ITB Asia eyes high-tech future of travel
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This year’s ITB Asia, which kicked off in Singapore on Wednesday, is focusing on the rapid rise of travel technology and the shared economy.
The annual travel trade show has experienced an 80% jump in travel technology exhibitors this year. And this tech focus was demonstrated at the event’s opening press conference, where, breaking from tradition, the event’s organiser Messe Berlin was joined by Expedia and Airbnb for a panel discussion.
Addressing the media, Dr Michael Frenzel, chairman of the World Travel & Tourism Council (WTTC), predicted significant shifts in the way technology is used to book travel.
Describing the current online booking process as “boring”, Dr Frenzel envisaged a future of “intelligent apps that are able to communicate with customers like humans”. Technologies such as these, he stated, will “change the industry”.
“The industry needs to stay innovative, making use of the latest travel technology and the opportunities provided by digitalization,” said Dr Frenzel. “Products and services need to be available online, even bookable via mobile devices and the tourism industry has to actively engage social media and stay in touch with travellers throughout the customer journey.”
Also on the panel, Mieke De Schepper, Expedia’s vice president of Asia Pacific, said that the key to future technological developments is harnessing “the power of now” – allowing customers and businesses to have real-time data at their fingertips. Echoing Dr Frenzel’s sentiments, Ms de Schepper predicted the rise of AI voice-based search technology, which adapt to user preferences.
All delegates at the press briefing highlighted Asia as the region that has the most potential for mobile technology. Julian Persaud, Airbnb’s regional director for Asia Pacific, said that his company has “twice the conversion rate” (on mobile devices) in Asia compared to the rest of the world. He added that Asia is “underpinning a lot of [Airbnb’s] growth.”
Ms de Schepper also revealed that Expedia’s mobile booking lead times are longer in Asia than anywhere else in the world, a statistic she attributed to many Asian travellers only using mobile devices, rather than a combination of mobile and desktop.
“ITB Asia is a platform where the travel industry comes together to create, build and introduce new ideas. We understand the importance of keeping our delegates one step ahead and it is gratifying to have attracted the best-in-class who will share more details on overcoming obstacles and forging successes to grow in this market. With more than 150 forward-thinking speakers of the highest calibre providing visionary keynotes, insightful discussions and experience-led case studies, we aim to help delegates navigate into the next level of their businesses,” Göke concluded.
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