A recent study conducted by technology giant Amadeus, titled ‘Travel Technology Investment Trends‘, forecasts a significant acceleration in the pace of transformation within the travel industry, with a notable 14 per cent increase in technology investment planned for the year 2024. The research, launched today, marks a pioneering effort in comprehensively analysing investment intentions and technology priorities across eight sectors of the travel industry, spanning ten global markets.
The study reveals a robust appetite for investment across the sector, with a staggering 91 per cent of surveyed travel companies expressing expectations of “moderate to aggressive” increases in investment within their organisations in 2024. Notably, airports, corporate travel managers, and hotels emerge as the frontrunners in this technological evolution, leading the charge in plans to bolster technology spend.
Key areas of focus for investment include machine learning, data analytics, digital payments, and extended reality, reflecting the industry’s commitment to driving digital efficiency and enhancing customer experiences. Noteworthy findings from the research underscore the industry’s inclination towards smarter retailing and personalization strategies to cater to evolving consumer preferences.
A significant highlight of the study is the overwhelming adoption of biometrics at airport services, with 98 per cent of airlines having already implemented or planning to implement biometric solutions to streamline airport processes.
Among the various sectors, airports lead with an average projected increase in technology spend of 17 per cent, followed closely by corporations (15 per cent) and hotels (14 per cent). Airlines, travel sellers, and travel payment departments also anticipate substantial increases, with average growth rates ranging from 12 per cent to 13 per cent.
Anticipated technological investments across key sectors
In anticipation of the year 2024, industry leaders are prioritizing smarter retailing, personalized experiences, and digital efficiency as their top technological objectives. Notable insights from respondents include:
Full-service airlines project an 18 per cent boost in revenue by transitioning to modern retailing, with an optimistic outlook on achieving the ‘Offer & Order’ transition within the next four years.
60 per cent of airports plan to implement biometrics throughout the entire airport journey within the next five years, encompassing processes such as check-in, bag-drop, lounge access, and boarding.
85 per cent of respondents from the hospitality sector foresee leveraging personalization to drive more than 5 per cent growth in incremental revenue.
NDC emerges as the leading technology for implementation among leisure travel agents over the next 12 months, cited by 40 per cent of the agents surveyed.
Corporate travel managers reveal intentions to digitize their end-to-end expense management process within the coming year.
Similarly, a third of travel payments leaders express plans to enhance global payments flows through the implementation of payments orchestration within the next 12 months.
Top priority technologies for 2024 and by 2029
Looking ahead, the research outlines the top priority technologies for both 2024 and 2029, with machine learning, data analytics, and cloud computing emerging as perennial favorites across all sectors. The findings emphasize a collective industry vision towards harnessing the power of technology to drive innovation and efficiency in the years to come.
As part of its commitment to providing comprehensive insights, Amadeus plans to release in-depth reports examining each sector explored in the research throughout the first half of 2024. These reports will delve into the specific investment intentions and technology priorities of full-service and low-cost carriers, hotels, airports, corporate travel managers, and payments, as well as travel sellers.
The study, conducted in Q4 2023 in collaboration with independent market research agency Opinium, surveyed 1,253 leading travel technology decision-makers worldwide. Representing a global perspective, the insights gleaned from decision-makers across ten key markets, including India, highlight the industry’s collective aspirations towards embracing technology-driven transformation.
Responding to ETTravelWorld’s query on investment plans in the Indian markets across travel tech, payments, and airport sector, Decius Valmorbida, President, Travel, Amadeus, commented on the investment landscape in Indian markets, noting the significant economic growth and burgeoning middle-class as driving forces behind technological advancements in the travel sector.
“With projects like the Greenfield airport in Noida and collaborations with leading airlines like IndiGo and Air India Group, India presents a fertile ground for the deployment of cutting-edge technologies such as machine learning, AI, biometrics, and retail transformation,” he said during the virtual launch event for media.
During the launch event, Francisco Pérez-Lozao Rüter, President, Hospitality, Amadeus, observed, “We know that the right technology is the key to connecting and unlocking the value of our travel ecosystem. Hoteliers, airlines and the whole sector are right to be ambitious about the next generation of technology that we are building together. Travel providers can see huge potential for a better customer experience as well as significant growth and control if they get their investment strategies right now. We can see clear ambition and commitment to evolution from this research and are excited to be at the forefront of this journey with our customers.”
During the first half of this year 2024, Amadeus will release in-depth reports examining each sector explored in the research – full-service and low-cost carriers, hotels, airports, corporate travel managers and payments, as well as travel sellers, including business travel agents, leisure travel agents and online travel agents.
This strategic move is poised to enhance the payment experience within the travel ecosystem and aligns with Amadeus’ commitment to delivering seamless travel experiences. By integrating Voxel’s solutions into its portfolio, Amadeus aims to provide a broader range of payment services for travel sellers while streamlining invoice management processes for tour operators, travel management companies (TMCs), hotel aggregators, and hotels.
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In recent years, the integration of technology and sports has given rise to a dynamic phenomenon known as sports tourism. This burgeoning industry sees enthusiasts’ travelers crossing borders to witness and participate in a vibrant tapestry of sporting events. The UNWTO estimates that sports tourism generates around 10% of global tourism expenditure and expects this figure to surge by 17.5% between 2023-2030.
The impact of technology on sports tourism goes beyond the thrill of competition. It has revolutionised how we experience and engage in sporting events, shaping a global industry that connects individuals across borders and transcends geographical boundaries. This dynamic interplay is not merely changing the viewing experience, it is reshaping the very fabric of the sports tourism landscape.
Consider the colossal scale of mega events like the Olympics. These global spectacles, where athleticism collides with cultural exchange, draw millions of visitors, athletes, and crew members. The Tokyo 2020 Olympics, for instance, hosted over 11,000 athletes from 206 nations, attracting a staggering 3.5 billion television viewers worldwide. Such events create an intense demand for seamless travel experiences, prompting the need for cutting-edge travel technology. Coordinating the movement of these colossal crowds requires sophisticated solutions optimizing transportation, accommodation, and overall event management. Travel technology becomes a crucial ally during these mega-sporting events, ensuring efficiency, safety, and an enhanced experience for participants and spectators alike. Effective Hospitality to Fuel Tourism Engine
The hospitality industry plays a vital role in enhancing the sports tourism ecosystem, providing accommodation, catering, and other services to sports tourists. From increased occupancy and revenue to brand awareness and loyal customers, even sports tourism offers significant benefits to these hotels. During the ICC World Cup 2023, host cities hotels witnessed over 90% occupancy and up to 500% higher room rates.
Moreover, the upcoming IPL 2024 is poised to follow suit, with over 25,000 room nights expected to attract many visitors, media, and celebrities alike. Similarly, the upcoming ICC World T20 presents a significant opportunity for the hospitality industry as cricket enthusiasts from around the world will flock to host cities, generating a surge in demand for accommodation, dining, and entertainment. Hotels, restaurants, and local businesses stand to benefit immensely, experiencing increased footfall and revenue during the tournament.
However, catering to the diverse and dynamic needs of sports tourists presents both challenges and opportunities. Hotels must navigate surges in demand, manage inventory and distribution effectively, enhance guest satisfaction and loyalty, and optimize revenue. In such a case, Amadeus Hotel Business Intelligence Solutions comes into play, offering a 360-degree view of rate, occupancy, and distribution trends, empowering informed decision-making regarding operations, marketing strategies, and revenue management. Moreover, our other tools like Demand360, Revenue Strategy 360, and Market Intelligence further augment their capabilities to provide customizable dashboards, real-time data monitoring, and insights into guest preferences and behavior, enabling hotels to personalize offerings and elevate the guest experience.
Promoting Sustainable Practices for Greener Games
Tech also plays a pivotal role in fostering sustainability within sports tourism. From eco-friendly stadium designs utilizing renewable energy sources to digitized ticketing systems reducing paper waste offers promising solutions. The Paris 2024 Olympics aims to be the first carbon-neutral Games, employing renewable energy, low-carbon transport, and digital solutions to minimize emissions and waste. In India, the M. Chinnaswamy Stadium in Bengaluru, a prominent host for IPL and international cricket matches, boasts a rainwater harvesting system that collects and stores water for irrigation and sanitation purposes. Even the Indian cricket board has launched a green initiative encouraging solar power, waste management, and water conservation measures across all stadiums in India.
Emirates has inked MoUs with the Greek National Tourism Organisation (GNTO) and Austrian National Tourist Office (ANTO) to bolster inbound tourism and collaboration. The airline has pledged to support Greece’s travel industry by enhancing traffic from top inbound markets, including the US, UAE, Australia, India, and China. Similarly, the partnership with ANTO aims to drive inbound visitors to Austria, leveraging Emirates’ extensive global network.
Tech-Driven Sporting to Lead the Future
The Indian sports tourism market is projected to grow at a CAGR of 17.1% from 2023 to 2030, reaching a staggering $52,967 million, reflecting the rising demand for innovative sports tourism products and services. Emerging technologies like AI, blockchain, and 5G are poised to further revolutionize the industry. AI-powered predictive analytics will personalize fan experiences, while blockchain will ensure secure ticketing systems. As India prepares to host major events like the 2026 Youth Olympics and the 2032 Summer Olympics, technology will play a key role in enhancing fan experiences, boosting athlete performance, and upgrading event infrastructure.
As India spearheads this revolution, it’s poised to become a global leader in sustainable and tech-driven sports tourism. Imagine AI-powered travel assistants suggesting immersive fan experiences tailored to your preferences, or secure blockchain-based ticketing systems eliminating fraud and streamlining entry.
This confluence of technology and sustainability promises a future where sports tourism is not just about witnessing athletic feats, but about fostering global connections, cultural exchange, and a shared passion for sport. It’s a future where fans feel immersed and engaged, athletes perform at their peak, and host cities thrive on the economic and social benefits of a thriving industry. By embracing technology and innovation, we can unlock the true potential of sports tourism, creating a connected, sustainable, and unforgettable experience for everyone involved.
The author is the SVP – Travel Distribution Engineering and Center Head, Amadeus Labs India.
DISCLAIMER: The views expressed are solely of the author and ETTravelWorld.com does not necessarily subscribe to it. ETTravelWorld.com shall not be responsible for any damage caused to any person/organisation directly or indirectly.
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Travellers today want to know other cultures, sports, and with economies becoming a global subject, business leaders want to meet other leaders across the globe. With this, tourist destinations as well as the entire industry must come together to offer quality experiences. This fusion, fortified by technology’s prowess, has the potential to provide the much-needed boost to many states’ economy.
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Amadeus has signed an agreement with Vietnam Airlines for it to use its enhanced passenger service system (PSS) technology to further their reach. The contract, shared the company, builds on an existing distribution partnership between the two organisations and will see the airline overhaul its digital solutions.
The agreement also aligns with Vietnam Airlines’ long-term strategic goals to improve operational efficiency and become a digital airline by 2025, it said.
“We are very excited to partner with Vietnam Airlines, embarking with it on its transformation journey. Amadeus offers airline new technologies, and we are confident that our PSS, digital, offer, order and data driven solutions will help Vietnam Airlines to achieve its business objectives,” said Javier Laforgue, Executive Vice President, Travel Unit & Managing Director, Asia Pacific, Amadeus.
Under the partnership, South East Travel will implement New Distribution Capability (NDC) as well as Master Pricer Instant Search to enhance its retailing capabilities. This partnership will ensure South East Travel can provide richer, NDC-sourced content that is available on Amadeus Travel Platform using the Amadeus Travel API, to its customers in Asia Pacific.
Following the signing, the Vietnamese flag-carrier will deploy the Amadeus Altéa PSS solution equipping it with advanced travel technology. Vietnam Airlines will join a community of over 200 airlines using Amadeus PSS technology worldwide, shaping its operations and passenger experiences. Additionally, the carrier will deploy Altéa NDC, helping it to distribute rich content and fares through NDC connectivity across channels therefore creating tailored offers for passengers by using digital merchandising.
According to figures from the International Air Transport Association (IATA), Vietnam is the fifth fastest growing aviation market in the world, with 150 million passengers expected annually by 2035.
A member of SkyTeam Alliance, Vietnam Airlines is the flag carrier of Vietnam, connecting the destination with more than 100 routes to 21 domestic and 29 international destinations.
Currently welcoming 40 percent of domestic passengers, and expanding rapidly internationally, Vietnam Airlines is well-positioned to capitalise on this anticipated growth.
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The hospitality landscape is evolving rapidly, driven by the integration of systems, technology, and automation. This convergence is reshaping guest experiences, optimising operations, and empowering businesses to thrive in an increasingly competitive market. Industry players globally are preparing to offer stays embellished by innovation, efficiency, and unparalleled guest satisfaction.
A guest-centric approach lies at the heart of integrated systems and technology. By connecting various systems, businesses can gain a holistic view of their guests and create seamless interactions throughout their journey. This enables the delivery of personalised experiences that foster loyalty and advocacy. Harnessing the power of integrated systems and technology will be instrumental in driving growth, competitiveness, and long-term success in the dynamic world of hospitality. Technology is the key to ensuring enhanced guest satisfaction across every stage of the guest’s journey.
As UPI is penetrating deeper in geographies and inclusivity, it is rapidly gaining momentum to revolutionise residents and tourists conduct transactions. Shukla feels that seamless payment infrastructure enables users to make transactions from multiple linked bank accounts on a single mobile application of third-party app providers anywhere at any time.
Ensuring convenience pre-arrival
The research & booking stage sets the tone for a guest’s experience. Technology integrations have simplified these processes, allowing guests to make online reservations, select preferred room types, and even customise their own stay.Broadly, there are three Distribution Channels that are being used, namely, GDS, OTAs, and Hotel‘s website. These platforms offer real-time availability, pricing, and room options, allowing guests to make reservations conveniently. Additionally, rate and inventory updates can ensure accurate information across all channels. Automated reservation and cancellation synchronisation across all channels eliminates the risk of double-booking & overbooking, providing a hassle-free experience for both guests and staff.Offering a grand (& seamless) welcome
Traditionally, check-in could be a tedious process, with long queues and paperwork. However, the introduction of self-service kiosks and mobile check-in options has transformed this stage.
Self-service kiosks gather valuable data for revenue generation, allowing for process optimisation and targeted promotions. Automating check-in and check-out processes allows staff to interact with guests in a more personalised manner. For the guests, interactive kiosks provide real-time information, reduce language barriers, and make a great first impression of the hotel.
Hotels can also delve into the preferences and needs of each guest with a CRM, gaining valuable insights into their individual tastes and desires. With this knowledge, services and offerings can be tailored to ensure every guest feels special and well-cared for.
This partnership will create an automated throughline across travel reservations, HR protocol compliance, expense management, and GST resolution on a single self-serve platform, the company shared. Employees also get to enjoy the benefit of an elevated travel booking experience marked by transparency, time-efficient processes and adherence to policies automatically, without having to spend time cross-checking the rule book.
Providing a tech-powered stay
Once guests enter their rooms, the integrations continue to enhance their experience. Services during their stay, such as housekeeping, concierge assistance, or room service, can all be streamlined with technology such as:
Mobile apps: They enable guests to conveniently order room service, request housekeeping, and access hotel amenities through keyless entry. Guests can use smart tablets to browse hotel information, book spa appointments, and control room settings like temperature and lighting. Through smart in-room integrations, hoteliers can also automatically route guest requests to the correct department for their requests & concerns.
Voice Control: Integration of voice assistants in hotel rooms can enable guests to use voice commands to control room amenities such as temperature and lighting, bringing the future of hospitality closer.
IoT & AI/ML: The integrations connect hotel amenities for automation and customization based on guest behavior. Critical applications of IoT include energy monitoring, climate control, water management, waste optimization, greenhouse gas monitoring, sustainable supply chain management, intelligent waste sorting, and guest engagement. AI/ML powered Predictive maintenance identifies equipment issues in advance, with smartphone notifications ensuring prompt service.
The recent launch of Pullman New Delhi Aerocity’s campaign, ‘We Will Mind Your Business 2.0’, goes beyond mere marketing; it symbolises a revolutionary shift in the notion of ‘bleisure travel’, seamlessly amalgamating business and leisure into a unified and seamless experience.
Looking after the guests — Check-outs & beyond
Technology integrations have made significant strides, allowing guests to opt for express check-out and settle bills digitally without visiting the front desk. Hospitality POS System integration with a cloud-based Property Management System provides a consolidated statement for guests, simplifying the process. Real-time in-room inventory management then enhances operations and reduces errors.
Major hotel chains and airlines also utilise the ServiceNow platform’s reporting and analytics dashboards for contact management and HR functions across multiple locations. Additionally, integrations with revenue management and financial systems further optimises pricing, back-office operations and decision-making.
Moreover, technology can also facilitate guest feedback collection for prompt issue resolution and continuous service improvement, creating loyal customers and brand advocates in the highly competitive hospitality industry.
In conclusion, the integration of systems, technology, and automation has the power to create memorable experiences and foster customer loyalty. Overall, unifying automation, self-service solutions, and enterprise mobility benefit guests through enhanced experiences and convenience. The digital transformation era presents exciting opportunities for the hospitality industry to unlock new levels of efficiency, guest-centricity, and success.
The author is Sr. Vice President – Travel & Hospitality, Cybage Software
DISCLAIMER: The views expressed are solely of the author and ETTravelWorld.com does not necessarily subscribe to it. ETTravelWorld.com shall not be responsible for any damage caused to any person/organisation directly or indirectly.
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