The blockchain is essentially a decentralized database and the underlying technology of Bitcoin. Its development has been listed by Sabre as one of the nine technological trends that will affect the future of tourism. Blockchain technology is changing many industries, including tourism. As a “magic existence,” it can open the door to business, attract investment, and make industry giants fear and the media pursue it.

At present, the application of blockchain in tourism has also had many prototypes or application scenarios, such as hotel inventory management, digital identity verification combined with biometric technology, and streamlined management of airline loyalty programs.

The attention of tourism companies to the blockchain is not high. For example, Airbnb is very concerned about enhancing the ability to manage supply and demand. It has hired experts who operate bitcoin and blockchain to enhance its ability to manage supply and demand. The TUI Group CEO believes that the blockchain will break Priceline, and Expedia and Airbnb are almost “monopoly” in today's accommodation and distribution ecosystem.

This issue of Digital Thinking focuses on tourism and blockchain technology, data and user experience, hotel and customer relationship management in the Asia Pacific region, aviation distribution, and aviation brand video marketing.

How can tourism companies use data tools to enhance the user experience?

When a user is making a decision, all he cares about is himself. Finding a solution that the customer thinks is good is more important than making a good solution. A/B testing helps companies understand their customers.

Optimize the online experience of travel users from three aspects: user information acquisition, user platform experience and user brand influence. Guoshuang Technology recommends that in order to avoid the A brand's negative feedback on search results and the customer's flow to the B brand with good search results, the company needs to optimize the search environment; the enterprise needs to undertake these three aspects from user acceptance, user retention and user activation. Relevant pages are optimized to effectively guide users who enter the official platform; enterprises need to improve related products and services based on user comments and related feedback on the official website, third-party social/question-answer platform/OTA, and provide users with better quality. service.

Improve user experience through data mining. Air China hopes to provide passengers with full-process services through the entire itinerary of the passengers. Caesar is constantly improving the user experience by mining historical data of users.

The application of blockchain technology in tourism: more than just hype

The blockchain seems to be the best tool when the parties to the transaction do not trust each other and need to clearly record information (such as location or ownership) and ensure that they are available to multiple parties.

Currently, blockchain prototypes have been put into use in the tourism industry. For example, Australia's OTA Webjet is using blockchain to test hotel inventory management, collecting large amounts of data through each booking record, and ensuring full payment to all parties in a timely manner; startups combined with biometric technology and blockchain can provide more traditional methods (eg passports) safer digital identification; hotel and airline loyalty programs may transition to blockchain to simplify tracking loyalty points and the process of converting and redeeming points with all partners.

How can the hotel industry in the Asia Pacific region effectively enhance loyalty with the help of a customer relationship management system?

Hotel operators are facing requests from visitors from Asia Pacific and other parts of the world. This is reflected in the way customers earn and use loyalty points; the types of loyalty, improvement or upgrades that are offered, including their use in business and leisure travel; the way in which visitors share personal information, whether in person, online, or through Phone or other means; they are willing to respond to the type of communication between the two stays to book the next trip or choose a vacation destination.

In terms of driving loyalty, the hotel faces more challenges than ever, and the need to streamline the exchange program while considering dynamic pricing is stronger than ever. In addition, as residents are increasingly looking for more personalized services and unique experiences, hotels have to redefine their approach to loyalty, find ways to use data, and train employees to optimize the guest experience.

Three-axe axe to optimize the digital experience and booking process

The traffic volume of mobile travel search has increased by 20.7% in the past two years and is still growing rapidly. Increasing customer loyalty requires streamlining site search categories, providing interactive maps, and streamlining the payment process.

Regarding passenger behavior habits, the report outlines three trends: computers are still the preferred channel for booking, but mobile bookings are not weak; last minute promotions are less popular; customer loyalty helps travel companies.

What will aviation distribution look like in ten years?

The next decade will usher in a shift in the technology structure of Airline's distribution technology, which will break the shackles of outdated inventory and booking management models and introduce new retail technologies to customer service processes. Make customers more choices, more relevant and price-customized services than ever before.

In the next two to five years, the dominant position of GDS will be gradually weakened, as more and more airlines will adopt the IATA New Distribution Capability (NDC) standard, plus incentives for NDC-based agents and not adopting this model. The agency's punishment policy will weaken GDS's dominant position in aviation distribution.

Aviation safety video or new ideas for airline brand marketing

With the popularity of the New Zealand aviation safety video, many airlines have joined the launch of the brand safety promotional video. Through online video distribution, airlines have access to thousands of travelers and consumers while increasing brand awareness among highly competitive competitors.

The promotion of promotional videos requires a lot of resources, and creativity, production and marketing are indispensable. It is difficult for brands to continue, but they can seize the attention of users and improve their attention and trust in the brand. In the future, security propaganda can be considered in addition to improving brand awareness.

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