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Advito Starts Business Intelligence Practice

It focuses on multi-source data strategy supported by Domo
By Elizabeth West / April 11, 2018 / Contact Reporter
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BCD's consulting arm Advito has launched a travel intelligence and analytics practice powered by data visualization platform Domo. The consultancy follows the lead of agency competitors Travel and Transport, Omega World Travel, Carlson Wagonlit Travel and American Express Global Business Travel in bringing enhanced data platforms to market.

Former UBS travel analytics lead for the Americas Lexi Honohan joined Advito just under a year ago as senior director of intelligence and analytics. She will lead the practice. Honohan said that even with other agency-connected tools in the market, "we still saw a gap that needed to be filled" in terms of getting more sophisticated business intelligence tools into the hands of travel managers.

Operating the practice under the Advito consultancy arm is one differentiator, Honohan said, particularly when it comes to the focus on multi-source data integration. She called out Amex GBT's Premier Insights, which only integrates travel management company and corporate card data—and only if that corporate card is American Express. GBT has talked for more than 18 months about potential future integration with Mastercard and Visa, but nothing has yet come to market. The company also has said expense data integration is on the way.

Proprietary platforms like CWT's Analytiqs and Omega World Travel's Omegalytics have shown some range for multi-source data integration, but mostly traditional agency, card and expense. Omegalytics brings in ARC data. Travel and Transport's source-agnostic Data Visualization Intelligence spinoff is more akin to Advito's strategy in that it looks to digest both travel data and non-travel data to produce insights to drive business objectives, not just to manage travel spend and compliance.   

Honohan said Advito chose to partner with Domo largely because of its 200-plus existing application programming interfaces that include important players like Cvent, Salesforce and other finance and HR sources and because the platform's user interface offers an intuitive experience for clients. Advito brings additional third-party data to the table, including market rates, on-time performance tracker FlightStats, hotel availability, quality services index data, rate shopping, traveler sentiment data and public information like weather.

"We will take that data and link it to other areas in the organization," said Honohan. "We will help organizations look at how travel influences sales, how travel influences human resources issues or tax implications. We want to work with companies to drive that value and have those conversations with their C-level executives and business stakeholders."

That may be a more advanced conversation than many companies are able to have right now, but Advito wants to push in that direction. "Every organization is different; their travel program maturity levels are different and so are their objectives," said Honohan.

Travel managers need better data to support more fundamental responsibilities like supplier negotiations and management, and Honohan is on board. "We want to change those supplier conversations and the sourcing cycle for the travel manager," she said. "Every organization that goes to the negotiating table has been reliant on supplier data [to show market share or volume commitments]. Wouldn't it be great to have that conversation but [be able to say to the supplier], 'Yes, but you canceled your flights in that market 50 percent of the time,' or, 'Our travelers know that when there are weather issues, you will cancel, so they book away,' or that '70 percent of the time, our hotel rates were not available in our prime markets.'"

Honohan said travel managers want to get to the "why" behind spend patterns and not just continue to look at numbers. "You can't get there with a single-source data platform. There's no one source of truth for travel insights. Advito wants to provide a tool that is quick to implement and easy to use, and we'll provide the consulting power behind it to make sure our clients meet their objectives."

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