eDreams ODIGEO scales up machine-based learning to boost personalised travel experiences

  • Europe’s largest online travel agency sees significant business and customer
    benefits from implementing cutting-edge machine based learning
  • Machine based learning analyses aggregated and anonymised data, making 2
    billion personalised predictions per day for customers, improving the service they
    receive

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Barcelona, 10th April 2018 – eDreams ODIGEO today reveals that it has strengthened its
ability to provide a truly personalised service to travellers by presenting the most relevant
and tailored offers through the implementation of cutting-edge machine based learning
technology (MBL). By leveraging algorithmic analysis, while ensuring the confidentiality of
customer data, Europe’s largest online travel agency has seen significant benefits for both
its customers and the business, notably in the number of visitors to its platforms that end
up making a flight booking. In some scenarios, eDreams ODIGEO has seen flight bookings
increase up to 50%, driven by a personalised offer adapted to each customer.
An extensive set of algorithms, deployed across the Group’s platforms, make approximately
two billion predictions for what might best suit each customer every day, and works by
using aggregated and anonymised customer behaviour to anticipate the specific travel
needs of an individual, be it a good value and convenient flight, accommodation or a range
of ancillary product options. The company has also seen all of its leading travel brands –
eDreams, GO Voyages, Opodo and Travellink – record a 10% increase in the rate of
customers including ancillary products with their travel bookings, such as baggage, seats or
insurances.

The algorithms create a truly individual offer for each customer, allowing eDreams ODIGEO
to personalise at scale – a feat that would not have been technologically possible several
years ago. It allows eDreams ODIGEO to deliver personalised offers and better choices that
can save customers both time and money when they travel.

eDreams ODIGEO has been progressively scaling up MBL in recent years to ensure it
continually provides the best possible offer for customers. From the most convenient flights
and hotels to the most appropriate additional services like baggage or insurance, the
options provided are always adapted to each customer needs and preferences.

To support a team of 400 software engineers and ensure an ongoing focus on MBL across
the business, eDreams ODIGEO embeds MBL data scientists throughout the organisation, to
continually improve customer experience, identify potential issues in real time, and
positively impact business results. Every day, these talented experts, recruited from all over
the world, are developing and implementing new algorithms across the organisation.

Dana Dunne, Chief Executive of eDreams ODIGEO, said: “At eDreams ODIGEO, we are
always looking for ways to put technology to work on behalf of consumers, in order to give
them the best value and most convenient travel combinations. We have over 18 million
customers across 43 countries and we know that no two customers are the same, so no two
booking experiences or travel packages should be the same. Our machine based learning
technology makes it quicker and easier than ever before for customers to access
personalised, on-demand products and services. It allows us to personalise at scale, and
protects customers’ data during the process. Machine based learning is a win-win for our
customers and business”.

 

 

About eDreams ODIGEO
eDreams ODIGEO is one of the world’s largest online travel companies and one of the
largest European e-commerce businesses. Under its leading online travel agency brands –
eDreams, GO Voyages, Opodo, Travellink, and the metasearch engine Liligo – it offers the
best deals in regular flights from 530 airlines, hotels, cruises, car rental, dynamic packages,
holiday packages and travel insurance to make travel easier, more accessible, and better
value for the more than 18 million customers it serves across 43 markets. eDreams ODIGEO
is listed on the Spanish Stock Market.