fvw Kongress 2019

How OTAs use customer data for on-top sales

Carsten Bernhard is CTO of Edreams Odigeo
Carsten Bernhard is CTO of Edreams Odigeo

OTAs such as Edreams Odigeo are experts in using customer data to sell more than just the original booking. CTO Carsten Bernhard will explain how this works and where data-driven travel sales are heading at the fvw Kongress.

What do customers need after the initial booking before, during and after their trip? The Opodo parent company wants to invest more in this post-booking part of the business. Rivals from Expedia to Booking are also focusing on broadening their portfolio and expanding from flight or hotel specialists into all-rounders by offering other products such as car rentals, tours and destination experiences.

The key to addressing customers at the right moment is smart data analysis, according to Bernhard. “As the leading flights seller in Europe we have access to 18.5 million customers, to information such as travel destinations and dates, to the number of travellers and their preferences,” he points out.

The stock exchange-listed OTA now wants to use this data more intensively in order to make its customers suitable offers for additional travel products and services. Edreams Odigeo will rely heavily on machine learning and self-teaching algorithms to do this. The group can already make more than eight billion predictions a day in order to meet individual preferences and make suitable travel offers.

CTO Carsten Bernhard will explain how this all works and where data-driven travel sales are heading at the fvw Kongress, which takes place on September 17 and 18 in Cologne. His presentation is part of the OTA-focused session: “The winner takes it all. The strategies of Online Travel Agencies.”

The new-look fvw Kongress will feature a wide-ranging programme of presentations on key issues for the travel industry, including changes in technology, digitalisation, latest developments in tourism and aviation, and how to make the industry more sustainable.

There is one single ticket that gives entry to the entire event on both days, including the presentations on all three stages, documentation and the Kongress party. The ticket costs just 349 euros as a special early booking price until 14 July. Travel agency owners and staff pay only 99 euros, while start-ups (no older than three years) pay 129 euros. All prices are liable to VAT.  

You can find more information about the travel industry event under: www.fvw-kongress.de