IBM Watson and the Future of Travel · IBM Watson and the Future of Travel GREG LAND GLOBAL INDUSTRY LEADER HOSPITALITY & TRAVEL RELATED SERVICES, IBM. IBM Global Travel & Transportation

IBM Watson and the Future of

TravelGREG LAND

GLOBAL INDUSTRY LEADER

HOSPITALITY & TRAVEL RELATED SERVICES, IBM

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



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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



Leveraging Watson across the traveler experience

16

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


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


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



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


Family Activities


Excursions


Cruise Points


Cabin Upgrade


Future Discounts



Personalized offers results to date

21

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



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



A travel inspiration tool with Watson

23



IBM + Pebble Beach

24

https://www.youtube.com/watch?v=kz2f3ffvgvE



IBM + Pebble Beach

25



The travel ecosystem is evolving, and so must the

travel & hospitality providers

Travel Inspiration Booking Time of Travel Loyalty & Next Offer

26



Thank You

Greg Land

Global Industry Leader

Hospitality & Travel Related Services

Email: [email protected]

Twitter: @gregland24

Linked In: linkedin.com/IN/gregland

mailto:[email protected]

IBM Watson and the Future of Travel · IBM Watson and the Future of Travel GREG LAND GLOBAL INDUSTRY LEADER HOSPITALITY & TRAVEL RELATED SERVICES, IBM. IBM Global Travel & Transportation

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