Triometric Blog-Market Insight

Travel Analytics Blog

Welcome to our Travel Analytics Blog for online travel companies covering distribution and operations optimisation for the hospitality (hotels, bedbanks, wholesalers) intermediaries ( OTAs and Metasearch) and airline industries. We share perspectives and insights on what is happening in the industry ad how can help meet specific challenges using performance metrics and analytics.



Airline ticket selling

Airline Digital Transformation based on NDC and Real-Time Data

Airlines want to embrace digital retailing and take back ownership of their customer relations from beginning to end, but to do this they need to transform how they sell to their customers, especially via the agency channel. This means overhauling their current merchandising and ticket-distribution strategies and systems to meet the needs of the various channels available for connecting with…

Trio Analytics - hotel distribution

Hotel Distribution Analytics – Made Accessible for the Smaller Budget

There is a new 'as a Service' on the scene to help online travel companies simplify technology and get the most out of their mountain of search and booking data. Analytics as a Service (AaaS), at its simplest refers to the practise of using Web-based technologies to carry out analysis of large-scale data, opposed to the traditional method of developing…

Benefits of IATA NDC

Benefitting from NDC — the full circle

IATA is busy laying the foundations for a new distribution model with new standards and processes all designed to help airlines regain control of the selling of their inventories and services via the agency channel. It’s all about giving travel agents the same wealth and depth of information at the time of the sale as those airline customers who use…

Using airline shopping data

Leveraging XML Shopping Data

Executive Interview with Jonathan Boffey which first appeared on the Airline Information website and is written by their correspondent, Ritesh Gupta. An omni-channel approach, with consistency across all channels, is the most efficient, most profitable distribution strategy for airlines. But airlines have to make diligent moves to attain such level of proficiency. Data-driven merchandising and API-led distribution are laying strong…

NDC - Joining the data dots

Using Data to join the Dots in a Brave NDC World

N-D-C. There I have used the magic three letters on line one. Three letters which will soon be consumed and superseded by IATA’s One Order but that story is for another day. Talking Points There is a lot of talk out there, by that I mean discussions, presentations and even on occasions heated debates about the changing world of airline…

airline shopping intelligence

Drilling Down on Airline Shopping Intelligence

Part 2 -- To be successful in selling the right products at the right time to the right travellers, it’s increasingly critical for airlines to harness the power of modern merchandising and retailing, especially via the channels they are not able to control.  Part one: "The expanding role of Search Data in Airline Merchandising" defines the overall data framework while this…

search analytics in airline merchandising

The expanding role of search analytics in airline merchandising

Part 1 -- To be successful in selling the right products or services at the right time to the right travellers, it’s increasingly critical for airlines to harness the power of modern merchandising and retailing, especially via those third party channels they are not able to control. This 2-part blog discusses how using real-time data underpins success.  This article defines…

NDC Standard

NDC Standards – the route to industry success

In a recent article on Airline Information’s Ancillary blog (a great place for an insightful read on the topical challenges airlines face in growing ancillary revenues), the writer, Ritesh Gupta, points to the pitfalls of airlines going it alone when adopting API technologies to enable their merchandising e-commerce platforms. In the article Jim Davidson of Farelogix points out that “proprietary…

Designing APIs for analytics

API Design – Unlocking the Value of your Data

In recent years the travel industry has witnessed an explosive growth in APIs (application programming interface). This reflects the rise in online portals selling travel products. These portals help end consumers make their travel plans,—enabling them to browse through rates of various travel products in real time, and make bookings using any type of device, conventional desktop or portable.  Indeed…

look-to-book metric

Look to Book is Out, Revenue Per Search is In

Online travel is bigger than ever. There are some 148.3 million travel bookings¹ made on the internet each year worth US $524 billion². Travel shoppers do not book the first thing they see, they enjoy their ability to search a number of travel options via a number of different devices before they make a booking. This boosts look to book…

Capacity planning

Reducing Mean Time to Resolution MTTR

Companies dependent on critical systems or with globally distributed workforces, outages dramatically affect their productivity and satisfaction with the application service.  Resolving outages and issues quickly is important.  Finding out what’s actually going wrong is often the lion’s share of your resolution time. It’s critical to have instrumentation and analytics for each of your services, and make sure that information…

What is XML

What is XML?

The annual IATA World Passenger Symposium (WPS) is fast approaching in October. One of the major topics on the agenda will be NDC (New Distribution Capability) which is likely to heavily shape how airlines and indeed the rest of the online flight booking world will operate in the years to come. Over the next few weeks we will be publishing…

New Distribution Capability (NDC)

What is IATA’s New Distribution Capability – NDC, and Why it is Needed?

In What is XML, we presented a simple description of XML, the language that will become the framework for IATA's New Distribution Capability (NDC). So what is NDC and why it is so desperately needed now? NDC is a collaborative initiative created by the global airline association IATA to bring airline distribution technology up to date and deliver an environment…

XML is integral to NDC

Why XML is Integral to NDC?

In the first article we looked at what XML is, in the second article, we took a quick look at what NDC is and in this article we will answer why XML is integral to NDC before moving on in the next article to show why it is so popular with online travel companies. In the 70s and 80s airlines…

XML versus Edifact

XML Versus EDIFACT

So far in the previous three articles we have discussed what XML is, what NDC is and why NDC is based on the XML messaging system rather than the pre-internet electronic data interchange system known as EDIFACT. This article addresses some of the key differences between the two to explain why airlines need to embrace XML if they are to…

Why online travel depends on XML

Why Online Travel Depends on XML?

So far in the earlier sections we have looked at i) what XML is, ii) what NDC is and iii) why XML is integral to NDC. In the last article (iv) we touched on the differences between EDIFACT and XML and in this article (v) we discuss why XML is so useful to the travel industry before taking stock of what…

Airline NDC vision

From Disruption to Future Vision with NDC

In the previous 5 articles, we provided the framework for understanding XML, online travel’s adoption of XML and why it is the foundation for IATA’s NDC. To wrap up this series, we will take a quick glance at the future vision that IATA is pushing the industry towards. The NDC initiative has had more than a fair share of suspicion…

hotel room distribution

Hotel Room Distribution: Have You Got The Full Picture?

Already an intricate web of online and offline sales channels, the hotel room distribution landscape has only become more complex as the fragile boundaries between many of these channels have started to blur. Until quite recently, concepts such as “business” and “leisure” could still be counted upon to bring some order – and differentiated pricing, availability and product strategies –…

Hotel Distributors

5 Must Have Insights Hotel Distributors Need To Optimise their Business

Hotel distribution is a complex business with an intricate web of connections linking hotel suppliers to hotel distributors which includes the Global Distribution Systems (GDS), wholesalers, hotel switches, online travel companies and metasearch engines.  Selling travel is very competitive and hoteliers need to supplement their direct sales channels (i.e. brand.com and call centres) with a number of different third party…

NDC control

NDC isn’t just about direct or indirect channels, it’s about being in control

(Written by Airline Information Correspondent Ritesh Gupta on invitation from Triometric) Matching a specific product to the profile of a passenger is a fascinating exercise and increasingly necessary to drive profit. It’s exciting to know how the world of IT solutions, data, analytics, and even schemas all can come together to make a flyer feel special. Of course, if an…

Online Hotel Booking Behaviour

Today the travel supply chain has become highly fragmented, crowded and complex with suppliers of hotel rooms, airline seats, tour packages and cars existing alongside intermediaries. Many of these intermediaries exist to offer travel product suppliers another and sometimes faster route to the end consumers. OTAs, GDSs, B2B Accommodation Wholesalers, Metasearch price comparison sites, branded dotcoms – all are part…

5-digit Look to book

Is Metasearch to Blame for Hospitality’s 5-Digit Look to Book?

The Look to Book ratio is a figure used in the travel industry that shows the percentage of the number of requests to your booking engine per reservation made. This ratio is important to online travel vendors for determining the ROI of their investment strategies to secure those all-important conversions. Back in the good old days, perhaps five years ago,…

Mobile Apps

Mobile Apps for Travel: The Analytical Challenge in this Growing Channel

The use of mobile apps to search and book in the online travel space has grown dramatically over the last five years – from around 2-3% to over 25%. Indeed according to e-marketer, online travel is reaching a tipping point in 2016 when, for the first time, more than half of all online bookings for U.S. travellers will be completed…

Margin Management in travel products

Margin Management Matters in Travel Product Selling

Hotel distribution is complex and margin management is vital. It’s complex because hoteliers need to get the word out as far and wide as possible about their available inventory – before the opportunity to make money out of it perishes, literally. Waiting for people to visit brand.com is one option, but in today’s global competitive market there is a compelling…

Flights Hotels Distribution

Getting More Pie in the Turmoil of Flights, Hotels, Distribution and Mobile

Let’s talk about distribution technologies and how we get the business info we want to help drive decisions. Perhaps focusing mostly on Airlines and Hoteliers, but not excluding the wider travel product market, the supplier organisations in this complex world have multiple classes of channels that they need to manage with an effective way. I think of “classes” as disparate…

Merchandising Analytics

How Merchandising Analytics can help Airlines Master Retailing?

There are encouraging signs that the ambition of merchandising analytics helping airlines master retailing is not just a pipe dream but inching closer to a real and achievable vision. Industry execs around the globe seem to be in agreement that levelling the playing field between the direct and the indirect channel and creating an infrastructure capable of handling content rich…

EMDs - electronic miscellaneous documents in ancillary sales

Electronic Miscellaneous Documents and Paperless Flight Tickets

In this series of blogs on NDC Shopping Analytics we have taken a closer look at the: Emerging Traveller / Airline customer relationship Customer journey to conversion Value of analysing searches as well as bookings Role that PNR analytics can play in customer personalisation We conclude this series with a brief look at Electronic Miscellaneous Documents (EMDs) and how they…

airlines to get to know their customers better

Passenger Name Record – Airlines Know Their Customers Better

Most travellers think in terms of reservations, tickets, boarding passes – but what makes this possible is in fact the Passenger Name Record (PNR) that gets created at the time of booking.  It is not an understatement to say that PNR’s are the lifeblood of air travel, because they hold the complete details of a passenger's booking, including itinerary, contact…

NDC Shopping Analytics

NDC Shopping Analytics (Part 3) – Watching Searches as well as Bookings

Up until now legacy carriers were stuck offering fully loaded services to passengers coming via the third party channel because unpacking the various elements of the service could not be unbundled in the selling process. Today, that is changing and technology (such as shopping analytics) is here that enables them to break the product apart and begin to sell it…

Hotel Distributor RoI

What Value is Analytics to the Hotel Distributor?

At Triometric, we often get into discussions about how to use the system and what returns the system can generate. It turns out that  equating the investment in analytics directly to improvements in revenue can be, at least in a “back of the envelope” manner, very simply calculated for a hotel distributor. Let's assume we are an established, mid-sized hotel…

The customer journey from search to conversion

NDC Shopping Analytics (Part 2) – The Airline Ticket Search Journey

Everything for sale has a price. Low demand generally leads to low prices and high demand generally pushes prices up. When it comes to airline tickets, the price versus demand relationship can get quite complicated behind the scenes. Purchasers are often perplexed by the variation in prices than can occur between searching and buying. The pricing of this perishable product…

Traveller-Airline Relationship

NDC Shopping Analytics (Part 1) – Shopping Analytics from XML Data Streams

Airline distribution and retailing is at a crossroads, as the industry comes to terms with the Internet revolution that has disrupted most industries, none more so than retailing and how to reach and sell to customers. The twin pressures of continuous growth in demand for air travel and the need to find ways to be profitable is propelling the industry…

Timeouts - What they are and how they hit your revenue

Timeouts – What They Are and How They Hit Your Revenue

In buying and selling travel products there are countless applications, servers and networks talking to each other every day 24/7 to make travel requests, receive responses and offers, do deals (confirm deals or sometimes cancel them) and ensure payments end up in the right place. Basically in the world of Internet travel bookings there are an awful lot of messages…

XML API on paper

APIs – The Plumbing of the B2B Travel Industry

The online travel industry is made up of a complex web of distribution channels and networks.  Travel product suppliers such as hotel companies and airlines need to interconnect with aggregators and distributors such as wholesalers, metasearch and GDSs to reach as large an audience as possible for their rooms and seats. Meanwhile suppliers are also becoming distributors not only of…

real-time business intelligence

Real Time Business Analytics Gives a Better Customer Journey

Are your distribution tactics leading to higher customer conversions and lower customer acquisition costs? Every organisation seeks to improve these metrics, but in the world of online travel this could literally be the difference between sink or swim. Put like that, real time business analytics (as opposed to yesterday’s or last week’s results) could be the crucial support buoys that…

4 pillars

Four Pillars of Online Conversion

Our solutions for travel product suppliers and intermediary distributors are built around  'Four Pillars of Online Conversion'. Each pillar a solid foundation for addressing the fundamental need to convert searches into bookings. The high look to book ratio has an impact on system performance, responsiveness and the ability to deliver the right product at the right time. A key objective…

business intelligence for airlines

Business Intelligence – a key ingredient to ‘Happy Customers and Ancillary Revenue

Airline conferences discussing the new world of airline merchandising reveal that airline executives are going through a total ‘out-of-the box re-think’ about what an airline offers to its customers and how it’s products and services are sold. The central question for airlines is how to ensure a “multi-channel strategy with an intense focus on driving higher yield and better volumes.…

Retailing

Good Talking, Relevance and Decisive Retailing — OpenJaw Summit, Dublin

I have taken to writing blogs on my recent conferences and it’s a habit I must endeavour to retain. My most recent conference was OpenJaw’s t-Retailing Summit at Kilashee House in Kildare – a few miles outside of Dublin. In my last blog I had some fun with Vueling’s customer service, and although Aer Lingus managed to turn the one…

reading your data with intelligence

Reading your Data with Intelligence, Part 3 — A closer look at Dashboards

In this 3-part series, we began by discussing why data matters to travel organisations, we went on to summarise the ways that the data that matters can be cleverly visualised  and we conclude with a short appreciation of the dashboard – the window that throws light on the data considered critical for the running the business. The online travel industry is…

dashboard to visualise data

Reading Your Data with Intelligence (Part 2) — How to Visualise Data

The first article in this series briefly explains what we mean by business intelligence (BI) and how it can serve travel organisations. This article focuses more on how to analyse and visualise data, especially XML data in the online travel industry, before taking a closer look at the dashboard in the final article. Analysing XML data streams that flow between…

Data matters to travel

Reading Your Data with Intelligence (Part 1) — Why Data Matters in Travel

We often talk about the power of business intelligence, especially for the travel industry where look to book ratios are soaring, mobile transactions are exploding and the data deluge is overwhelming. It is clear why this data matters in travel. It is the foundation for  online travel companies to structure their customer offerings and distribution channels. Now, intelligent insights from…

XML Intelligence

Time for airlines to use XML intelligence to drive profit

Understanding the passenger shopping journey from searching to buying is a major pre-occupation for airlines in today’s competitive distribution landscape. XML intelligence prompted by IATA's NDC initiative holds many answers to help structure what is sold where and to whom. There is a certain urgency in this when you consider all the new ways of raising revenue that airlines are…

Lake plane-NDC-Low cost in for the long haul

NDC-Low Cost in for the Long Haul

The Economist recently tackled the question of whether the Low Cost Carrier (LCC) model will be able to disrupt the long haul air travel market in the way they have successfully disrupted the short haul market. “Making Laker’s dream come true” asks whether the time and conditions are finally right for a low cost carrier like Norwegian to be the…

Don’t forget the customer when selling air travel ancillaries

I have been following IATA’s New Distribution Capability (NDC) initiative avidly for over a year, firstly from a professional interest (i.e. how it will work) and secondly from a consumer interest as a keen traveller. I get that NDC will enable legacy airlines to unbundle their services and prices and make them available and transparent to their customers across all…

XML insights

The Awesomeness of visualising XML Insights in a BI Dashboard

Online travel business is fast-paced, competitive and swamped in data. XML data and XML insights in particular is what I have in mind. Searching for travel products such as tours, hotels, airlines and cars generates ever increasing look-to book ratios. The more players that participate, the more distribution channels there are for travel suppliers to get their customers from, the more complex…

IATA WPS San Diego conference

The IATA WPS Conference Journey – Aspirations Bridging Reality

The world can be theoretically a great place. I suggest theoretically because in some cases it has that potential and in other instances it already is. But most of the time it is somewhere in between the two. I say this because I have just returned from the major industry gathering of airline executives discussing, among other topics, how traditional…

Metasearch is Better for Travel Suppliers if They Count on the Value of Analytics

Metasearch is Better for Travel Suppliers if They Count on the Value of Analytics

The battle to tilt a traveller’s decision in favour of a specific brand - be it for a supplier or an intermediary - continues to get intense. The focus is on identifying a “lead” as soon as it emerges in the digital domain, and that’s where travel meta-search engines are showcasing their prowess. A travel supplier needs to plan astutely…

Metasearch – Threat or Opportunity

Travel Meta Search Engines – Threat or Opportunity for Travel Suppliers?

Metasearch as a concept has been around for some time, but more recently it has become the hottest trend in the travel industry and the new battleground for winning consumers between the Online Travel Agencies (OTAs) and travel suppliers. Indeed the topic Travel Meta Search Engines – Threat or Opportunity for Travel Suppliers has aroused some healthy debate at recent conferences, such…

Metasearch explosion

The curious case of online travel – OTA consolidation, Metasearch explosion – Is there consumer choice?

There is much media interest in the consolidation taking place in the competitive online travel industry. The spectacle of bigger companies gobbling up smaller companies to become even bigger, can deliver fascinating analysis and proof points. The giant online travel agencies (OTAs) are examples of unwavering focus on their core business of delivering travel products over the Internet to independent…

Big Data

Caught in the Big Data Deluge? – What About Mastering Little Data First

Over the past couple of months, Triometric has had the privilege of speaking alongside distinguished industry leaders in two panel sessions discussing the hot topic of Big Data. The first was a Dataart / TNOOZ Panel (29th May) on Personalisation and Big Data and the second a discussion at the HEDNA Spring Conference in Brussels (12th June) entitled Data, Data,…

Hotel Distribution

Shopping Analytics To Understand Hotel Distribution

The Internet has totally transformed the way travel products are bought and sold. The number and variety of channels and the need for speed being two consequences. Many hotel companies are left wondering if they are selling their rooms through the best channels for maximum return. Why? The pricing strategy for inventory and the choice of distribution channel are inextricably…

The new standard behind Air Travel Distribution

NDC – The New Standard Behind Air Travel Distribution

IATA’s New Distribution Capability (NDC) provides long-awaited standardization for airline dynamic shopping, retail & ancillary revenue generation. It represents a unique opportunity to modernise how air travel is sold, opening up the opportunities for airlines to become more profitable by selling not just seats, but unbundled options such as wifi, lounge access, seat and menu choices, baggage options, etc. Currently,…

push pull models in the hotel supply chain

Push / Pull Models in the Hotel Supply Chain – 4 Key Things you Should Consider

I recently had the pleasure to attend my first HEDNA conference in New Orleans (14-16 January) as a newly enrolled member, and I came away impressed with the welcoming friendliness of other delegates (seemingly the largest gathering for a while). I was also fascinated at the quality of the Connectivity Group’s presentation around the Push / Pull hotel distribution model…

using xml analytics

OTAs – Using XML Analytics to Stay Ahead of the Game

The number of online travel bookings being made continues to grow globally unabated. According to PhocusWright, global online travel bookings are set to reach $330 billion by 2014. Even emerging economies such as South East Asia or the BRIC countries are getting in on the act and demonstrating phenomenal take-up of online travel search and bookings. Increasingly online travel is…

searches lost due to errors

20% of searches lost due to errors … and almost nobody is noticing

Triometric, a leader in XML analytics, has accumulated customer data that shows that, on average, almost 20% of all XML search requests made by hotel channel partners (e.g. price and availability requests from online travel agencies / OTAs, B2B hotel intermediaries etc.) fail due to easily-addressable or preventable errors, such as network, sever or response time issues, or unrecognized elements…

Revenue leakage shown by hole in money

Online Hotel Availability

Online Hotel Availability with missed opportunities that eat up profit margins and impact the bottom line is a serious phenomenon for everyone in the travel supply chain. Revenue often slips through cracks unnoticed. The source or quantity can be hard to pinpoint because of a lack of visibility into two key types of data in online hotel availability: Real-time performance…

transforming airline profitability

Transforming airline profitability – how quickly will IATA’s NDC move from novelty to reality? Part 1

IATA’s New Distribution Capability (NDC) gets the thumbs up (finally) from airline distribution stakeholders for transforming airline profitability.  However, adoption and implementation remain daunting for an industry entrenched in legacy technology investment. IATA is doing all it can to get people engaged and excited about the benefits that an XML standard can bring to airline merchandising. This two-part article discusses some…

Travel industry Competing on Value and Innovation Rather Than Pricing

Travel industry Competing on Value and Innovation Rather Than Pricing

The Travel industry is thirsty to compete on value and innovation rather than on pricing. Will Big Data play a major role in this? Even though countless blogs agree that "Big Data" is widely overrated, the truth is that this phenomenon has re-defined the winners and losers of many other industries. Textbook examples like Target in the US and Tesco…