Exploring the
changing realities of
travel
July 2022
The key to data is thinking about outcomes.”
Peggy Fang Roe,
Global Officer, Customer Experience,
Loyalty and New Ventures at
Marriott International
Getting directions
Using data as your guide back to growth
Data digest
Six tips for building a data-driven travel company
Exploring the
changing realities
of travel
July 2022
“ The key to data is thinking about outcomes.”
Peggy Fang Roe,
Global Officer, Customer Experience, Loyalty and New Ventures at Marriott International
Getting directions
Using data as your guide back to growth
Data digest
Six tips for building a data-driven travel company
Use data as your guide on the journey back to growth
The travel business sure can feel like a bit of an expedition, these days.
We all know where we’d like to get to, which is back to growth –
but the way forward isn’t always clear, and we should probably expect some surprises.
So let’s do what we as travelers always do, and prepare. Let’s get ourselves a guide, or rather, a navigation system, powered by data.
Data can help us see ahead, find a path, and prepare for roadblocks. It can help us make better choices. And it can enable us to create highly personalized, “surprise-and-delight” experiences for customers and employees.
But … that’s only true if we can harness our data fully, of course, and in the right way.
Read this issue to find our best ideas, insights, and client examples for thinking big, starting small, and building a data-driven travel business headed for growth.
EMILY WEISS
Global Travel Industry Sector Lead, Accenture
Use data as your
guide on the journey back to growth
The travel business sure can feel like a bit of an expedition, these days.
We all know where we’d like to get to, which is back to growth – but the way forward isn’t always clear, and we should probably expect some surprises.
So let’s do what we as travelers always do, and prepare. Let’s get ourselves a guide, or rather, a navigation system, powered by data.
Data can help us see ahead, find a path, and prepare for roadblocks. It can help us make better choices. And it can enable us to create highly personalized, “surprise-and-delight” experiences for customers and employees.
But … that’s only true if we can harness our data fully, of course, and in the right way.
Read this issue to find our best ideas, insights, and client examples for thinking big, starting small, and building a data-driven travel business headed for growth.
EMILY WEISS
Global Travel Industry Sector Lead, Accenture
Contents
-
04
Travel leader spotlight:
Marriott International interview -
05
Getting directions: how to get the most from your data
-
06
Moving forward: a “data digest” from our blogs
-
07
A journey example: upgrading the customer experience with NFTs
-
08
Charting a course: how airports reinvent their business with data
-
09
The road ahead: travel and the Metaverse
-
10
Four thought starters for your next expedition
Contents
-
04
Travel leader spotlight:
Marriott International interview -
05
Getting directions: how to get the most from your data
-
06
Moving forward: a “data digest” from our blogs
-
07
A journey example: upgrading the customer experience with NFTs
-
08
Charting a course: how airports reinvent their business with data
-
09
The road ahead: travel and the Metaverse
-
10
Four thought starters for your next expedition
Travel leader
spotlight
Peggy Fang Roe, Global Officer, Customer Experience, Loyalty and New Ventures at Marriott International
Data, insights, and predictive analytics can fast-track travel companies’ return to growth – if they’re used effectively. So, how exactly do the world’s best travel brands execute their data strategies?
In this interview, Peggy Fang Roe answers the question for Marriott International – a successful travel player operating more than 8,000 properties under 30 leading brands and Marriott Bonvoy, a highly awarded loyalty program.
She shares her view on travel companies’ biggest issue after the pandemic, explains how her group has broadened their use of data, and gives tips on how to think for data success.
Travel leader spotlight
Peggy Fang Roe,
Global Officer, Customer
Experience,
Loyalty and New
Ventures at Marriott International
Experience, Loyalty and New
Ventures at Marriott International
Data, insights, and predictive analytics can fast-track travel companies’ return to growth – if they’re used effectively. So, how exactly do the world’s best travel brands execute their data strategies?
In this interview, Peggy Fang Roe answers the question for Marriott International – a successful travel player operating more than 8,000 properties under 30 leading brands and Marriott Bonvoy, a highly awarded loyalty program.
She shares her view on travel companies’ biggest issue after the pandemic, explains how her group has broadened their use of data, and gives tips on how to think for data success.
Getting directions:
how to get the most from your data
Our new report gives executives pointers on how to best think about – and plan for – building a data-powered travel company
Successful change starts with a vision – a clear, compelling description of where to go and how to get there. But how, exactly, can you make your company “data-powered”? Our new report explains the why, what and how.
Getting directions:
how to get the most from your data
Our new report gives executives pointers on how to best think about – and plan for – building a data-powered travel company
Successful change starts with a vision – a clear, compelling description of where to go and how to get there. But how, exactly, can you make your company “data-powered”? Our new report explains the why, what and how.
Moving forward:
a “data digest” from our blogs
Data basics for travel companies
From making a case for data to driving successful change: we collected the data questions our travel industry clients ask most frequently – and answered them.
How to win the race to capture travel demand
This post presents some ideas for how to best use data to capture demand and optimize pricing as people start to travel again.
How to be a data-powered travel organization
So, how do you go from “using data” to reinventing your business? This blog shares some practical steps for making change.
Using data to drive sustainable cost reduction
“Reduce cost” and “improve customer service”? Yes, you can do both! This piece describes why travel players can wow customers and save costs with data.
Using data for sustainability
Tourism is responsible for roughly eight percent of the world’s carbon emissions – but it doesn’t have to be. Because with the right insights, the travel industry can become much greener.
From cloud-based to data-driven
Data works best if it’s put into a place where it’s easy to find, integrate, share, and use – which, today, means the cloud. So how should travel players make the most of cloud computing?
Moving forward:
a “data digest” from our blogs
Data basics for travel companies
From making a case for data to driving successful change: we collected the data questions our travel industry clients ask most frequently – and answered them.
How to win the race to capture travel demand
This post presents some ideas for how to best use data to capture demand and optimize pricing as people start to travel again.
How to be a data-powered travel organization
So, how do you go from “using data” to reinventing your business? This blog shares some practical steps for making change.
From cloud-based to data-driven
Data works best if it’s put into a place where it’s easy to find, integrate, share, and use – which, today, means the cloud. So how should travel players make the most of cloud computing?
Using data for sustainability
Tourism is responsible for roughly eight percent of the world’s carbon emissions – but it doesn’t have to be. Because with the right insights, the travel industry can become much greener.
Using data to drive sustainable cost reduction
“Reduce cost” and “improve customer service”? Yes, you can do both! This piece describes why travel players can wow customers and save costs with data.
A journey example:
upgrading the customer experience with NFTs
Here’s an idea: why not use “non-fungible tokens,” or NFTs, to improve your customers’ travel experience?
Think about it: as exchanges between travel companies and their customers become more digital, new opportunities arise. And with NFTs, these can be about much more than mere analytics and automation.
You could, for example, bring gamification and hyper-personalized digital rewards to the many ancillary exchanges you have with travelers (like last-minute bookings, upgrades, or purchases of third-party offers).
Delighting guests … with a digital scavenger hunt
For Singaporean luxury hospitality brand Banyan Tree Group, we innovated San entirely new “mini” experience – and leveraged Accenture’s Net New Revenue Platform to send customers on an app-based scavenger hunt for NFTs around the brand’s Laguna Phuket beachfront resort. The results? Of the guests who registered, 80% went on to participate in the immersive experience.
A journey example:
upgrading the
customer experience with NFTs
Here’s an idea: why not use “non-fungible tokens,” or NFTs, to improve your customers’ travel experience?
Think about it: as exchanges between travel companies and their customers become more digital, new opportunities arise. And with NFTs, these can be about much more than mere analytics and automation.
You could, for example, bring gamification and hyper-personalized digital rewards to the many ancillary exchanges you have with travelers (like last-minute bookings, upgrades, or purchases of third-party offers).
Delighting guests … with a digital scavenger hunt
For Singaporean luxury hospitality brand Banyan Tree Group, we innovated an entirely new “mini” experience – and leveraged Accenture’s Net New Revenue Platform to send customers on an app-based scavenger hunt for NFTs around the brand’s Laguna Phuket beachfront resort. The results? Of the guests who registered, 80% went on to participate in the immersive experience.
Charting a course:
how airports reinvent their business with data
Changi Airport’s new passenger experience
Singapore’s Changi Airport has built a “digital factory” dedicated to experimenting with, building, and launching new digital offerings to further innovate and improve its passengers’ – already excellent – experience before, during, and after travel.
Must-listen: airport stories from “Embark”
Our podcast breaks down all things tech and trust in travel and explores how data can be used to innovate the future of airports:
Episode #3 – The connected journey begins: boarding has started
This episode had us discussing the future of airports – with leaders from Melbourne Airport and WestJet, who shared what “the airport of the future” might mean for employees and operations, from real-time bag tracking to the 60 steps it takes to turn an aircraft.
Episode #8 – Data is hidden treasure
All travel companies collect a lot of data, but most don’t put it to good use. Listen to the latest episode, where travel industry experts reveal how travel companies can mine data: gaining some fast benefits and improving operations, revenues, and the customer experience in the long-term.
Charting a course:
how airports reinvent their business with data
Changi Airport’s new passenger experience
Singapore’s Changi Airport has built a “digital factory” dedicated to experimenting with, building, and launching new digital offerings to further innovate and improve its passengers’ – already excellent – experience before, during, and after travel.
Must-listen: airport stories from “Embark”
Our podcast breaks down all things tech and trust in travel and explores how data can be used to innovate the future of airports:
Episode #3 – The connected journey begins: boarding has started
This episode had us discussing the future of airports – with leaders from Melbourne Airport and WestJet, who shared what “the airport of the future” might mean for employees and operations, from real-time bag tracking to the 60 steps it takes to turn an aircraft.
Episode #8 – Data is hidden treasure
All travel companies collect a lot of data, but most don’t put it to good use. Listen to the latest episode, where travel industry experts reveal how travel companies can mine data: gaining some fast benefits and improving operations, revenues, and the customer experience in the long-term.
The road ahead:
travel and the Metaverse
Every year, we publish Accenture Technology Vision, identifying the key technology trends that are most likely to shape industries in the years to come. This year it’s all about the Metaverse Continuum – and here are a couple of thoughts on why data remains at the core, especially in the Metaverse ...
WebMe:
The web has always been about sharing data and information …
With 53% of Travel Executives stating that the Metaverse will have a positive impact on their business, their organizations now need to rethink the way they are going to collect, manage, and share data from the metaverses to come.
Programmable world:
The physical and digital worlds are coming closer …
75% of Travel Executives believe making the physical world programmable will bring competitive differentiation in their business. But how many organizations are prepared to collect and process data directly at the edge and not centrally?
The unreal:
Finding the right balance between human and machine …
80% of Travel Executives state that their organizations are dependent on AI to function effectively, but few have a dedicated data strategy for training and evolving their AI and ML algorithms in trusted ways.
Computing the impossible:
There has never been so much power to compute …
97% of Travel Executives want their organization to take advantage of the unprecedented computational power that is becoming available, but part of this pivot needs to be an integrated data strategy to allow for cross-functional use-cases.
Get the
full report
The road ahead:
travel and the Metaverse
Every year, we publish Accenture Technology Vision, identifying the key technology trends that are most likely to shape industries in the years to come. This year it’s all about the Metaverse Continuum – and here are a couple of thoughts on why data remains at the core, especially in the Metaverse ...
WebMe:
The web has always been about sharing data and information …
With 53% of Travel Executives stating that the Metaverse will have a positive impact on their business, their organizations now need to rethink the way they are going to collect, manage, and share data from the metaverses to come.
Programmable world:
The physical and digital worlds are coming closer …
75% of Travel Executives believe making the physical world programmable will bring competitive differentiation in their business. But how many organizations are prepared to collect and process data directly at the edge and not centrally?
The unreal:
Finding the right balance between human and machine …
80% of Travel Executives state that their organizations are dependent on AI to function effectively, but few have a dedicated data strategy for training and evolving their AI and ML algorithms in trusted ways.
Computing the impossible:
There has never been so much power to compute …
97% of Travel Executives want their organization to take advantage of the unprecedented computational power that is becoming available, but part of this pivot needs to be an integrated data strategy to allow for cross-functional use-cases.
Get the
full report
Four thought starters for your next expedition
As the travel industry continues its journey back to growth, using data as a guide for your business will become more critical than ever. Here are four additional articles to help you prepare for what’s next:
Right cloud mindset
The “Right Cloud Mindset in Travel” research will give you an insight into how the most successful users of cloud computing are implementing cloud at scale by thinking differently about the role of IT, new ways of working, and success.
Force of change
This innovative framework helps travel leaders explore their companies’ growth opportunities along the well-known formula “force = mass × acceleration,” where mass = the mass of travelers’ new demands and acceleration = other key changes in the industry. Care to give it a try?
Multimodal travel
Tune in to hear Accenture’s Miguel Flecha and others discuss how travel players can use data, connectivity, and software to create frictionless travel experiences across platforms and what this means for the “Future of Multimodal Travel.”
Customer delight
Could there be growth potential in how you deliver customer service? Learn how leading companies are harnessing data and predictive capabilities to turn service from a “cost center” to a driver of customer delight, increased loyalty, and incremental growth.
Don’t miss out on our latest thought leadership:
Subscribe here to The Guide
Four thought starters for your next expedition
As the travel industry continues its journey back to growth, using data as a guide for your business will become more critical than ever. Here are four additional articles to help you prepare for what’s next:
Right cloud mindset
The “Right Cloud Mindset in Travel” research will give you an insight into how the most successful users of cloud computing are implementing cloud at scale by thinking differently about the role of IT, new ways of working, and success.
Force of change
This innovative framework helps travel leaders explore their companies’ growth opportunities along the well-known formula “force = mass × acceleration,” where mass = the mass of travelers’ new demands and acceleration = other key changes in the industry. Care to give it a try?
Multimodal travel
Tune in to hear Accenture’s Miguel Flecha and others discuss how travel players can use data, connectivity, and software to create frictionless travel experiences across platforms and what this means for the “Future of Multimodal Travel.”
Customer delight
Could there be growth potential in how you deliver customer service? Learn how leading companies are harnessing data and predictive capabilities to turn service from a “cost center” to a driver of customer delight, increased loyalty, and incremental growth.
Don’t miss out on our latest thought leadership:
Subscribe here to The Guide
About Accenture
Accenture is a global professional services company with leading capabilities in digital, cloud and security. Combining unmatched experience and specialized skills across more than 40 industries, we offer Strategy and Consulting, Technology and Operations services and Accenture Song—all powered by the world’s largest network of Advanced Technology and Intelligent Operations centers. Our 699,000 people deliver on the promise of technology and human ingenuity every day, serving clients in more than 120 countries. We embrace the power of change to create value and shared success for our clients, people, shareholders, partners and communities. Visit us at
Copyright © 2022 Accenture.
All rights reserved.
Accenture and its logo
are registered trademarks
of Accenture.
About Accenture
Accenture is a global professional services company with leading capabilities in digital, cloud and security. Combining unmatched experience and specialized skills across more than 40 industries, we offer Strategy and Consulting, Technology and Operations services and Accenture Song—all powered by the world’s largest network of Advanced Technology and Intelligent Operations centers. Our 699,000 people deliver on the promise of technology and human ingenuity every day, serving clients in more than 120 countries. We embrace the power of change to create value and shared success for our clients, people, shareholders, partners and communities. Visit us at www.accenture.com.
Copyright © 2022 Accenture.
All rights reserved.
Accenture and its logo
are registered trademarks
of Accenture.