How can technology help us overcome friction to build a better travel experience?

While there has been a remarkable improvement in the experience of travel in recent years, it would be difficult to claim that the experience is now friction free. Yet, as technology continues to improve across our industry, many of the pain points travelers encounter are gradually being addressed with innovative new solutions. 

We are in the process of transforming travel. Today, we are within reach of a 'digital first' future of ticket-free journeys where travelers are recognized through a combination of biometrics and cloud-based applications. ​

Here I would like to offer a little insight into some of the most exciting changes taking place right now, focusing on airlines and airports, exploring how we can build better journeys, every time. 

Biometric technology will streamline airport experiences 

Perhaps most exciting are the changes created by emerging biometric technology.

Across the airport, from check-in through to bag drop into the lounge and boarding, cameras can now be embedded into every touchpoint, delivering a safe, intuitive, end‑to‑end journey. All passengers need to do is look at the camera and their unique identity will be recognized (and protected)

Passengers can create biometrics credentials from their mobile, making it easier than ever to pass through check points. Take a selfie and it will be matched to a verified ID document, creating a unique profile. These solutions reduce queues, speed up check-in and boarding and free airport staff to deliver enhanced customer service. 

We see a world where there will be no need for passengers to carry a paper passport. For example, this is already the case with Global Entry in the United States, where travelers can pass through the airport using only biometric information, an opportunity we see growing in the future. 

Artificial intelligence will drive customer service

Our own research suggests the number one concern for travelers is dealing with delays or cancellations, with 68% of travelers considering the experience distressing. This is where technology can and is currently making a big impact. 

As stakeholders, including airlines, airports, ground handlers and hotels adopt open communication standards, end-to-end systems integration and deeper collaboration, we are building a more proactive approach to smarter, simpler disruption management.

For instance, a new Artificial Intelligence (AI) tool that might propose better passenger re-accommodation options based on customer preference or collaborative platform technology that helps stakeholders work more closely during disruption events, the industry has new options. 

This means automatically rebooking passengers in the event of cancelation or sharing new travel options with travelers over mobile apps or email, reducing stress and queues at airports. Hotels can be notified of changes to a schedule and rebook rooms automatically, with car rental providers integrated into the process. 

Building these connections between travel providers will help us create end-to-end experiences, working together to create a seamless experience.  

Internet of Things holds promise for the future 

Another great example of technology reducing friction is digital bag tags, which allow travelers to track the precise location of luggage during a trip, offering reassurance and peace of mind.  

By digitizing the paper label, moreover, travelers no longer need to obtain a luggage tag at the airport. This means they can check in from anywhere they like, taking the entire baggage process off-airport. All that is left is a quick drop-off at one of the designated areas, which can utilize the biometric technology mentioned above. 

Building a new future 

These are just some examples of the many innovations which are currently transforming travel across the entire industry ecosystem to reduce friction. 

We must continue to harness the full potential of technology and work together to make the experience of travel simpler and better for everyone, everywhere. Together we can entirely transform how travel works. The industry is ready. The time is now.