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Digital
Aviation Forum

The 12th international conference

Air transport Digitalization: why it is an imminent necessity

Although talk about digitalisation has, for some time, been trendy, the transformation it promises is a must for the entire Russian air transport industry.

New technologies not only offer a pathway to improving competitiveness and strengthened market positions, but are also required to change the tune both of the system of interaction with tens of millions of passengers and the internal business processes of all air transport industry participants.

May 23, 2019
Renaissance Moscow Monarch Center

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How it was in 2019

Interview with Christian Baillet
Christian, as we see, the passenger journey becomes more and more digitized. Could you tell us about the most significant moments in this path when passengers go digital?
– Before talking about digital, I’d like to talk about the five key moments that we see in passenger journey.  First one being when the passenger is wondering “Where am I going to go? What do I want to do?” He is looking for inspiration. Then, when the passenger gets an idea where he wants to go, the next piece is “okay. How can I go there? What does it cost? What are the options?” When the passenger would start to search. Third moment is when passenger has searched, he has seen different offers and he is ready to book or to buy a trip, which is the important moment for all travel vendors because that’s when they will collect money. Passenger buys the trip; some time passes; and the fourth moment comes when the trip is becoming closer, and the passenger is ready, he is going to the airport and is travelling. The fifth biggest moment is when the passenger is back home, the travel is really finished, and it’s time to get him ready for his next trip, so it’s also a defining moment for any travel vendor.
 
All these moments already exist. The question is how to make them work effectively, so that airlines, airports and all the other service providers could use such moments more efficiently?
– Indeed. These phases are natural parts of a travel or a journey. The digital world brings big opportunities to connect the moments better, because through these moments different travel vendors or travel providers are interacting with passengers, and to also connect all those vendors as an ecosystem. When a traveler searches, with a travel agency or a metasearch engine, with Google, with Facebook, with social reviews, so, this is a very wide world. And then from the point of travelling, another moment of wide world, because first there is a taxi or a bus to the airport, then what happens at the airport, then there is interaction with the airlines, then on destination they go to hotel, they buy tour services, so the number of actors is very large. Historically they used to be caring of their own very small piece of the business. Now, is this efficient for traveler? I doubt it is, because obviously the traveler sees his journey as a continuum, rather than small slices. So, the real big improvement for travelers is how can you deliver, as an ecosystem, this continuum, how the ecosystem of travel vendors organizes itself to share the data, to collaborate, to better service the traveler.
 
Yes. First we see websites, then person goes to mobile applications, now we talk about the possible use of chat-bots. May be, we would end up with personal digital assistant like Siri, which will take care of all the process and we will communicate with just one digital person who will answer all my questions.
– The channels of interactions, the technology to interact with a traveler is getting much more varied, I would even mention virtual reality, which makes a good service at the destination: when you look at your mobile phone and it gives you enriched information about the context around you. So, really, the ways of interacting with travelers through technology is getting richer and wider and offers new possibilities.
 
Okay. The next challenge is to make these services less annoying. Because, all the chatbots are interacting with you basically the same way: “Hello, How can I help you?”, and actually it’s not very pleasant for a user.
– If I understand the question correctly, yes, we need to develop and design the technologies in such a way that they are relevant and useful, but not invasive. And we also need to design the technology so that it asks for permission to use the traveler’s data, because sometimes I don’t want to be marketed things to. Probably, I want to say ‘yes, this is of interest to me’, and ‘no, don’t come with this to me’.
 
I think that is very interesting. May be, you would say a few words about the integration of all market players – airlines, travel agencies, airports – as mobility providers, because from the customer point of view, they are all parts of the same journey. May be they also need to be combined somehow?
– That’s definitely where we at Amadeus would like the world to go to, and we would like to help the world move in that direction. But first, there is a bit of a business obstacle to overcome – we need all the players to see themselves as adding value to each other rather than competing with each other. Once you overcome that idea, it’s about how you enable it. To enable that, you obviously need technology behind to share the data across different vendors, and that’s the core business of Amadeus, where we want to help deliver memorable journeys to the travelers.
 
So, that’s the role of Amadeus as the technology provider?
– Absolutely!
 
In conclusion, what is your opinion about this conference? Just in few words?
– The first thing I’d like to note is it’s very rich, it gathers players and actors from different sectors – particularly, here are a lot of airports and airlines, but there are also some technology companies and also hotels, so it is looking into that ecosystem perspective, and it’s pretty rich from that perspective. The other point that I’ve enjoyed quite a lot this morning is that there is a clear view that in order to get there, we need to transform the way we do things. This is a reality. It’s good that it’s spoken about, because the difficult piece here is not the technology, but the transformation.
 
Thank you!
 
The interview took place on May, 23 at the Digital Aviation Forum 2019, where Christian made a presentation on Digital Moments in Travel: How Airlines Can Influence and Connect. Broadcast of the speech is available at the link: https://www.facebook.com/ATOjournal/videos/2399673053417079/
 

Digitalisation of the air transport industry was discussed at the 12th International Digital Aviation Forum, which took place on May 23 in Moscow.

Attended by more than 300 industry experts, including representatives of leading airlines and airports, technology providers and industry analysts, all learned about current key aviation industry digitalisation trends. They heard that the digital aviation revolution is for the benefit of every passenger.

Future outlook
The 2019 Digital Aviation Forum proved again that it has become a unique high professional level platform for participants to identify and discuss the most pressing digitalisation issues facing the aviation industry in Russia. The forum offered an opportunity to investigate the technological future of travel.
Improving the efficiency of airports and air carriers, the development of advanced technologies and new digital solutions: all of these tasks should be addressed through the formation of common ecosystems that will build effective interactions between the various participants in the transport process.

Digital Aviation Forum

Key topics

Digital
trends and strategies

Passenger Experience
Monetization

Networks
and apps Cybersecurity

Airport, airlines and teamwork –
thanks to digital transformation

Digital
identification

Personal
Data protection

Data
architecture

Business Intelligence
Analysis

NDC
-

One Order
-

Technologies
-

Distribution
-

Conference Audience 2018

Industry

Airlines
33%
IT-companies
27%
Online booking services
10%
Airports
8%
Ground handling and aircraft equipment
7%
Media
5%
Financial sector
4%
Regulatory authorities
3%
Others
3%

Job Titles

Development directors
30%
CIOs
24%
CEOs
15%
Commercial directors
13%
Marketing and sales directors
10%
Analysts
5%
E-commerce specialists
3%

Speakers and attendees testimonials

Keynote speakers

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Digital Aviation Forum 2019

is an annual international event, where digitalization of the aviation complex of Russia and the CIS is discussed.

How it was in 2018

On May 31 Moscow hosted the 11th International Digital Aviation Forum which gathered more than 280 CIOs and experts of airlines, airports, business divisions of OEMs and travel agencies, IT-companies developing solutions for aviation.

Being held for the 11th time, the Forum has significantly widened both its program and format. This year, brilliant performances by the speakers gave the participants an opportunity to dip into technological future of traveling, besides the attendees had a chance to visit the Digital Aviation Hackathon where young teams developed cases and competed to find out the best among them, as well as to join showcases and workshops organized by partners of the Forum, dive into the world of cutting edge technologies in the demo-zone and get familiar with advanced startups in the traveling industry.

Conference Results

280+ participants | Stream for Travel IT | Digital Aviation Hackathon | Demo-Zone | TV Studio | Digital Technologies Exhibition
| Showcases and Workshops Organized by Partners of the Forum | Traveling Industry Startups | International Attendees and Speakers

New formats

DEMO- AND EXPO-ZONES

of innovative solutions

The opportunity to hold showcases, short master classes, demonstrating company’s achievements, the latest solutions and projects in online mode.

Activity

STARTUP ZONE

Innovative solutions and startups zone, a job fair and other networking spaces to increase the activity of participants and to contribute to the introduction of new ideas and products.

PHOTO CORNER

Professional photography

and MUCH MORE
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NETWORKING

Specially equipped meeting and networking area, as well as long breaks and a cocktail reception at the end of the first day will offer excellent opportunities for business dating and informal communication

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Renaissance Moscow Monarch Centre
Address Moscow, Leningradsky prospect, 31A bld. 1
Phone +7 495 995 0009
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Participation
Valeria Burskaya
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Agenda
Anastasia Zamotina | Head of the Project
+7 967 198-38-92
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For Media
Irina Osipova | Project Coordinator
+7 903 263-02-81
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Olga Rybak
+7 903 797-75-28
orybak@atoevents.ru

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