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UT Dallas Marketing Conference: Sabre on Travelocity and Marketing Analytics

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Uploaded on May 13, 2011

Dr. Faker Zouaoui, Vice President of Product Marketing for Sabre Travel Network, shared a case study on how Travelocity transitioned to serve the retail traveler market. Faker discussed the challenges faced by Travelocity in the airline industry while establishing a new framework and working with an enterprise network model to understand the dynamics of the industry. Travelocity wanted to use data to transform its business. Key considerations in the model were actual purchases, consumer shopping patterns, elapsed time, carrier connection time and price. Faker described how Travelocity used a search algorithm to generate possible combinations for each traveler from the billions of possibilities.
Because the travel industry is so highly competitive, Travelocity's suppliers and customers have many other ways to connect. Travelocity competes with on-line travel agencies such as Expedia and Orbitz, distressed inventory outlets like Priceline and Hotwire and supplier sites such as Northwest.com and Hilton.com. Since it is easy for consumers to comparison shop online, any changes in content, display or price can have a dramatic impact on Travelocity's market share and revenues. Faker described how Travelocity worked to create tools, processes and analytics to support supplier-retailer partnerships and to optimize retail operations in the new online channel.

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