Bilingual·ForeignBusiness｜用科技手段激发旅行者兴趣

原标题：Bilingual·Foreign Business｜用科技手段激发旅行者兴趣

大家好！“外企头条”栏目又跟大家见面了。

我们今天推出艾玛迪斯研究、创新和风险投资负责人Marion Mesnage撰写的文章《如何利用科技激发旅行者兴趣》。

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旅游业是少数几个能够真正激发人们行动力的行业之一，获得启发的旅行者们更有可能从快搜索转向购买。鉴于市场产品选择丰富并且竞争激烈，激发消费者的旅行兴趣这一点非常重要。

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.

但要激发旅行者，您需要深刻理解他们的旅游动机。游客出于许多不同的原因做出决策，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.

理性决策易于理解和预测，但挑战在于如何了解消费者感性、自发、以及不可预测的一面。

Rational decisions are easy to understand and predict, but the challenge lies in understanding the emotional, spontaneous and unpredictable side of consumers.

我们每个人都建立了自己的“主观社会现实”意识，这会帮助我们更快、更轻松地做出决策。

We each create our own sense of “subjective social reality”, to help make faster, easier decisions.

例如，您可能已经读过一本鼓励您前往特定目的地的书籍，即使该目的地实际上可能无法提供您通常在意的所有便利设施。

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.

上述复杂的潜在情感和社会因素导致旅游供应商很难了解游客真实的旅游动机。

These complex underlying emotional and social impulses make it hard to understand a traveller’s true motivations.

但好消息是，通过科技的进步可以帮助旅游业利益相关方更有效地“预测”游客需求，大规模地激发游客兴趣，并且在提供个性化服务方面发挥重要作用。

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.

旅游业利益相关方一旦认识到游客根据心理、情感和社会因素做出决策，并行动起来建立综合考虑上述三种因素的规则和算法，便可以更有效地向上销售产品和服务。

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.

下面我们将通过几个示例来说明，旅游服务公司如何使用科技了解客户旅游动机，并激发其旅游兴趣。

Here are just a few examples of how travel sellers can use technology to understand and inspire their customers.

人工智能和机器学习

Artificial Intelligence (AI) and Machine Learning

通过将历史数据与选择建模技术相结合，旅游服务供应商可以了解到影响客户行为的因素，从而获取更准确、更实用的洞察。

By combining choice modelling techniques (examining the factors impacting customer behaviour) with historical data, travel providers can gain more accurate, precise and actionable insights.

在创建了客户选择模型后，旅游服务供应商将能够以符合心理预期的价格为客户提供更具相关性的产品。

Once a customer-choice model has been created, travel providers can offer customers more relevant products at desirable prices.

例如，艾玛迪斯目前正在开发一款原型，在客户与旅行社代理人员对话时同步倾听，并使用自然语言处理来预测和推荐旅游线路，为客户提供个性化旅行服务。

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.

通过分析游客的语调、措辞、甚至情绪，该技术能够对偏好做出一些假设，从而为代理人员呈现适合推荐的定制选项。这让代理人员可以有更多时间和精力关注与客户的个人互动。

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，机器学习还支持旅游服务供应商通过更巧妙的广告和宣传讯息确定目标游客。

Machine Learning also allows travel providers to target travellers with more subtle advertising and messaging.

如今，甚至在广告投放之前，您就能够更准确地预测消费者是否符合您数字广告的目标游客特点。

It’s now possible to better predict if consumers fit the target traveller profile of your digital adverts, before the ad is even served.

极致搜索

Extreme search

在消费者开始制定旅游计划时，甚至在其决定旅游目的地之前，先进的搜索技术就可以与他们进行互动。

Advanced search techniques engage consumers at the beginning of their travel planning, before they have even made decisions on where to go.

具有启发性的地图、以及开放搜索标准都是相关的解决方案。后者能够回答一系列问题，例如“预算低于1,500美元，可以去非洲哪里玩三周？”

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?”

这些解决方案可全面集成至预订流程，这意味着游客无需访问其他网站去研究推荐选项。

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.

持续实践

Continuous experimentation

过去，如果一个品牌想要测试其网站或在线广告的效果，他们必须执行A/B测试。

Traditionally, if a brand wanted to test the effectiveness of their website or online advertisements, they would have to conduct A/B testing.

但如今的技术已支持旅游服务供应商和销售商可以持续测试其预订工具和广告。

However, technology now enables travel providers and sellers to continuously test their booking tools and adverts.

这让他们能够收集重要信息，更有效地确定最佳的产品宣传和销售思路。

This gives them the ability to glean vital information, to better understand how to best market and sell their products.

虚拟现实

Virtual reality (VR)

虚拟现实（VR）技术支持游客在购买之前进行虚拟尝试，因此可对游客购买决策产生重大影响。

VR technology can have a powerful influence on travellers purchase decision, because it allows them to virtually try before they buy.

为了展示这项技术的强大功能，Amadeus公司旗下的Navitaire提供了全球首例VR旅游搜索和预订体验，支持游客旋转地球、访问目的地、搜索航班并支付整个行程费用，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.

未来，VR体验可能会包括社交功能，这样游客可以在探索旅行选项时甚至可以看到他们的好友去过哪些地方。

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.

以上只是通过几个示例简单说明了科技进步正在如何帮助旅游业了解游客旅游动机，并据此提供更加个性化、更具创新性的客户体验。

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，需要了解现有客户背后的驱动因素。考虑其理性和感性原因及潜在需求，例如探险、信任以及舒适性等。

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.

除了常见数据集以外，您还可通过其他途径深入了解客户更广泛的行为和动机。最后，专注创意执行，从而以最大程度激发客户兴趣。

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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来源 / 经济日报记者陈颐、朱琳

编辑 / 张苇杭