The democratization of travel and the future of airline innovation

The airline business exists to bring people together.

An important part of the industry’s mandate should be democratizing the process of air travel, making new experiences and destinations affordable for those who could never access them before.

In spite of reports of negative passenger experiences and other challenges, the industry continues to be the glue that holds together global commerce and helps build rich experiences for generation after generation of traveler - including those who may be experiencing the wonder of travel for the first time.

Innovation has a significant role to play in the process.

It seems like ages since the advent of the e-ticket made air travel much easier and more efficient for millions of travelers. But it was only two decades ago.

Now new technologies are catching up with some of the most intractable problems airlines face, even as they extend the benefits of high-quality travel to millions more customers.

Here are some examples:

Artificial intelligence

Chatbots are becoming more sophisticated in helping improve how customers interact with carriers. From flight searches to status updates, bots are helping consumers plan their travel better and save time in the planning. Several carriers now offer some form of customer-facing chatbot technology. Easier searches mean more accessibility for travelers - and better experiences.

Machine learning is helping improve airline operations. Through better data mining, airlines now have the capability of identifying patterns in travel routing and other factors, helping to make air travel even safer and more efficient.

Likewise, they have the ability to understand their customers needs and wants more richly than before. This learning allows them to improve service delivery for flyers.

Robotics technology

Robotics technology is also starting to come of age, as customer-facing robots have started appearing at airports around the world.

Robot prototypes are starting to help uncover areas of improvement in guest processing efficiency and guest experience as well as back of the house efficiencies in baggage loading and other areas. Dozens of airports are now testing them.

It should not be too long before many of the repetitive, uninteresting tasks at airports become the province of robots - providing better career opportunities for airline employees and helping ensure more even, consistent service for travelers. Everyone will win in this picture of the future.

Fintech innovation

Fintech innovation is also beginning to impact and improve airline booking and travel.

Uplift, a company on whose board I sit, has created a technology that enables consumers to buy airline tickets and spread payments over time, giving consumers access to travel experiences they otherwise would not have had.

On the industry side, the company’s Pay Monthly solution helps airlines drive important marketing metrics, including incremental bookings, improved conversion, higher booking value, channel loyalty and ancillary.

These benefits, considered unattainable when I was at Southwest Airlines, are now easily unlocked for carriers and consumers, with Uplift’s technical implementation.

Companies such as Amadeus continue to innovate solutions in areas such as efficient virtual card management and new virtual card products.

So paying for and booking travel has never been easier or more seamless.

Advances in biometrics and security are also showing promise in improving the way air travel is planned, delivered and safely maintained.

Facial-recognition technology has already been tested and approved for use in airports from Boston’s Logan to Singapore’s Changi airports.

What do all these innovations have in common?

Fundamentally, it’s that they move the passenger, and her needs, to the center of the operating system and the industry value chain.

Travel professionals and others who traverse the world on business often take for granted just how magical, and transformative, an experience can be.

I remember an experience I had at Southwest which brought this home most vividly.

Early in my career, I witnessed a group of travelers visiting a place they never thought possible. Through the incredible gift of affordable travel, this group experienced something new and eye-opening. Watching their faces soak in the wonder of a new place was priceless.

It motivated me to spend my career finding more opportunities to deliver this experience of exploration to as many as possible. It is now why I am so passionate about the role of technology and innovation being implemented by Uplift and others, to open the world for all to see and experience.

So don’t be jaded by stories about airlines perpetually falling short in service delivery. New tools, insights and capabilities are allowing those focused on improvement to deliver an improved and more accessible experience.

There is always room for improvement - and in the airline industry, there’s room for plenty of it.

As an industry, we are on the right track.

The sweep of innovation points upward, promising benefits for both travel providers and the traveling public.