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IBM Watson and the Future of Travel GREG LAND GLOBAL I NDUSTRY LEADER HOSPITALITY & TRAVEL RELATED SERVICES, IBM
IBM Watson and the Future of
TravelGREG LAND
GLOBAL INDUSTRY LEADER
HOSPITALITY & TRAVEL RELATED SERVICES, IBM
IBM Global Travel & Transportation
IBM Global Travel & Transportation
Welcome to the cognitive era
Data is the new natural resource
But there is too much data coming too fast for any human to understand and act on it
Programmable
Systems Era
Cognitive
Systems Era
Tabulating
Systems Era
The world is running on data
90% of the data in the world todayhas been created
in the last two years alone
17 zettabytes of data created
every year
90% of data is unreadable by
traditional computers
Source: Statista.com
10 Terabytes of commercial aircraft and
engine data every 30 minutes
800K Facebook status updates & Tweets
every 30 seconds
20 million+ passenger posts on FlyerTalk
since its inception
26 billion weather forecasts per day
2010
We are here
Enterprise
Multimedia
160 Zettabytes*
Structured
Unstructured
*Source IDC. IBM projections based on analyst report.
2025
Natural
Language
Sensors
& Devices
Medical
Images
The world is running on data
BigDoesn’t describe it…..
Unstructured
Streamed
Non-linear
Decentralized
Disconnected
Non-discrete
Traditional systems and databases are inadequate
…Text, speech, video, photos, music, sensors, and more
LearnUnderstand Reason
Three key capabilities that differentiate cognitive systems from any traditional
programmed system
Cognitive Systems
excel at:
Natural language
Locating knowledgePattern identification
Machine learningEliminating biasEndless capacity
Humans
excel at:
Dilemmas
Compassion
Dreaming
Abstraction
ImaginationMorals
Generalization
Common sense
Cognitive systems are creating new partnerships to enhance human expertise
Data, information, and expertise
Reports
Images
Social media
Maps
Weather
Internal
documents
Patents
Legislation
Regulation
Newspapers
Blogs & Wikis
Economic
reports
Forecasts
College classes
Video libraries
News libraries
Health data
Sensors
Machine Logs
Cognitive systems discover, assimilate and understand data and information
IBM Global Travel & Transportation
IBM Global Travel & Transportation
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IBM Global Travel & Transportation
IBM Global Travel & Transportation
What is
Cognitive
Computing?
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T RA V E L & T RA NS P ORT ATION
How cognitive can make an impact in travel &
hospitality
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customers employees operations
Drive differentiation through 1-1
personalization
Build advanced customer profiles
with unstructured data
Enable customers to engage with
systems of engagement
Harvest and scale expertise
Drive better processes and
efficiencies through central repository
of information
Data insights pulled from
unstructured sources available real-
time
Asset reliability and situational
awareness
Integrate & visualize structured &
unstructured data
Leverage Internet of Things inputs
Detect new patterns in
operations/maintenance
Combine analytics with the power of
machine learning
Leverage structured and
unstructured data to extract
actionable insights
Continually learn and adapt based
on past experience
overall
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Leveraging Watson across the traveler experience
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Watson Travel Advisor Personalized Pricing & OffersTravel Concierge with Watson
Watson Call Center
Watson Assistant for Hospitality
IBM Watson Assistant for Hospitality17
Turn off the lights
I need another pillow
Switch channel
to BBC News
What is the weather
tomorrow?
Book me a table
for two at …
I’d like my
shirts pressed
Play something nice
Wake me up
at 7:30
Need a taxi
tomorrow at 9am
Set A/C to 23
Close the blinds
IBM Watson Assistant for Hospitality18
Monitoring and Insights
The data about your
customers is yours.
Administration
Operational dashboard for
team to monitor, manage
and deliver services.
Integration
Integration with existing
back-end systems.
IBM Value Proposition
Watson Assistant for Hospitality
IBM Watson Assistant for Hospitality19
Data to help you serve
your guests better
Increase loyalty and
drive app adoption
Upsell your clients
on restaurant visits,
spa visits, or other
services
Save resources.
Reduce waste.
Drive guest satisfaction
Accessibility
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Personalized Pricing & Offers
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Refine and tailor offersTrack Offers
OUR OFFER FOR YOU
We are pleased to offer you a VIP package with your purchase of a 7-day cruise
Book Now
Breakfast Vouchers
Room Upgrade
20 Hotel Points
$100 Voucher
50% bonus miles
Kids Travel Free
VIP Package
AVAILABLE OFFERS
Recommend Offers
Send an email of the personalized offer to close
transaction if booking was not completed online
Comfort Seats Hotel Vouchers
Identify which segments are
responding to specific offers RECOMMENDED OFFER
We are pleased to offer you an on-board $50 voucher along with your booking
Probability of acceptance
On-Board Vouchers
Probability of acceptance
Family Activities
Probability of acceptance
Excursions
Probability of acceptance
Cruise Points
Probability of acceptance
Cabin Upgrade
Probability of acceptance
Future Discounts
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Personalized offers results to date
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Asia North America Middle East
Results:
3% revenue lift
10% improvement in
conversions
Results:
20% more bookings, 54%
more premium class
bookings
4x lift in click through rates
Overall 30% higher
conversions as a result of
personalized campaign
content
Results:
Significantly out-
performed existing pilot
solution from existing
vendor
Higher rates of 0-2%
discounts that still
ensured conversion
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T RA V E L & T RA NS P ORT ATION
What has driven the travel shopping experience in the
past 10 years?
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- Preselect Dates & Destinations
- Rigid structure does not allot for discovery
- People are inspired by events, photos, friends, and
even movies
- Hours spent researching travel
- Dozens of websites before booking
- Imperfect information
- Reliant on traveler reviews
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A travel inspiration tool with Watson
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T RA V E L & T RA NS P ORT ATION
IBM + Pebble Beach
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https://www.youtube.com/watch?v=kz2f3ffvgvE
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T RA V E L & T RA NS P ORT ATION
IBM + Pebble Beach
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| I BM CO NF I DE NT I AL
T RA V E L & T RA NS P ORT ATION
The travel ecosystem is evolving, and so must the
travel & hospitality providers
Travel Inspiration Booking Time of Travel Loyalty & Next Offer
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IBM Global Travel & Transportation
IBM Global Travel & Transportation
Thank You
Greg Land
Global Industry Leader
Hospitality & Travel Related Services
Email: [email protected]
Twitter: @gregland24
Linked In: linkedin.com/IN/gregland
