Maximizing Digital Tech for a Maximized Passenger Experience
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APEX Insight: As we all look ahead to envision the future of travel, it turns out that Google Travel Team is doing just the same. With a focus on delivering personalization through digital platforms such as the IFE seatback, APEX members might be delighted to know the burgeoning technologies in our industry align quite nicely with Google’s vision. Matt Jones, lead at Google Travel Team states, the tech giant is looking for feedback and collaboration on their ideas.
In his presentation during APEX TECH Wednesday, November 18, Google’s Travel Team Lead Matt Jones shared Google’s vision for the passenger experience and the future traveler.
New Expectations
Connected devices have been a game-changer in the air travel industry in all stages of the passenger journey. Traveling with multiple devices has become the norm for many passengers and in fact, Google predicts 25 billion connected devices by 2020. “[Travel] has changed because the traveler is a connected traveler,” says Jones, and adds that, from a travel brand perspective, this means meeting new and higher expectations.
“Consumers have come to expect something and when they don’t get it, it’s a sub-par experience.”
– Matt Jones, Google
“Consumers have come to expect something and when they don’t get it, it’s a sub-par experience,” says Jones. But for Google, meeting high expectations can be achieved through innovation across digital platforms and delivering a personalized experience. “Google’s mission is to get people off our website as quickly as possible,” explains Jones. “They get what they want on the first try.” And this is the goal with Google Flights’ “I’m Feeling Lucky” button, a feature which designs a trip based on previous consumer behavior.
Taking Out the Friction
Beyond expectations, Jones emphasized the importance of “taking out the friction” from an experience whether it be pre-flight, at the airport or in the plane. “[Virgin America] is one of my favorite websites because it’s just so simple,” says Jones, citing its ease of use, particularly on mobile.
Apps like AirGrub – which allow pressed travelers to order meals on their way to the airport – is a prime example, Jones says, of how technology can ease the travel experience.
Studies have shown the airport experience to be a major pain point for passengers, with 36 percent experiencing negative emotions at airport security. Jones asked: “How can we use technology to delight the customer while they’re at the airport?,” suggesting an app which alerts travelers to the shortest security line based on their location.
Google’s Vision for the Future of Passenger Experience
“My goal is to share Google’s visions and ask for feedback and collaborate,” says Jones. Customized for the APEX TECH crowd, he presented Google’s vision of the ideal seatback in-flight entertainment (IFE). Passengers can access their favorite YouTube playlists, watch videos and play games. The system displays the next meal service and even suggests a beverage the passenger might enjoy. Rather than just having a map on the screen, Jones proposes: “Imagine flying from point A to point B and the navigation was more interactive.”
And while the IFE technologies described above may sound familiar to APEX members – as many already are realities – the fact that burgeoning technologies in our industry align with Google’s vision for the future of PaxEx only confirms that we’re on the right track.