eDreams trials biometric technology to help drive inspiration

Edreams Odigeo is using biometric technology to learn more about what inspires customers and drives decisions.

The Barcelona-based online travel agency is using eye-tracking technology as well as devices to track biometric responses, such as brain activity, to different images and words.

The OTA, whose brands include Opodo, Liligo and GoVoyages, is also testing eye tracking alongside virtual reality headsets to gauge reaction to various holiday images.

The technology is employed within its user experience lab, which works with about 1,100 consumers every quarter.

Edreams is not the first company to employ these sort of biometric techniques to help improve the customer experience. 

AccorHotels recently unveiled its Seeker Project, the pilot which used Muse EEG headsets and Empatica E4 wristbands to measure brain wave activity, heart rate and skin response. The initiative aims to learn what consumers are really looking for.

At eDreams, user experience insight gleaned from consumers is combined with interviews, focus groups and workshops to help the company improve its products and services. 

Additional technology being developed by eDreams is a mobile-based chat assistant which could address a number of use cases from simple search when a customer knows dates and destination to something more inspirational based on dates, budget and previous preferences. The technology could also recommend and book tours and activities in a destination.

Expedia also uses eye-tracking technology and sensors to track changes in facial muscles across its usability labs.

Edreams stresses that the trials are very much conceptual at this stage.

Chief executive officer Dana Dunne points out that much of the technology is expensive and it’s difficult to extend trials to consumers more widely.

He adds that millennials in particular are looking for instant results, often delivered via mobile, which makes it more difficult to deliver an inspirational experience.

Dunne was speaking as eDreams unveiled its Meaningful Journey research into what motivates travellers as well as details of how the company is using artificial intelligence.