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Amadeus explores solutions to refining travel strategies Changes in the travel and tourism industry keep accelerating. Not only the impact of COVID-19 but also technology advancements, changing business realities and shifts in consumer trends are transforming the travel landscape. On the ATM Travel Tech Stage yesterday, experts discussed how technology is helping rebuild travel with tangible examples of what is already in place and what is coming. Jamel Chandoul, Senior Vice President, Amadeus Travel Sellers – Middle East & Africa, opened the session by highlighting that technology has been crucial for recovery from the pandemic. He said that travellers were eager to use technology to make their journeys safer. A recent Amadeus survey found that 95 percent of travellers were willing to provide personal data to be used in digital health passports or certificates. When asked which technology will help normalise travel, mobile applications and contactless technologies were at the top, followed by self-service check-in. As part of the panel discussion, Brent Roberts, Director of Sales, Amadeus Hospitality and DMOs, said that personalisation had become a vital component of the travel industry. “Thanks to a data-driven approach, it is now possible to create messaging that speaks to different demographics. “Through these targeted approaches and analyses, we can see who the campaign was resonating with and rephrase the messaging based on the things that travellers cared about.”
He emphasised that having access to this data gives foresight into the market and seasonality demand, which can help businesses plan for more sustainable itineraries for travellers. It can also help spot any challenges, which can help businesses work with individual stakeholders to avoid or address them. The need of the hour is also ensuring platform integration, stressed Cem Cetinturk, Regional Vice President Middle East, Africa and Turkey, Amadeus Hospitality. For example, in the hotel
Maldives celebrates 50 years of tourism
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industry, different systems are often sitting on other platforms and this might not provide the correct data sets to offer the complete picture. “Attribute selling is the next big thing in the hospitality industry, which involves offering tour booking in addition to the hospitality experience. The idea is to connect the data between these different systems to leverage the rich information we collect,” he added. Some key technology trends have been around for a long time but
have only just started to accelerate in the industry, while some are still in their development stages. These include digitalisation, sustainability, and interconnectivity collaboration. Therefore, innovation is another key theme, said Christophe Roux, Senior Vice President Commercial, Amadeus Airline Business, Middle East, Africa and Turkey. He noted that several airlines are sponsoring programmes in universities to involve the youth and work with them to accelerate nascent technologies.
The past two years of the pandemic have taken a toll with the repetitive Zoom meetings. The Maldives is looking to break this monotony by offering incentive trips. The idea is to host meetings in a non-traditional setting, far away from air-conditioned rooms, and where employees don’t have to wear their suits and can lounge under the shade of palm trees while discussing their next big project. Speaking on Day 2 of Arabian Travel Market, Thoyyib Mohamed, Chief Executive Officer and Managing Director of Maldives Marketing & Public Relations Corporation (MMPRC), said: “We are known to be a popular honeymoon destination, but last year, we launched a new initiative that looks to redefine the MICE concept. Companies are always looking for out-of-thebox ideas for where to host their meetings, and the Maldives can offer one of the most unique environments in the world to make this happen.” Mohamed emphasised that the island destination performed remarkably despite the pandemic and has become one of the world’s leading destinations in the last two years. “This year marks 50 years of Maldives tourism. While in the past
two years, the Maldives has gone through a lot, the tourism product has also changed a lot. But still, one thing remains the same – the beauty of the white sandy beaches and the turquoise blue waters hasn’t changed. Moreover, several new hotel chains will be up and running in the next six months.” Her Excellency Aminath Shabeena, Ambassador of the Maldives to the UAE, highlighted that the island nation received the highest number of travellers from the UAE after reopening its borders in July 2020. She said: “A recent survey revealed that the Maldives ranked sixth in the top 10 destinations of choice for UAE travellers. We reached the target of 1.3 million tourists in 2021 and have set a target of two million tourists for this year. We have also launched homestay tourism this year, which will give tourists a glimpse of the Maldivians’ exemplary hospitality and local culture.” At the show, MMPRC also signed a Memorandum of Understanding (MoU) with Qatar Airways to increase the inbound air traffic to the Maldives through several joint efforts and individual campaigns. VISIT STAND AS2150
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