Tech first, travel second
At Agoda, we leverage our extensive global resources, while working closely with local teams to deliver international-quality services that are personalized for each of our core markets. We are a tech company first and a travel company second. Innovation drives us, with over 1,000 engineers operating and more than 200 experiments running at any given time to continually enhance our offerings. We aim to democratize travel, an aim reflected in our mission to help travelers ‘see the world for less.’
Next level offerings
There are several trends that are currently driving the online booking industry forward. High on this list is the increasing reliance on smartphones, which is spearheading what I refer to as the mobile-first approach. This development is prompting online travel agencies (OTAs) to prioritize mobile-friendly platforms and apps, offering seamless booking experiences on the go. Another trend evident is the part that artificial intelligence (AI) and machine learning are playing in improving user experience and operational efficiency. We are also seeing generative AI being used to create personalized travel itineraries, generate content for marketing and even simulate travel experiences, offering users a more immersive and customized planning process.
GenAI integration
The integration of connected travel bookings is revolutionizing the travel industry by simplifying the planning process. This approach allows travelers to manage all aspects of their trip – flights, accommodations and activities – through a single digital platform. Agoda’s initiative to offer bundled discounts is a prime example of this trend, addressing the modern traveler’s need for both efficiency and value. One of the most transformative forecasts for the travel industry centers on fintech, with innovative payment solutions and financial services removing barriers, increasing accessibility and streamlining the entire experience.
Sourcing the best deals
Wego has a laser focus on serving the needs of MENA travelers. There are hundreds of travel agents, airlines and hotel chains making their products available for purchase via the Wego marketplace so users can search, compare and shop the travel market in one go to get the best deal. Our local focus can be seen in our product localization, the features we’ve built for Middle East users and the variety of travel products and travel deals that we offer. It is also evident in the range of local payment options on Wego and the live customer service we offer in Arabic and English, 24/7.
Bleisure boom
Bleisure and workation continue to be among the top trends we’re observing. Travelers are frequently extending their business trips with a few additional days for leisure on either side of their business activities. Today’s travelers are also attracted by the allure of health and wellness retreats. Another trend is the growing commitment to sustainable tourism, with travelers increasingly seeking eco-friendly options like eco-conscious hotels and carbon-neutral tours.
Elevating the travel planning experience
The role of travel booking apps in the next five-to-10 years will be transformative, focusing on personalization, enhanced user experience and integration of advanced technologies. Key aspects include: personalization and AI: enhanced UX, with voice-activated searches, chatbots and virtual assistants streamlining the booking process; sustainable travel; real-time information; AR and VR, with virtual tours helping users make informed booking decisions; security and privacy, protecting user data; and a partner ecosystem that includes stronger collaborations with airlines, hotels and agencies. By incorporating these trends, travel booking apps will elevate the travel planning experience, meet evolving traveler needs and shape the future of the travel industry.
MAMOUN HMEDAN
Chief business officer Wego
wego.ae
@wegoarabia
A smoother trip
We are progressing toward our long-term vision of simplifying travel with the Connected Trip. The current travel experience is often complex and frustrating. Our goal is to make planning, booking and experiencing travel more effortless, personalized and enjoyable, while providing greater value to our travelers and partners. We have the ability to offer our customers a wide array of the world’s most extensive inventory of accommodations, communicating in 43 languages that we support through translated and localized content.
Central role for AI
Personalization, AI and other technological advancement will continue to play an important role in making travel easier. Booking.com has long been investing in machine learning and AI technologies, and last year, we introduced our AI Trip Planner in both the US and UK markets. Leveraging our existing machine learning models, the AI Trip Planner is also partially powered by large language model (LLM) technology from ChatGP to create a new conversational experience for people. The AI Trip Planner is getting better at answering customers’ inquiries and we know that this is just the start.
Upwardly mobile
Mobile remains the preferred device for consumers to plan and book their travel, and this trend is likely to continue in the coming years. Half of the room nights booked in 2023 were done so on our mobile app, marking a 5 percentage-point increase on the figure for 2022. In the Middle East, the share of mobile phones is much higher than the global average and is expected to continue growing. We see a very high level of direct bookings through the mobile app, which is an important platform as it allows us more opportunities to engage directly with travelers and for accommodation partners and customers to interact directly.
FOUAD TALAAT
Regional manager, Middle East & Africa booking.com
booking.com
@bookingcom
ALL ABOUT INTEGRATION
Jane Thomason, emeritus chair of the World Metaverse Council, author and influencer, shares her thoughts on how OTAs and other industry players can make the most of the metaverse.
Virtual opportunities
Integrating online booking websites into virtual environments within the metaverse opens up a world of opportunities for businesses who choose to capitalize on these innovations. Users can explore virtual representations of hotels and destinations, virtually ‘walk through’ rooms, check amenities and explore surroundings. AI-driven avatars can assist with bookings in real-time, while embedded booking systems allow seamless reservations, payments and confirmations within the metaverse. Users can also share their plans and experiences, and make collective decisions.
Challenges vs. opportunities
Admittedly, these initiatives are not challenge free. Hurdles include technological barriers, such as high development costs, the need for advanced infrastructure and compatibility across platforms. Security and privacy must be a priority, while content will need to be high quality, since users will expect to see virtual representations that are both interactive and constantly updated.
Once these and other hurdles are overcome, the rewards can be substantial. Businesses have the opportunity to strengthen engagement with users by offering them standout experiences that differentiate their brand and offer greater satisfaction. They also have access to new revenue streams from offerings such as exclusive previews and branded experiences. In addition, these services will provide businesses with valuable data insights, enabling them to analyze user interactions for improved marketing and personalized offers. Importantly, businesses can also extend their global reach, attracting a wider audience without geographical constraints.
Looking ahead
We expect to see the evolution of partnerships in collaborative content creation, with hotels partnering with developers for high-fidelity virtual models, tours and events. Integrated booking systems will also become more widespread, with advance passenger information systems (APIs) developed for seamless real-time bookings within virtual environments. Other trends that are set to rise include cross-promotional activities, marketing campaigns linking virtual previews with real-world destinations and loyalty programs.
JANE THOMASON,
emeritus chair of the World Metaverse Council, author and influencer,
@insta.glammy
drjanethomason.net
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About author
Rita Ghantous
Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.
