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Commerce
Connected Playbook
Travel And
Hospitality Edition
JANUARY 2020
The PYMNTS Commerce Connected series, in partnership with First Data, now
Fiserv, gives readers an overview of the latest developments, data and trends
from around the connected commerce space. The Playbook will follow the
debut of tools to connect retailers with consumers, gauge how they drive in-
store and online conversions, cover the major news and trends from connected
commerce players and present new data on shifting consumer behaviors and
preferences. Each edition will also include a data-driven deep dive into vari-
ous retail segments and industries.
Commerce
Connected Playbook
Executive summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 05
By the numbers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 09
Feature story. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Headlines
Engagement and retention . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Regulation and compliance . . . . . . . . . . . . . . . . . . . . . . . . . . . .19
Transact. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Protect. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Analyze . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Deep dive. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
The Commerce Connected series was done in collaboration with First Data, now Fiserv, and
PYMNTS is grateful for the company's support and insight. PYMNTS.com retains full editorial
control over the following findings, methodology and data analysis.
5 6
Executive
Summary
T
ravel and hospitality companies address a ceaseless
demand — people will always travel, and travelers will
always need comfortable transportation and lodg-
ing. The ways travelers find, book, and pay for hotels and
transportation have evolved, however.
Travel services must satisfy four generations of guests’
divergent payment needs, all while protecting customer
payment details and their own systems from bad actors.
Millennials make up 20 percent of global travelers and are
particularly fond of mobile apps that make travel booking
and payment seamless. These payment preferences are
significantly impacting booking completions, as one study
recently found that one in five millennials would aban-
don booking processes that did not offer their preferred
payment method.
Cultural differences also impact payment
preferences. Millennial travelers from the United States
or Europe prefer to pay with credit or debit cards, but values sustainability in travel planning alongside the perks or rewards offered by hotels or
those from China often prefer mobile wallets such as Alipay homesharing sites. A wide range of payment preferences are found in differing cultures and
and WeChat, for example. generations, so merchants cannot assume one innovative method will suit all users.
This generation’s consumers often make international trips Leading players in the space are thus making moves to accommodate their consumers. Hotel
and want to be able to know how much something costs in chain Marriott updated its mobile app to offer check-in, hotel alerts and other notifications,
their own currencies. All of these complications say nothing and the Budapest Airport is now supporting Alipay, Union Pay and WeChat Pay to better
of other traveling generations’ differing payment desires or serve Chinese customers. Hungarian tourism has steadily increased over the past year, with
priorities. Travelers of the millennial or Generation Z demo- 50 percent of visitors to Budapest coming from foreign countries. This payment support
graphics are more likely to spend on experiences, but 80 comes at a time when mobile wallet use is expected to represent 21 percent of all glob-
percent of Generation X travelers label cost effectiveness al payments by 2021. This projection is already affecting the dominance of physical cards
as a priority when heading out on vacations. Gen X also
© 2020 PYMNTS.com All Rights Reserved
7 8
Executive Jacob Buckstead
The hospitality industry insight vice president of hospitality solutions
at Fiserv
alone suffered
338 data
What are some of the ways that millennials are changing the hospitality and travel industries, and how
should businesses balance meeting their preferences with older generations’?
breaches More and more hotels are automating and streamlining the
travel process to create a more seamless guest experience
in everything from searching for a place to stay to booking
and using amenities. Innovations such as one-click or one-tap
ing restaurant tables, ordering room service and booking
massages or spa treatments. Hotels are under pressure to
digitize their services to meet millennials’ preferences for
more personalized interactions.
in 2018.
check-in, digital concierge services, smart in-room technolo-
gy and enhanced direct booking engines are transforming the Another important area of digital transformation is in
industry. payments. Customers today are looking for a greater range
of choice when it comes to transactions. According to a
The millennial generation increasingly dominates the Booking.com survey, 20 percent of customers do not complete
demographics of the traveling public, and these a reservation if their payment method of choice is unavailable.
tech-savvy travelers prefer the use of apps and mobile Providing local payment options is now necessary, especially
websites for booking accommodations, as well as reserv- with the influx of international travel.
in markets worldwide. Hospitality services are customers and made a lasting public impres-
subsequently looking to support these mobile sion through its large scale. Industry players
wallets on their own platforms. have since expanded their efforts to keep data
away from fraudsters, adopting enhanced ar-
Digitizing booking and payment experiences
tificial intelligence (AI) and machine learning
to serve the needs of a global customer base
(ML) applications, smart point-of-sale (POS)
is only the beginning for hospitality and trav-
systems and virtual cards. Such firms are also
el companies. They must also contend with
investigating potential uses for biometrics and
fraudsters who are armed with stolen data and
facial recognition to ward off cybercriminals.
identities.
The Travel And Hospitality Commerce
There were 4.1 billion records exposed through
Connected Playbook, a PYMNTS and First
fraud events in the first six months of 2019
Data (now Fiserv) collaboration, examines
across multiple industries — including hos-
how the sector is adapting to these evolving
pitality and travel, which are still dealing with
customer needs, analyzes the impacts of fraud
last year’s security and data breaches. The
and payment concerns on the landscape and
hospitality industry alone suffered 338 data
explores the products and solutions that are
breaches in 2018, including one reported by
gaining or losing traction.
Marriott that exposed the details of 500 million
© 2020 PYMNTS.com All Rights Reserved
9 10
By the
Numbers Click the icon to read more.
$762B 80%
Share of Generation X
Amount that domestic
travelers who cite cost
and international leisure
travelers spent in 2018 Commerce effectiveness as their most
Connected
important travel priority
149.7M
Number of international
59% 50%
trips made by Chinese
travelers in 2018
Portion of U.S. millennials Projected share of millennial
who pay for hotels with spend in the personal
debit cards or cash luxury market by 2025
© 2020 PYMNTS.com All Rights Reserved
11 Headlines 12
Feature
story
Homesharing Platforms Vie For Millennial, Gen Z Travelers
Jetsetters have their quirks, but many traveler needs are common. They
want convenient booking tools, fast payment methods and secure
reservations when planning their trips, and these needs have not changed
much as millennials have come of age. This younger, tech-savvy generation
now makes up 20 percent of all global travelers, and there are ample services
through which they can fulfill their travel needs.
Millennials and younger generations are digitally minded and want to
interact with brands that can answer their personal requests through
online and mobile channels. Standing out in this market can be difficult for
the hospitality services looking to claim millennials’ travel dollars, though, as
“Two noted trends of this holiday season are consumers’ growing preferences for experiences
it can be difficult to create a reputation as a convenient, quick, digital-first,
over material goods and, when it comes to goods, for goods that are not new but have already
social media-savvy travel option when every company is looking to do
been used or can be shared,” he said. “The emphasis on authentic, even unique, as well as local
the same.
and sustainable — that pretty much sums up Airbnb.”
Homesharing platform Airbnb is one of the sharing economy originals, meaning
The company has had success with this type of market vigilance, but hotels are quickly catching
it is well-versed in bringing younger customers newer options over traditional
on. Chains like Marriott are consistently developing service add-ons and mobile apps to provide
hotels. Such platforms must be able to shift with payment and travel trends,
the digital experiences travelers crave. Competition is thus a multilevel event for hospitality
Sam Shrauger, Airbnb’s vice president of payments, explained in a recent
services that need to juggle payment innovations, user perks and security.
interview with PYMNTS. The holiday season provides a good example of the
company’s approach.
© 2020 PYMNTS.com All Rights Reserved
13 14
Market growth and opportunity Payments and their starring role in travel
Airbnb has lost the advantage its reputation had as the only alternative to Airbnb will continue to view payments as a customer service approach as it seeks
traditional hotels. The homesharing market is now full of players armed with to differentiate itself from traditional hotels and the rest of the homesharing space.
niche business applications and promises of convenience and luxurious services. The company is shaking off several platforms that are looking to entice younger
Airbnb is flexing its considerable assets to keep these competitors at arm’s length, consumers with perks and rewards, and is keeping its focus on payments in the
developing new solutions to ensure it is capturing users from all generations process.
and approaching changing customer needs in multiple ways.
“It is important to note the foundational role that payments has played in our
“We first have a team of payments-specific researchers who conduct field tests with community’s trust in Airbnb,” Shrauger said. “Even in 2019, more than 10 years after
guests and hosts to discover areas where we can innovate,” Shrauger said. “Second, we got our start when our founders couldn’t make their rent, 51 percent of hosts tell
we have payments-specific community support agents who gather the feedback us Airbnb has helped them afford their homes. Our hosts are our partners, and our
they receive from inbound inquiries, and a product specialist who helps us prioritize commitment to them is front and center in the payments work we do every day.”
the right work that will provide the biggest impact for our community.”
Airbnb currently supports payments in 54 currencies from more than 20 methods,
Airbnb also participates in industry events to keep abreast of the most notable shifts, including mobile wallets like Alipay. Its robust payment ecosystem will hopefully
with executives attending roundtables and forums that can help the company get allow it to stay competitive in the hospitality world as travel preferences shift.
a better grasp on what customers want and what competitors are doing. It has
created more flexibility on the consumer side, too, including developing payment
methods outside traditional credit and debit cards or mobile wallets.
“A specific example of note is our Pay Less Upfront feature, which allows guests to
pay a portion of a booking’s total fees at the time of booking and pay the remainder
of the total fees at a later time, prior to check-in,” he explained.
The feature launched in June 2018 and allows customers to pay for their trips in
installments, paying half the deposit immediately to make sure renters receive some
benefit. Approximately 70 percent of guests use Pay Less Upfront when it is available,
Shrauger noted.
No demographic breakdown of the feature’s users exists, but it can be assumed that
millennials — who take more international trips and need more time to budget for
those trips — would be interested in such a service. This generation is also making
more digital payments than others, which means newer adaptations of the method
for travel are much more of a priority than they have been for past generations.
© 2020 PYMNTS.com All Rights Reserved
Headlines
15 16
Engagement SATS builds mobile app for group travel needs
& Retention
Ground and in-flight catering service SATS — a partner of Singapore’s Changi
Airport — recently launched a mobile app, Ready To Travel, that offers group
itinerary features to help customers coordinate, even with traveling companions
who have differing needs. SATS is planning to aggressively promote the app into
2020.
The app currently does not support payments, instead focusing on improving
traveler engagement. The launch speaks to the wider need for digital and
mobile traveling tools, especially in markets like China, Japan and Singapore,
where mobile payments and eCommerce are common.
Villaway wants to perfect bookings for luxury travelers
The hospitality space is shifting, and hotels now must compete against homesharing
platforms such as Airbnb, FlipKey and HomeAway. Studies show that hotel booking
rates fall approximately 1.3 percent on average in the first year after Airbnb enters a
new city and annual revenues fall by 1.5 percent to 2 percent. Players in the luxury
travel market are particularly competing to attract big spenders.
Hotels appear to be winning this particular fight at the moment, however. Less than
10 percent of luxury travelers use home or vacation rental services, a fact luxury
rental startup Villaway would like to change. The company was founded in 2014 in
Beverly Hills, California, and offers luxury rentals that often come with perks like
personal chefs. Its goal is to improve access to luxury rental properties, a process
that can be difficult on other crowded homesharing marketplaces that cater to
consumers with diverse incomes. Luxury customers need to navigate and filter
through pages of potential rentals before finding what they are looking for
on these platforms. Villaway is differentiating itself from — and solving travel
difficulties brought about by — other rental services by providing each of
its properties with concierge services, private tours and other features enticing to
luxury users.
© 2020 PYMNTS.com All Rights Reserved
17 18
SiteMinder App Store to help hotels connect new technologies, features
Hotels’ customer interactions are also changing as consumers increasingly ask
for specific travel privileges and accommodations. Guest acquisition company
SiteMinder is hoping to help, opening an online Hotel App Store that enables
hospitality firms to integrate new features into their systems. The offering will con-
nect with more than 100 business applications — including guest messaging features,
keyless entry options, revenue management systems and room control solutions —
that can be added to hotels’ platforms through SiteMinder’s interface, which uses
advanced learning solutions to personalize product recommendations.
Hospitality service providers such as mobile key service OpenKey and targeted
upselling solutions platform Oaky have partnered with SiteMinder to populate its
App Store. The latter is already being utilized by European luxury hotel brand
MGM Muthu Hotels, one of the app store’s first adopters.
© 2020 PYMNTS.com All Rights Reserved
Headlines
19 20
Regulation
& Compliance
GHS creates Invisible Pay for compliant hotel
payments
Compliance and customer comfort are key
concerns for hotels implementing new features.
Hospitality technology provider Global Hotel
Solutions (GHS) has created an Invisible Pay
payment automation solution designed to tack-
le these problems. It secures business travelers’
financial data while making payments as quick
and seamless as possible. A recent survey found
that 88 percent of travelers prefer to make
reservations at properties that allowed direct
payments over those that did not. Invisible
Pay offers direct payments that reconcile with
hotels’ accounting software and can help
support other regulatory needs. GHS hopes
the solution will decrease hotel financial
officials’ book balancing work and predicts
it could shorten the time business travelers
spend filling out expense reports.
© 2020 PYMNTS.com All Rights Reserved21 22
Accor, Alibaba partner to offer loyalty programs for international travelers
Keeping customer experiences easy and convenient is a challenge for travel
merchants, especially as they upgrade their systems to remain compliant with
shifting international payment and security laws. French hospitality group Accor has
partnered with Alibaba, Alipay’s parent company, to ensure seamless
experiences for Chinese travelers. The alliance enables tourists to make
reservations and access other Accor services through Alibaba-owned online
travel platform Fliggy, sending payments via Alipay. Fliggy allows Alibaba
customers to make vacation arrangements with familiar payment options.
Accor has also tailored hotel experiences specifically to Chinese travelers’ needs,
incorporating Chinese-language services into their rooms and guest suites,
hiring Chinese-fluent staff and allowing Chinese guests to pay with their preferred
mobile payment methods. The collaboration will play a major role in Accor’s rollout
of its new loyalty program, Accor Live Limitless (ALL), which will add event
discounts and other familiar loyalty perks to the brand.
© 2020 PYMNTS.com All Rights ReservedHeadlines
23 24
Transact
Budapest Airport adds WeChat Pay for Chinese customers
Staying abreast of changing payment needs is a necessity for airlines and airports.
The Budapest Airport is now supports Chinese mobile payment platform WeChat
Pay to better serve its customers. Its acceptance of WeChat Pay follows previous
moves by the airport for other Chinese mobile payments, as it already accepts those
from Alipay and China Union Pay. WeChat Pay has more than 700 million users and
supports payments in over 13 currencies, and the ability to accept WeChat Pay
alongside other Chinese mobile payment apps will allow the airport’s European
brands to increase their revenues and recognition with Chinese travelers. Budapest
is one of the first airports on the continent to integrate WeChat.
BCD Travel to issue UATP payment solution for client travel
Airport payments are changing in other markets as well, as Netherlands-based
travel management service provider BCD Travel is now issuing Universal Air Travel
Plan (UATP) accounts to its clients. UATP is an airline-owned payment and settlement
solution currently issued by 26 major global airlines that allows merchants to accept
air, rail and travel agency payments. The accounts are meant to simplify payment
experiences for airlines, associated merchants, end customers and other parties
such as travel agencies, and they come equipped with virtual cards to simplify
customers’ airline and hotel bookings.
A recent press release states that BCD is the first travel management company to
issue UATP accounts and that it will first launch the program for U.S. travelers.
© 2020 PYMNTS.com All Rights ReservedHeadlines
25 26
Protect
Virtual cards could protect hotels against data breaches
Recent reports claim that 338 hospitality industry data or security
breaches occurred in 2018 and that 90 percent of them targeted POS
systems. These reports also found that 68 percent of business travel
managers believe hospitality fraud is worse today than it was two to three
years ago. Experts say hotels can protect against such fraud by employing
digital tools and upgrading the payment types they accept. Virtual credit
cards help ward off certain forms of card and payment fraud, for example.
Virtual credit cards differ from digital credit card payments in that the former
method generates a unique 16-digit number used to settle only one specific
transaction, thus reducing the risk of fraudsters capturing payment details they
can misuse to complete illegitimate transactions. Virtual cards could also help
hotels capture more revenue from guests by enabling faster and more
seamless bookings, which can be especially valuable to business travelers who
must make expensive transactions that cover larger groups.
management software firm Xn protel Systems to add another layer of protection to its market-
related payment solutions. The former has integrated the latter’s XnPOS into its Pay@Counter,
Pay@Reception, Pay@Table and hotel POS systems, forming a combined offering that leverages
3C Payment, Xn protel Systems partner for hospitality payments encrypted fraud protection and tokenization. The solution provides added security while
protection making sure payments remain flexible and mobile for end clients, according to Paul Musgrave,
Staying competitive in the global hospitality industry requires players to global sales director for 3C Payment.
support several international currencies and payment methods, and such
Several European hotels are currently using the upgraded payment solution, though 3C
payments also need to be protected against fraudsters. Global payment
Payment has not specified which hotels or hospitality brands are doing so. The company will
service provider 3C Payment has announced a partnership with hospitality
continue extending its offering across Europe.
© 2020 PYMNTS.com All Rights ReservedHeadlines
27 28
Analyze
Duffel raises funding to connect travel agencies to airlines
The travel world is also changing its approaches to bookings and customer
conversion as consumers demand faster payments and other innovative features, and
hotels are looking for further support from online platforms. United Kingdom-based
startup Duffel recently raised $30 million in funding to build out an application
programming interface (API) for airlines that will enable travel agencies to directly
access airline reservation systems. This represents a large shift from how agencies
typically make bookings for end clients, a process that has traditionally included many
intermediary steps. Duffel will use the funds to build out its product engineering team
and will initially target clients in Canada, France, Germany, Spain, the U.K. and the U.S.
Duffel’s API can be integrated with common reservation software and
streamlines the process by forwarding customers’ search questions to airlines,
company CEO and co-founder Steve Domin noted in a recent interview. The API will
allow travel agencies to book trips that fit individual clients’ needs without relying on
more tedious traditional systems. Airlines can then generate offers in real time,
making the process smoother for all parties involved.
Data-driven tools are necessary for hotel customer engagement
Hotel industry revenue has been growing for more than a
decade, reaching a value of more than $800 billion in 2017. Hotels are now
experiencing a rush of millennial and Gen Z customers with differing payment
and hospitality needs, however, which could stifle that growth if consumers feel their
preferences are going unsupported. Such companies must now use digital tools
that can analyze and apply consumer experience data to generate higher loyalty
© 2020 PYMNTS.com All Rights Reserved29 30
and satisfaction rates. Hotels are dealing with competition from other hospitality
services as well as sharing economy entrants like Airbnb and HomeAway that are
already leveraging behavioral data to snatch customers.
Recent research shows that hotels should be implementing digital tools that can
aggregate information from social media profiles, loyalty programs and other
platforms to create more personalized insights for potential customers. Such
technologies may include AI and ML applications that personalize products as
well as internal tools that help firms categorize their data. The hotel industry will
thus need to become more data-driven to keep up with the changing travel world.
AI, ML could be crucial to the future of travel
Consumers of all ages have a dizzying number of travel booking needs, and
it can be difficult for companies in the space to manage their data without help.
Travel marketplace Booking.com is presently using AI and ML technologies to
organize this data but plans to further expand the technologies’ use over the next
few years, according to Chairwoman Gillian Tans. She explained that these advanced
learning tools can personalize customers’ travel experiences and will eventually allow
them to choose between vacations that are planned out and booked without much
input.
Booking.com is already familiar with AI and ML and has been using both to build
what Tans called “connected trips,” entertainment or restaurant offers based on
users’ behaviors. This offering could conceivably create wholesale trips and travel
schedules with minimal customer input, significantly easing users’ planning
frustrations. The company plans to roll out additional AI applications in the
coming decade.
© 2020 PYMNTS.com All Rights Reserved31 32
Deep Dive: M
illennials have long been
sought-after travel and hospitality
customers, partly because they are
perfectly placed to seek out such experienc-
es. They are old enough to have disposable
Travel And Hospitality Are Getting A Millennial Makeover income but young enough that they can trav-
el without major health and wellness risks. This
unique status creates both opportunities and
challenges for firms in the space as millennials
search for the experiences they crave.
Millennials are set to spend $1.4 trillion on
travel annually and make up more than 50
percent of hotel guests worldwide by the end
of 2020, and crafting experiences that satisfy
them requires travel and hospitality services
to go beyond merely supporting digital and
mobile payment methods. Such payment
tools are table stakes for younger consumers
accustomed to using connected devices, and
they tend to gravitate toward services that
provide the same convenience and ease when
booking accommodations.
Hotels have traditionally relied on their
loyalty programs’ discounts and perks
to lure customers, but many are find-
ing it difficult to win millennials’ business
with these offerings alone. Younger
consumers do not exhibit the same brand
loyalty as previous generations, and this
trait extends to their interactions with hotel
and travel companies. Industry players that
want to earn millennials’ revenues must there-
fore determine how to generate loyalty among
a consumer group faced with more hotel,
transportation and travel options than any
previous generation.
© 2020 PYMNTS.com All Rights Reserved33 34
Confronting millennial misconceptions The push for millennial loyalty
Hotels and travel firms first need to understand what Some companies are offering their loyalty programs online and through the mobile
drives millennials’ interest and brand loyalties. Research channels with which millennials are familiar. British Airways allows fliers to use its Avios
shows these consumers redeem travel rewards more rewards currency to book discounted airfares or cruises and make duty-free purchases
than any other generation, and 41 percent of them use when waiting for their flights. The Marriott hotel chain is meanwhile directly targeting
credit cards to pay for travel. Millennial and Gen Z millennials’ desires for experiences with its Marriott Bonvoy rewards service, which
customers are also open to sharing data so long as it enables customers to book tickets for music festivals, concerts and other events.
benefits them, with a separate study noting that 81
Companies that do not have the revenue to completely revamp their loyalty services
percent approve of brands using their details to create
are instead partnering with third-party providers for greater access. One such service is
personalized insights and offers.
mobile-optimized loyalty program provider Hooch, which works with approximately
Millennials may be eagerly redeeming travel points 250,000 merchants. End consumers can use the app to access various rewards, including
and unperturbed by data collection, but 54 percent of hotel booking discounts. Third-party hotel booking site Rocketmiles has likewise put its
travel loyalty memberships are inactive. This could own spin on rewards, allowing customers to turn hotel loyalty points into air travel miles or
indicate that current loyalty programs do not exchange them for gift cards at select retailers.
cater to millennials’ interests, as members of this
Such services are designed to capture younger travelers’ attention, but companies can
demographic prefer indulging in experiences rather than
struggle to stand out amid the numerous brands with which they compete. Those that
material goods or services, meaning perks like airline miles
succeed in earning millennials’ business must take care not to let misconceptions about
or travel discounts no longer appeal to them. Millennials
the generation’s brand loyalty cloud their innovation efforts.
frequently cite loyalty products’ rigidity as a reason they
do not utilize such offerings, in fact.
Loyalty programs historically allowed consumers to earn
free products by spending specific amounts on certain
services, but such models are ill-suited to experience-
driven millennial travelers. This quandary is presenting
challenges for travel and hospitality firms, especially as
the share of millennial travelers is rising annually. These
consumers already account for 20 percent of worldwide
travelers and take more trips than any other generation,
meaning the hospitality and travel industries must begin
targeting their loyalty programs toward millennials to stay
relevant.
© 2020 PYMNTS.com All Rights Reserved35 36
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