Bilingual·Foreign Business｜用科技手段激發旅行者興趣
原標題：Bilingual·Foreign Business｜用科技手段激發旅行者興趣
大家好！「外企頭條」欄目又跟大家見面了。
我們今天推出艾瑪迪斯研究、創新和風險投資負責人Marion Mesnage撰寫的文章《如何利用科技激發旅行者興趣》。
請看詳細內容↓↓↓
旅遊業是少數幾個能夠真正激發人們行動力的行業之一，獲得啟發的旅行者們更有可能從快搜索轉向購買。鑒於市場產品選擇豐富並且競爭激烈，激發消費者的旅行興趣這一點非常重要。
The travel industry is one of only a handful of industries that truly has the ability to inspire people. Inspired travellers are more likely to move quicker from search to purchase, which is important considering competition is fierce and choice is abundant.
但要激發旅行者，您需要深刻理解他們的旅遊動機。遊客出於許多不同的原因做出決策，包括理性和感性因素。
However, to inspire, you need a deep and sophisticated understanding of traveller motivations. Travellers make decisions for many different reasons – both rational and emotional.
理性決策易於理解和預測，但挑戰在於如何了解消費者感性、自發、以及不可預測的一面。
Rational decisions are easy to understand and predict, but the challenge lies in understanding the emotional, spontaneous and unpredictable side of consumers.
我們每個人都建立了自己的「主觀社會現實」意識，這會幫助我們更快、更輕鬆地做出決策。
We each create our own sense of 「subjective social reality」, to help make faster, easier decisions.
例如，您可能已經讀過一本鼓勵您前往特定目的地的書籍，即使該目的地實際上可能無法提供您通常在意的所有便利設施。
For example, you might have read a book that inspires you to travel to a particular destination, even if rationally, the destination may not offer them all the amenities you would usually seek.
上述複雜的潛在情感和社會因素導致旅遊供應商很難了解遊客真實的旅遊動機。
These complex underlying emotional and social impulses make it hard to understand a traveller』s true motivations.
但好消息是，通過科技的進步可以幫助旅遊業利益相關方更有效地「預測」遊客需求，大規模地激發遊客興趣，並且在提供個性化服務方面發揮重要作用。
This is where technological advances can play an important role in helping travel stakeholders better 『anticipate』 and 『predict』 what travellers want, and offer inspiration and personalisation at scale.
旅遊業利益相關方一旦認識到遊客根據心理、情感和社會因素做出決策，並行動起來建立綜合考慮上述三種因素的規則和演算法，便可以更有效地向上銷售產品和服務。
By recognising that travellers make decisions based on psychological, emotional and social factors, and by building rules and algorithms that take into account all three, the industry can more effectively upsell products and services.
下面我們將通過幾個示例來說明，旅遊服務公司如何使用科技了解客戶旅遊動機，並激發其旅遊興趣。
Here are just a few examples of how travel sellers can use technology to understand and inspire their customers.
人工智慧和機器學習
Artificial Intelligence (AI) and Machine Learning
通過將歷史數據與選擇建模技術相結合，旅遊服務供應商可以了解到影響客戶行為的因素，從而獲取更準確、更實用的洞察。
By combining choice modelling techniques (examining the factors impacting customer behaviour) with historical data, travel providers can gain more accurate, precise and actionable insights.
在創建了客戶選擇模型後，旅遊服務供應商將能夠以符合心理預期的價格為客戶提供更具相關性的產品。
Once a customer-choice model has been created, travel providers can offer customers more relevant products at desirable prices.
例如，艾瑪迪斯目前正在開發一款原型，在客戶與旅行社代理人員對話時同步傾聽，並使用自然語言處理來預測和推薦旅遊線路，為客戶提供個性化旅行服務。
For example, Amadeus is currently developing a prototype that listens to a customer while they speak to a travel agent, and uses natural language processing to predict, recommend and personalise trips for them.
通過分析遊客的語調、措辭、甚至情緒，該技術能夠對偏好做出一些假設，從而為代理人員呈現適合推薦的定製選項。這讓代理人員可以有更多時間和精力關注與客戶的個人互動。
By analysing a traveler』s tone of voice, their vocabulary, even their emotions, the technology can make assumptions about preferences, displaying tailored options for the agent to recommend. This allows the agent to dedicate more personal attention to the traveler.
此外，機器學習還支持旅遊服務供應商通過更巧妙的廣告和宣傳訊息確定目標遊客。
Machine Learning also allows travel providers to target travellers with more subtle advertising and messaging.
如今，甚至在廣告投放之前，您就能夠更準確地預測消費者是否符合您數字廣告的目標遊客特點。
It』s now possible to better predict if consumers fit the target traveller profile of your digital adverts, before the ad is even served.
極致搜索
Extreme search
在消費者開始制定旅遊計劃時，甚至在其決定旅遊目的地之前，先進的搜索技術就可以與他們進行互動。
Advanced search techniques engage consumers at the beginning of their travel planning, before they have even made decisions on where to go.
具有啟發性的地圖、以及開放搜索標準都是相關的解決方案。後者能夠回答一系列問題，例如「預算低於1,500美元，可以去非洲哪裡玩三周？」
Solutions range from inspirational maps, to open-search criteria which can answer questions like 「where can I go for a three-week adventure in Africa at cost below $1,500?」
這些解決方案可全面集成至預訂流程，這意味著遊客無需訪問其他網站去研究推薦選項。
These solutions can then can be fully-integrated into the booking flow, meaning that travellers don』t have to visit a second website in order to research options.
持續實踐
Continuous experimentation
過去，如果一個品牌想要測試其網站或在線廣告的效果，他們必須執行A/B測試。
Traditionally, if a brand wanted to test the effectiveness of their website or online advertisements, they would have to conduct A/B testing.
但如今的技術已支持旅遊服務供應商和銷售商可以持續測試其預訂工具和廣告。
However, technology now enables travel providers and sellers to continuously test their booking tools and adverts.
這讓他們能夠收集重要信息，更有效地確定最佳的產品宣傳和銷售思路。
This gives them the ability to glean vital information, to better understand how to best market and sell their products.
虛擬現實
Virtual reality (VR)
虛擬現實（VR）技術支持遊客在購買之前進行虛擬嘗試，因此可對遊客購買決策產生重大影響。
VR technology can have a powerful influence on travellers purchase decision, because it allows them to virtually try before they buy.
為了展示這項技術的強大功能，Amadeus公司旗下的Navitaire提供了全球首例VR旅遊搜索和預訂體驗，支持遊客旋轉地球、訪問目的地、搜索航班並支付整個行程費用，一切都可在VR中完成。
To demonstrate the power of this technology Amadeus company Navitaire unveiled the world』s first VR travel search and booking experience, which enables travellers to spin a globe of the world, visit a destination, search for flights and pay for their entire trip – all without leaving VR.
未來，VR體驗可能會包括社交功能，這樣遊客可以在探索旅行選項時甚至可以看到他們的好友去過哪些地方。
In the future, the VR experience could include social functions, where the traveller can see where their friends have been as they explore their options.
以上只是通過幾個示例簡單說明了科技進步正在如何幫助旅遊業了解遊客旅遊動機，並據此提供更加個性化、更具創新性的客戶體驗。
These are just a few examples of how technological advances are helping the travel industry understand and act upon travel motivations, and offer a more personalised and creative customer experience.
首先，需要了解現有客戶背後的驅動因素。考慮其理性和感性原因及潛在需求，例如探險、信任以及舒適性等。
It starts with understanding what drives your existing customers. Consider both rational and emotional reasons, as well as underlying needs such as adventure, comfort and trust.
除了常見數據集以外，您還可通過其他途徑深入了解客戶更廣泛的行為和動機。最後，專註創意執行，從而以最大程度激發客戶興趣。
Think beyond the usual data sets and consider what other sources you can use to glean insights into your customers』 wider behaviour and motivations. Finally, focus on your creative execution to inspire.
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來源 / 經濟日報記者陳頤、朱琳
編輯 / 張葦杭
TAG:經濟日報 |