Bringing the Retail Experience to Travel
Public domain photo of aircraft
SAP Hybris today announced general availability of the new SAP Hybris Commerce Travel Accelerator. In a keynote at the SAP Hybris Americas Summit, Chief Strategy Officer Brian Walker described it as bringing to travel "a more retail-like experience."
Walker said that shopping for travel is dissimilar from typical retail shopping experiences. Travel shoppers consistently use digital channels to research and purchase trips. Traditional reservation systems tend to be siloed, meaning missed opportunities, especially when it comes to personalizing the bundling of profitable ancillary offers—hotels, car rentals, etc. According to SAP, within Hybris Commerce, the Travel Accelerator will leverage data-based personalization to help clients:
- Integrate external content from partners like hotels, car rentals, insurances, ground transportation, events and activities with a single view of customer bookings
- Create packaged offers and bundled products, managing price and availability by customer segment and through channels like mobile apps, kiosks, airport sales desks and contact centers
- Integrate existing back-office and revenue accounting, along with customer relationship management, business intelligence and loyalty systems
In an industry solutions panel at the Summit, Head of Industries Matthias Goehler said that this approach "applies best practices from retail to the travel world. Some things are different. Which processes do we need to alter?" Understanding a customer, he said, is not exactly the same as understanding a passenger. He also said that travel accelerator is the first of a number of vertical-specific enhancements to the commerce platform. According to Goehler, SAP Hybris is asking: "What is missing from our product slots for specific industries?" Users can expect to see similar developments for public sector clients, possibly in Q4.
--SAP Hybris covered DMNTech's expenses to attend the Americas Summit