking software


Online travel agents - US (PhoCusWright 1999 Yearbook): Online travel agents - US (PhoCusWright 1999 Yearbook) Online travel agents will handle 6,3% of all agent booking in 2001 1% in 1998 2,6% in 1999 4.4% in 2000 6,3% in 2001 Online agents will maintain their share of online market They handle 52% of all sales vs. supplier web sites Online agents share of air ticket bookings will drop from estimated 76% in 1999 to 65% in 2001


New Business Concepts: New Business Concepts Auctions Demand collection Customer specifies price, suppliers accept or not Priceline (airlines), HaggleWithUs (hotels) Lastminute sales LastMinuteTravel.com - US Lastminute.com - UK Discounted fares on long-houl Farenet.ie - Ireland


Priceline.com: Priceline.com Demand Collection - Reverse auction Customer makes a bid for a ticket Priceline.com lets the airline decide if they accept the bid Launched about two years ago Billing $400 mill a year in airline tickets and $100 in hotel rooms Brand Shield Airline name is revealed after booking is made Cheaper than airline sites and online agents Test April 2000 : Oslo - New York 1 week Airline 1 and 2 -> 9 573,- NOK and 7 250,- NOK Expedia and Travelocity -> 5 418,- NOK and 5 350,- NOK Priceline -> 2 975,- NOK (from airline 1)


Lastminute.com - UK : Lastminute.com - UK Handles last minute request from customers Guaranteed lowest prices everywhere (Travel Weekly Jan 24 2000) Launched in Oct. 98 600 000 user and 14.5 mill page visits a month by Jan 2000 Cheap deals with carriers, hotels and tour operators Partly brand shields Company name revealed after booking is made Civil Aviation Authorities demands earlier revelation Commission 55% commission for hotel booking (Travel weekly (UK) Jan 31) Furious agents Lastminute.com’s fares not available to them


LastMinuteTravel.com - US: LastMinuteTravel.com - US eMediary marketplace Pipeline for airlines and others Post just released inventory Book directly from supplier website Partner with yield system provider


Farenet.ie - Ireland: Farenet.ie - Ireland Web site for discounted fares on long-haul Launched September 99 A number of airlines has signed up Air France, BA, Air Canada,JAL, KLM, SAS, Iberia, Gulf Air,Malaysia Airline, Singapore Airline, United


Haggle With Us from ETravelNet: Haggle With Us from ETravelNet For bargaining special hotel prices Internet and phone integration Customer specifies request on the net Hotel handles the request through buttons on the phone Accept, Stand firm or Make a counter offer Customer pays as soon as he/she has accepted Integrated in agent site or stand-alone Agent commission if integrated 12-35% transaction fee from supplier No brand shield (Travel Weekly (US) Dec 27 -99)


Hotels on the net: Hotels on the net Increased booking of hotel rooms though Pegasus 2.1M bookings in 99 compared with 0,75M in 98 Different booking pattern online and off-line (PhoCusWright) Offline: 21% goes through agents and 71% directly Online: 47% through online agents and 53% directly The Hilton Hotels Only 2% of the bookings where made on-line Invested $17M on the Hilton web site Warnings against web discounts (Carterer and hotelkeeper 3.02.00) May damage relationships with corporate customers May lead hotels into a “savage discount culture”


Traditional agents: Traditional agents “Bricks and mortar operators get their act together” Branded travel sites such as the relaunched Thomas Cook will become popular. “There will be a big fallout among on-line companies when the bricks and mortar operators get their act together” Will add online booking facilities within the next few months Start-ups such as lastminute.com, Expedia and e-Brookers have got a head start but …Thomas Cooks brand TUI relaunches Will offers its entire packages holiday program and lastminutes as well as flights on scheduled and charter carriers at regular, special and consolidated prices. (418-7)


Traditional agents - cont.: Traditional agents - cont. Traditional agent sold to online agent - UK Amersham Travel sold to Travelstore.com. ”For us to be aiming to be the survivors on the market in two, five or perhaps ten years time we would have to make a major investment in on-line technology” Half of their 400 business travel accounts will be served online in the next few months “Clients have told us they want access to online booking” Carlson Wagonlit names digital business chief. The agency aims for end-to-end travel management Hogg Robinson set up new e-commerce unit


Traditional agents - cont.: Traditional agents - cont. WorldTravel Partners in Atlanta Third largest in the US and fulfilment centre for Expedia. Expects to issue more air tickets this year for web sales then in “our traditional agency”: Projects 7 mill ticket over internet this year 6 mill in traditional agency, 3 mill phone calls and 3 mill e-mails Transaction cost $5-10 on internet vs $30 - 50 for traditional. Makes money but 20% of what they make on trad channels 99% from individual consumers or businesses with no travel management company Gets 0.5 phone calls pr. internet transaction vs 3 per traditional


GDS - Galileo: GDS - Galileo Launch new consumer web site (Galileo.com) Special web deals for consumers Galileo provides ticketing and handles fulfilment Suppliers pay lower commissions for these deals “Facilitates supplier’s relationship with consumers” Acquires Trip.com Adds service for business travellers Includes FlightTracker which tracks airline flights in the US One-stop-shopping required for profitable service Consolidates assets into one company Cost savings are the key driver


GDS - Amadeus and Worldspan: GDS - Amadeus and Worldspan Amadeus Positioned as technology provider, as well as travel information service Amadeus technology used in 3000 travel agent sites and by 55 airlines Worldspan Worldspan buys 25% of XTRA Online ”managed corporate travel is an important segment” Xtra Online is on 250 000 corporate desktops Merge with Worldspan Trip Manager (which has 850 customers) Launched e-ticket in Europe Available for Worldspan agents in UK For e-tickets from BA, United and TWA


Airlines and E-ticketing: Airlines and E-ticketing e-tickets important element of airline e-commerce Braathens doubled internet sales twice in the 6 months after e-ticket introduction US Issue of e-tickets outstripped paper tickets in Aug 99 48 % of all agents transaction through was e-ticket ultimo 99 33 % ultimo 98 Europe - UK survey 12% increase in number of e-ticket users compared to 99 87% said they would consider using e-ticket in the future Not general interlining yet Alliance interlining introduced first


Airlines: Airlines BA - High expectations and ambitious plans Wants 50% of airline revenue to come from internet in 2003 e-services and e-working important element in the strategy New services Database for London hotels, extranet for agents Lufthansa - extends type of services Plans online travel agency - hopes to begin offering package holidays online later this year Plans to double direct sales to 14% Aims to double its internet sales Sets up a separate web-site for online bookings by business travelers


Airlines - cont.: Airlines - cont. Delta - focus on business travelers Enables business travelers to book corporate fares Offers special web fares which will count toward both revenue and market share goals Enable online tracking of both shares and revenue 4% of revenue from Delta’s web today, planned 18% by 2004 Move from 70% agent sales today An airlines exclusive web booking environment restricts the view of fares available AA - service for group and meeting Post a calculator of its zone fares for group and meeting travel on Event.Source.com


Airlines - cont.: Airlines - cont. Braathens - Significant growth with e-ticket introduction 5.5 mill NOK in 1Q 1999 8.8 mill NOK in 2Q 15.6 mill NOK in 3Q - e-ticket marketing campaign 34.0 mill NOK in 4Q SAS - Major investment in relaunched service Invested 30-40 mill NOK in new web-service Relaunched web in October 1999 Plans to main Scandinavian travel portal Presents products from other carriers as well Sold tickets for 50 mill NOK after 3Q 99 Wap service with SMART and Ericsson


Airlines - cont.: Airlines - cont. Alitalia extends booking capabilities to US travelers Chose GetThere.com for corporate customers in US Northwest Airlines offers web check-in Seat confirmation, print out of boarding pass and upgrades from laptop Give customers added incentive to use NWA web site instead of agent Ryan Air expands to one-stop Expands to one-stop web site with insurance, hotel accommodation and car rental 60/40 phone/internet - goal is to increase internet sales Easyjet with 63% internet booking ultimo January


Airlines - cont.: Airlines - cont. Business traveler book no-frill on the net 38% booked on internet vs. 33% on the phone i 1999 British Telecom to offer internet with e-mail on inflight 66% of business traveller carries laptops Ready for test ion early 2001 IATA top 10 wish list had e-mail as no 5 and web as no 7 Airline portals in the US and Europe Just over half the buyers purchase directly from airline Portals (major online agents) account for 39% of buyers 10 European in Online Travel Portal 4 American in T2 (Delta,United,MWA and Continental) Planned launch in summer 2000


Corporate Travel Management: Corporate Travel Management Target for suppliers, agents and system providers More price conscious - 44% chose flight based on cost No “killer application”, a number of services offered Delta Corporate fares, special web fares count towards revenue and market share goals, travel manager info XML standard format for profile info from OTA Transfer of records when corporate change agent or GDS Compile corporate databases from diverse systems Build direct links to preferred suppliers


Corporate Travel Management Systems: Corporate Travel Management Systems More functionality than consumer booking systems Booking of both air, hotel, car etc Travel policy - preferred supplier, price/service range Access to corporate agreed fares, add to corporate volumes Accounting, reporting, settlement services Travel manager functions Large potentials for corporations Enforce travel policy (main goal in Europe) Save time on booking process Reduced agent/service cost (main goal in US) Employees may book from home


Corporate Travel Management Systems: Corporate Travel Management Systems Systems mainly available on the US market AXI (Amex and Microsoft) and Sabre BTI dominates E-Travel, Via World Network and Xtra Online (XOL), GetThere GDS products (Trip Manager, Amadeus Corporate Traveler etc.) Hard to implement in the market Changes in ownership and business policy Amex markets GetThere.com instead of AXI for SMEs GDSes buys other systems: Worldspan - XOL, Galileo -Trip.Com Via from travel service provider to system provider Corporate services strengthened in other systems GetThere, Delta with corporate rates


Via World Network: Via World Network Spinoff from Andersen Consulting in 96 Handles 40% of all Anderson tickets (70% by year-end) Advanced e-commerce functionality Direct link to suppliers (6 US airlines) Full sentence speech recognition Pay-at-use Changes in policy Offering services directly to corporations Pull via airlines and agents (oct98) “Intel inside” approach: Technology to travel distributors and travel management companies


Mobile e-commerce: Mobile e-commerce Finnair Timetable,Arrival/departure own flights, FF-info with login, special offers, services (Finnair offices, destinations, loungeinfo), MultiFLYe Swissair Check-in via Wap terminal - confirmed flightnumber, exact departure time, gate and seat number Updated info on departure changes Pilot test from from 16 des. 99 with 600 FF customers Delta Own itineray, departure/arrival, gate and timetable Booking and change in phase 2 Project with IBM for Palm VII ++


Mobile e-commerce cont.: Mobile e-commerce cont. SAS - Only for corporate (pilot?) customers SAS' timetable, Departure and arrival for SAS-flights, Status på EuroBonus Plans confirmation on waiting list (SMS-message) SMARTs WTM - Wireless Travel Management Travel Service - Booking, re-booking and message service Travel Management - Corporate Flight Reservation Mobile Office - e-mail, calender, Internet and company intranet SMART’s Travellink Internasjonal Timetable Widerø Arrival and departure for Widerøe flights Cooperate with Amadeus on booking based on 1A Res


Widerø - Departure and Arrival: Widerø - Departure and Arrival ------Widerø -------- Select airport: Aberdeen Alta Andenes Båtsfjord Bergen Berlevåg Select Back ------Widerø -------- Alta DEPARTURE ARRIVAL Last changed 23.02.00 15:01 Select Back ------Widerø -------- Alta Arrival 14:40 WF932 Tromsø-Hammerfest-M ehamn-Berlevåg-Vadsø New time: 14:45 14:50 WF943 Kirkenes-Båtsfjord 22:40 WF936 Tromsø-Hammerfest Select Back


TravelLink - Timetable: ----Requirements------ From (City or code): [...] To (City or code): [...] Date (YYMMDD): [000224] Time (HHMM): [1300] Search based on: [Departure] Means of transport: [All means] Search timetable Valg TravelLink - Timetable departure, arrival ----Timetable Result---- Oslo - Bergen Friday february 25th 2000 ------------------------------- A, 1300-1355, 0 A, 1345-1435, 0 A, 1400-1455, 0 A, 1400-1510, 0 Hjelp Valg Tilbake ----Details ------ Oslo Airport - Flesland/Bergen 1400-1455, SK319 SAS - Boeing 737 Seats Available ------------------------------ Total trip duration: 00:55 Valg Tilbake


Finnair: Finnair - F I N N A I R WAP -- 1. Flight Schedules 2.Arrival/Departure 3.Finnair Plus 4.Offers 5.Services 6.MultiFLYe Valg Tilbake ---- F I N N A I R ------ Sceduled Flights: From (e.g HEL): [HEL] To (e.g. HEL): [HEL] Day (e.g. 07): [25] Month (e.g. 07) [02] 1.Contimue 2.Help 3.Back] Valg Tilbake ---- F I N N A I R -- ROUTE HEL-STO DATE 25.02 OK Valg Tilbake ------------Flights--------- DATE 25 FEB ------------------------------- AY631 HELARN 0650 0645 ---------------------------- AY933 HELARN 0745 0740 -------------------------- AY643 HELARN 0800 0755 -------------------------- Valg