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OBT Hackathon Many Reasons Why Companies May Have Declined Or Can- in 2020 So There’Ll Be Another Chance

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OBT Hackathon Many Reasons Why Companies May Have Declined Or Can- in 2020 So There’Ll Be Another Chance HowOBT forward-thinking Hack organizations embraced the travel managers’ call for more innovation in the Corporate Booking Tool space and got involved in a 28-hour unique hackathon 2 Sprint Faster Contents Executive Summary 3 Innovate… or Die: the Need for OBTs to step up 5 GETTING TO THE VISION - Hack My World! 7 Show Me What You’ve Got! Zoom on solutions developed 11 Winning ideas 13 Other ideas 24 So, What Now? – May the Magic Last… 26 Conclusion 27 Thank you 28 Appendix - Who was there? 29 Sprint Faster 3 Executive The ideas generated fell into five broad development areas: 1 #UX Simplification: towards a 1-click and more creative booking experience Summary enriched with rich content 2 #Personalization Stop the noise, know your travelers, push relevant and contextualized In 2015 IATA established its first Travel Manager Advisory offers based on their preferences Group (TMAG), in Europe, to engage with the business travel value chain in order to understand how the New Distribution 3 #Wellbeing Create experiential KPIs. Better man- age the frictions travelers experience, Capability (NDC) standard would affect this community in measure the impact of cost-driven terms of challenges, opportunities and benefits. travel policies Over the past years, this group of over 30 passionate 4 #Social Offer more interactive services and create communities of travelers professionals across Europe and North America created a vision for the future: they generated ideas for new airline 5 #Bleisure Integrate opportunities for travelers to products and services for the business travel community extend a business trip – while granting control over the display (Taking The Reins report) and reflected on the future TMC value proposition in a new and fast evolving distribu- Bleisure travel /UK /΄bleʒ.ə΄/ US /΄bli:.ʒə/ is a portmanteau of tion landscape (Time To Fly “Supporting innovation “business” and “leisure”, and, it refers to “the activity of combining report). in the OBT space business travel with leisure time”. is really important The group realized that what to me and my is key to make NDC a reality industry peers. The Across the 12 companies participating, three broad product is that the value and benefits technology we utilize strategies appear to have emerged: enabled by this technologic is a vital component standard is reflected in to managing our travel 1. Development of new NDC content and booking traveler-facing tools – in policy and availability of capability – build aggregation capabilities other words the Online rich content is essential Booking Tool (OBTs). The to providing the 2. Enhancement of existing features – integrate rich momentum was here. experience our travelers content and new services that were not available in a expect. I was excited non-NDC world So, TMAG focused time to be part of this event and energy on developing and to be among OBT 3. Go beyond NDC… - Build features and new experiences a call to action for the OBT providers who clearly around what NDC enables community. have the same focus and desire to innovate.” A full list of solutions developed by the teams who accepted As a result, IATA conducted Nikki Foster, the challenge can be found in this document. And while the a special event - traditionally Travel Category Manager, actual ideas might be useful to airlines and to any busi- aimed at a tech audience: a Veritas Technologies LLC ness travel service provider looking to create value in the #HACKAIR MENTOR & JURY hackathon (#HackAIR). This MEMBER travel technology space, it is the potential for innovation, marathon for developers true enhancements taking into consideration travelers and specifically targeted OBTs company needs and the demonstration that travel buyers with the purpose of high- see an urge to enhance the OBT proposition which matters lighting innovation in this sector and demonstrating their the most. So welcome to the story of #HackAIR, where ability to develop new capabilities from NDC content. travel managers who care decided to foster innovation and challenge key tech players to become better. Within a 28-hour coding marathon, twelve teams developed prototypes of solutions enabled by NDC APIs (Application Get your running shoes on. Programming Interface) as well as travel-related APIs. A Parallel Insight in 2019 In addition to fostering innovation in the Online Booking Tool (OBT) space, the TMAG also concurrently turned the lens on themselves and have thought about the evolution of the travel program and their future roles. As a result, IATA has facilitated a design-thinking exercise, referred to as a “Propathon”, to develop their view of the Short and Long Term Changes Required to Accelerate to a Managed Travel Program in a New Distribution Landscape. The insights and results of that exercise can be seen in the Step on the Gas report. 4 Sprint Faster combination of TMC and “It’s all about Innovate… OBT services) in order to collaboration. It is critical deliver value and unleash its for an airline to be able full potential. or Die: the Need to display the diversity of our products and Travel managers are very services in B2B tools for OBTs to step up aware that upgrading their the same way as in travel program will come consumer tools. This What particularly stood out in TMAG work and recent dis- with a certain number of allow us to make sure cussions, is that if there is one sector in the industry that benefits and even tackles business travelers get particularly needs innovation, it’s the OBT sector. HR interests with impacts on the best experience employee satisfaction and and travel buyers As we witness more and more tangible NDC developments on talent acquisition and create more value. The across the industry - with major announcements every week retention. hackathon was a great from different players of the value chain, the key for NDC to opportunity to interact become a reality is to get traveler-facing booking tools to in- Looking beyond the travel with the community of vest more efforts and budget in developing new capabilities manager’s lenses, it seems developers. We heard from NDC content. Especially in a context where most of of obvious that it is about how they use our API the bookings are already happening online for eligible flights taking the airline / travel and develop innovative and where there is a rising appetite from travelers asking for manager / OBT / TMC rela- features to modernize more modern and similar tools to the ones they already use tionship to the next level. Online Booking Tools (and love!) in their daily life. and allow us to optimize There is a common indus- our indirect booking The OBT forms a key component of any managed travel try interest in accelerating channels. “ program: the latter has to be supported by a solid distri- NDC developments in a bution/service platform (resulting from joints efforts and fast-evolving distribution Cliff Trotta, Director Sales, Distribution and Commercial landscape – and airlines are Planning, Iberia in high demand for that. #HACKAIR JURY MEMBER “The reality is that “From an end-user corporate travel should perspective i.e. the So, the time has come to be easier to buy. We traveler, the value foster true innovation! need to bridge the of a travel program gap between what the manifests itself through consumer tools offer their company Online today and how quickly Booking Tool. What they are evolving, and cannot be found in the the capabilities of the corporate tool in terms corporate booking of content, features tools. I’m excited we or User Experience have so many open- generates frustration, minded players joining distrust and has IATA hackathon. Our ultimately an impact industry is ready to see on travel program what innovations can be adherence. developed in order to We are all consumers bring OBTs to the new before being business distribution era, and travelers and it is not an ultimately improve the option to elevate B2B user experience and tools and bring more value proposition for value to all parties”. business travelers.” Aurélie Krau, Consultant & Diane Lundeen Smith, Global Tech Geek, FESTIVE ROAD Travel Sourcing Manager, MS #HACKAIR MENTOR AND JURY Travel, Microsoft MEMBER MEMBER OF TMAG Sprint Faster 5 Getting to Who was invited and who came? “We have always been Any user facing technology hackathon supporters. the vision - Hack which allows the booking of What you can achieve air products in a corporate within such a limited time My World! environment was invited. frame is exciting and Each company invited sent a clearly demonstrates team at their own cost. the power of efficient As a direct result of its TMAG’s guidance, IATA has powered API implementation. a hackathon specifically designed for corporate booking A total of 12 teams com- This time, we welcomed tools, with the presence of corporate buyers and industry posed of software devel- the challenge to explore experts providing insights and mentoring teams of develop- opers, innovators, product the business travel ers. managers and marketers sector and to redesign embraced the challenge (the the traditional way of IATA’s #HackAIR hackathon series have been around for 3+ event was at full capacity). booking trips for work years now, travelling the globe (learn more IATA’s AIRTech- They were established purposes. Interacting Zone) and looking at innovative solutions to take airline companies, start-ups and with Online Booking retailing to the next level. even outsiders who took Tools with a similar this opportunity to explore mindset has been very Wait a minute… development opportunities constructive and is good Hackathon for the industry!”. ɒ A hackathon for OBTs, in the business travel sector. /’hækəθ n/ David Friderici, Vice noun you said? President & Head of Product 1.
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