I S S E L - Pilot HitList Savia Amadeus case study

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Spain’s leading travel player puts Pilot HitList at the heart of its plans

Deriving local advantage from a global system
Founded in 1987 and operational since 1992, Amadeus operates one of the world's most extensive electronic marketplaces. It enables travel agents and travel service providers to market and sell travel to corporate and consumer end-users in over 200 markets around the world. Its modular technology is also used by over 130 airlines and many travel service providers, in order to optimise their internal operational requirements. The rapid expansion of this business has helped Amadeus establish a reputation as the fastest growing and most widely used global distribution system (GDS).

SAVIATOURS is a B2B e-commerce platform marketed by SAVIA Amadeus that leverages the benefits of Internet-based technology to complement the company's other reservation systems. SAVIA Amadeus wanted to analyse the platform's efficiency and analyse purchasing processes and customer behaviour down to the last detail.

Such information could be used to enhance the system and its navigational capability to ensure it is honed to the need of travel agents. An additional benefit of the analysis would be the ability to measure the effectiveness of marketing campaigns. The first application SAVIA deployed was used for path analysis. A powerful tool in this market space, path analysis has enabled SAVIA Amadeus to improve the navigation process and detect any problems as soon as they arise. Using Pilot HitList has helped provide a sophisticated platform with excellent navigational capability meaning travel agents can make package holiday bookings for customers more quickly and accurately.

The other application links directly to the company's marketing plan. The complete information it provides, its analysis capabilities and easy integration with corporate databases makes it possible to identify and pinpoint with great accuracy the various user segments and the extent to which they use SAVIATOURS.

"This is of great value to us, given that it allows us to devise very specific marketing campaigns, make the most of our investments in promotional activities and measure the results from the different campaigns in terms of each variable type," explained Iñigo García Aranda. Variables that can be measured include sales, visits, the length of time the application is used and factors related to geography, season and customer type.

Implementation

Installation of Pilot HitList at SAVIA Amadeus was carried out by ECS, a company specialising in IT consultancy and the development of state-of-the-art technical solutions. ECS's e-Business division was tasked with carrying out the needs analysis, preparing the infrastructure, installing and configuring the system, putting it into operation, as well as producing reports, providing training and customising the system.

ECS has played a vital role in this project when it comes to combining the expertise and experience of its consultants in Pilot HitList technology with their ability to adapt these tools to the Internet-based business model used by SAVIA Amadeus.

The HitList server runs on a Pentium III system under Windows 2000, while the data warehouse runs on SQL Server 2000. An Apache web server is used and information about user activity is collected using sniffing techniques and log downloads via FTP in order to consolidate it in the data warehouse and make it available for use on line.

In practise

This solution now provides a direct service to all tour operators using the SAVIATOURS business platform, as well as serving the in-house team and, indirectly, to 20,000 travel agents.

"Pilot HitList provides us with valuable information allowing us to develop and enhance the system and its navigational capability in order to satisfy the interests of its users and travel agents," points out Iñigo García Aranda. "This implementation has also provided us with the necessary tools for measuring the effectiveness of our marketing campaigns."

SAVIA Amadeus has achieved excellent results from implementing Pilot HitList on its SAVIATOURS platform. In its first four months of operation products worth a value of 1.2 million Euros have been transacted and the system has been accessed by over 5,000 travel agents. Around 2,300 travel agencies (out of a total of 6,000) have navigated through the application.

In the short term, SAVIA Amadeus wants SAVIATOURS to become established as the number one online package holiday reservations platform and also to launch new projects in the area of business intelligence, where information is processed to be used in the decision-making process (DSS) aimed at suppliers presenting their proposals using SAVIATOURS. "It goes without saying that the Pilot HitList solution
is vital to achieving this objective," explains García Aranda.

SAVIA Amadeus expects that in around five years it will be serving 200 suppliers and generating a volume of business worth 3,000 million Euros per year. In García Aranda's view, "The analytics solution will be the ideal companion on the road to implementing this ambitious project."