#UM&T1 Interview on the future of mobility in Travel - with Juan Pablo Martin Yamin (Flecha Amarilla) and Marcus Puffer (IBS Software Services)

“Being able to see the complete customer journey of the consumer (..) will mean more revenue while taking away pains for the customer” - Juan Pablo Martín Yamin.

We launch today our second series on MaaS: "Urban Mobility & Travel", which will be hosted by Alex HAYEM , CEO of The Good Seat , a player at the heart of MaaS (Mobility as a Service) by being a provider of real-time aggregated data for platforms wishing to do MaaS, especially in the travel sector. This new series aims to better understand the current situation and future developments in the links between Urban Mobility and Travel.

We will see that travel actors are becoming more and more complete travel retailers integrating the MaaS dimension, of which the @SNCF Connect & Tech platform in France is a spearhead.?

For this first edition, we focus on the theme "the future of mobility in Travel". We had the chance to interview two personalities at the heart of these topics:?

• Juan Pablo Martín Yamín , the Commercial Director of Flecha Amarilla in Mexico, a major player in inter-city bus passenger transportation.?

In particular, Flecha Amarilla has decided to trust The Good Seat to manage their first/last mile strategy by integrating their solutions to offer their passengers to reach/depart from bus stations with an e-taxi that can be ordered on their platform as ancillaries.?

• Marcus Puffer , Vice President Global Loyalty Strategy at IBS Software Services, a leading provider of ancillary creation and transformation services for the airline industry.?

Alex : First of all, how can mobility around airports and stations be an opportunity for the travel industry?

Marcus : Many travel providers such as airlines want to become retailers and extend the value chain. Mobility around airports (and at the origin and destination) can be the first or the last stage of a journey. Last mile mobility can be an essential element in this value chain and determine the overall satisfaction of the journey.

Juan : People want seamless solutions for their mobility needs. Customers want companies that can give them that, with easy steps for booking their trips, and have interconnected solutions. If airports are able to integrate first and last mile solutions to the experience, before leaving the terminal, travelers will not see them as a necessary evil but as a way to connect and make their travels more enjoyable and efficient.?

Alex : According to you, how can travel companies use information technology to provide a smoother travel experience for travelers in mobility around airports/stations?

Juan : By knowing the behavior of the travelers we can anticipate high demand in certain seasons in order to put the supply on the market and avoid delays or not being able to meet their needs.

Marcus : Uncertainty is the traveler's biggest enemy. In an eco-system, where many providers link to each other, a reliable, safe, and comfortable experience is challenging to deliver. A better integration, a one stop shop approach, a seamless payment experience, a better information provision can be achieved through better integration between the partners.

Alex : Should first and last mile mobility solutions be outsourced to specialized private companies or implemented and managed directly by operators?

Marcus : To answer this question, I assume that “operator” is a travel company like an airline. For a travel operator, last mile connectivity may not be the first priority or core competence. But how to leverage the services of the specialized private company in the travel value chain, should be a question answered by the operator.

Juan : In our experience, we tried to do it ourselves and there are a lot of resources that need to be invested, and even that does not ensure success. It is better to integrate the solution through a third-party provider, as that is their core, and helps us focus on our core.

Alex : In your daily operations, how important is the implementation of a simplified mobility solution for your staff transportation to and from airports/stations?

Juan : Extremely, our staff does not need to worry about how to get to their job, however, we don’t have it solved yet.

Alex : How can travel companies use mobility around airports/railways as an opportunity to strengthen their brand and improve their reputation with consumers?

Marcus : In the entire travel journey, first or last mile mobility is often a nuisance to the traveler (which service to use, how expensive is it, will my luggage fit, is it safe), especially in destinations where the traveler may be not familiar with. Providing the aspects of reliability, safety, etc can make a difference. Premium services such as the Emirates Chauffeur service address these needs, but may be expensive in maintenance and cannot be rolled out globally.

Juan : I would like to add that, by doing so and being a first mover, we stay inventive and on top of minds of our consumers, for being an innovation driven enterprise.

Alex : To what extent will public transport solutions, such as buses and trains, adapt to improve the experience of travelers for the first and last mile?

Juan : We need to integrate with third parties, as they may be our competition, however, they can become allies in order to attend to the need of the consumer.

Marcus : Driven by ecological considerations or the improvement of a tourist experience, cities will certainly invest in improved last mile connectivity. However, public transportation may only be going so far, and may not fully satisfy the travelers' need.

Alex : What do you think about shared mobility solutions to reach airports/stations?

Marcus : This may be one aspect for a specific, cost-conscious customer segment, but I would expect flexibility, comfort and privacy to have sufficient value for classical mobility solutions to prevail.

Juan : Airports and stations are getting further away from where people live, so it is crucial that people have an alternative to getting to where they need.

Alex : How will airports and stations be modernized to become more accessible, especially for people with reduced mobility?

Juan : Integrating solutions that allow people to have a smoother process from the entrance to the boarding gate.

Marcus : In a growingly inclusive world, transportation hubs for people with reduced mobility will need to improve, with the most basic facilities first, i.e. elevators, escalators, etc. While airports are certainly better prepared for this, public transportation facilities certainly often lag behind and it will take significant efforts and investments to turn a network like the London tube into a barrier-free environment.

Alex : To what extent can a ride-hailing and taxi comparison service help airlines and travel operators provide a smoother travel experience for travellers in terms of mobility around airports/stations?

Marcus : First, ride-hailing and taxi comparison services can provide comfort and one-stop shop experience for the last mile. The door-to-door service, for passenger and baggage transportation? is indeed an asset. Second, better integration into airport facilities and procedures (designated pick-up and drop off areas) will facilitate an easy intermodal experience. Price certainty and safety (i.e. authorized transportation partner) will also improve the experience, especially in markets where safety concerns exist.

Juan : By creating integrated technology, and government identification, ride hailing companies can validate a person prior to being at the airport, and have special access for those who have been validated.

Alex : To what extent can a successful integration of a ride-hailing and taxi comparator help airlines to retain their customers and attract new travelers?

Marcus : The integration of a taxi and ride hailing service can be one additional ancillary service which allows a) the airline to generate additional revenues, b) be an extension of the experience beyond their own reach, c) be a partner to a loyalty program allowing to create further stickiness, d) reduce uncertainty for the traveler.

Juan : Hassle-free booking. By booking an airplane ticket + ride + hotel + activities, consumers can get better deals, or not deal with the hassle of looking at 10 different websites just to get to their destination.

Alex : To what extent can airlines use data to tailor transport recommendations for travelers according to their preferences and needs?

Juan : They are going to be able to know where the travelers are coming from, their behavior, and all the economic data to make more tailored offers to the customers, while also incrementing revenue for the corporations.

Marcus : E.g., if a family is traveling and has booked extra luggage, transport in a larger car or van can be recommended and appropriately priced. Based on the class of travel, certain car categories could be recommended. For the return home, the address may be prepopulated for ordering a ride. Etc.

Alex : Do you have a final word ton conclude?

Juan : Yes, I would like to conclude by telling you that : Being able to see the complete customer journey of the consumer, and seeing where our company can provide a solution will mean more revenue while taking away pains for the customers.

Marcus : Nothing to add, thanks !