GDSs To Replace Traveler Profile Systems
Global distribution system providers in the coming months plan to release new traveler profile systems that reside outside of the hosted GDS environment, enabling more robust data collection and quicker data transfer to agent and online points of sale and enterprise management software systems. The new profile systems also serve as a key technology platform behind new agent point-of-sale desktop applications, scheduled to launch this year.
By sitting outside of the GDS and providing a much wider range of data collection and transfer capabilities in comparison to current hosted profile systems, travel management companies can provide more personalized services to each traveler based on booking habits, preferences, corporate policy and—on an even more granular level—break travelers into generational and hierarchical groups.
Along with the greater visibility into corporate traveler spending behavior, such personalization capabilities also facilitate the new airline merchandizing and agent sales environment by tailoring certain upgrades and services to travelers based on their profiles.
Current systems are limited in their data elements, and expanding on the data set requires significant programming and maintenance. In the new systems' Web services and service-oriented architecture, data sets can expand more quickly with little support, which in theory cuts cost and enables agents to process bookings more efficiently.
Sabre's PowerPlus Profiles will have more than 1,600 data elements this spring when Sabre releases the product, which large corporate clients and travel management companies have been testing since November, according to product marketing manager Brad Bennett.
Travelport GDS and Amadeus executives also said their companies are building conceptually similar profile products as part of their new agency technology products and services.
Travelport's new profile system is based on technology acquired from G2 SwitchWorks last year. According to Travelport GDS group vice president and head of products and services Neal Sunners, the system will undergo beta testing in the second quarter and a more general rollout later in the year.
Sunners said one of the benefits of the new profile systems is the elimination of many passive segments in a passenger name record, which happens when content is booked outside of the GDS but still uses the distribution system for some reservation processes, which often incur fees.
"It can support cancel demands if the booking source interface supports them, whereas today in many cases where content is booked outside of the GDS, the only efficient way to record that in a fashion that the agencies can use it in the post-booking process is to make it a passive segment," Sunners said. "The new solution makes those active."
The largest travel management companies are developing their own proprietary profile systems as part of larger technology efforts. For example, HRG's profile work is part of its Universal Super Platform suite of technology products and services. According to HRG North America executive vice president of technology Ted Brooks, some components of the profile are in a pilot phase, in conjunction with its new agent point-of-sale tool.
American Express Business Travel also has a profile system development project scheduled for next year, said senior vice president of global marketing and product management Lisa Durcoher.