Delivering on the cognitive promise in travel

Many travel executives understand the power cognitive computing has to transform their industry. However, even the most advanced travel companies are only making initial forays into cognitive computing by experimenting with chat-bots and robots – a good starting point for much greater cognitive opportunities. Based on a survey of travel and transportation executives, we developed a vision for the industry’s cognitive future and a set of recommendations for realizing that vision. We found that, after aligning cognitive priorities with core strategic objectives, travel companies can embrace their organizations’ data complexities to generate cognitive insights, deliver those insights to frontline staff and apply lessons from cognitive-ready travel leaders. These actions can help travel companies create cognitive programs that improve the travel experience, streamline travel operations – or do both.

Study highlights

43% of travels executives can describe a cognitive computing project or program that could transform their company. - IBM

63% of travel executives in our study report frequent use of advanced analytics,which is often a precursor for cognitive technologies. - IBM

Only 15% of travel executives say analytic output is consistently applied to business decisions. - IBM

About the authors

Steve Peterson

Steve Peterson
Travel and Transportation Lead,
IBM Institute for Business Value,
IBM Global Business Services

Raimon Christiani

Raimon Christiani
Global Industry Leader for Travel and Transportation
for IBM Global Business Services.

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