The pandemic is not the only reason that travel is changing. The tech-savvy jetsetters want seamless experiences in their hands. The travel industry's major players are using technology to increase safety, customer experience, and sales in new ways.Plaza Premium Group (PPG) is one of them. It is the largest independent airport hospitality company in the world. Bora Isbulan (CCO), their chief commercial officer, was on hand to discuss how they are meeting the evolving needs of today's traveller through innovative, tech-driven initiatives such as their Smart Traveller loyalty program.Safely engaging in the Covid-19 eraIsbulan believes that the aviation industry is experiencing dramatic changes. He predicts that airport amenities will become more automated and digitalized.PPG's digitalisation efforts are already under way. They have also reconfigured their spaces to make it safer, more secure, and more hygienic. Isbulan explains that all printed reading materials have been replaced by digital. Smart Order is a mobile ordering system that allows guests to order food by scanning a QR code.While being touchless can help guests travel safely, many people are still protecting their homes. PPG is looking for new ways to connect with customers far away. Isbulan explains that Smart Traveller is our first international airport rewards program. It offers reward now and travel later options. We can engage with our guests even when travel is paused.Changes in the face of airport servicesPPG is helping to fill the gap as airlines reduce their amenities. Isbulan says that we have been consolidating airport resources on a business level. The recent group takeover of Istanbul Sabiha Gken International Airport's lounge operation and premium services is a good example. Isbulan continues, "As airlines cut lounges, independent airport lounges such as ours are here to support them and offer travellers a safe place." Isbulan believes that private lounges will soon be highly valued and appreciated as an oasis from airport crowds.Isbulan predicts that budget cuts will have an impact on travel dynamics. However, this will lead to more value-added experiences such as lounges, meet and greet for corporate travelers, and hotel and flight bundles. These collaborations will enhance the travel experience and offer customers exclusive benefits.Collaboration in the travel industry is on the risePPG sees this as a rise in collaboration with major names in travel including those they used to consider competitors. Isbulan says that several strategic partnerships were announced. These include Marhaba, Capital One, Menzies Aviation and the global meet-and greet aggregator YQ NOW.PPG has partnered with these partners to operate lounges. PPG also makes new connections through its global Smart Traveller membership and loyalty program. This is the first integrated digital solution that both apps and web-based connects all PPG airport hospitality offerings with air travel market. Smart Travellers points-based trading model allows for flexible commercialisation models such as buy/sell, conversion, and product bundling to be more efficient, cost-effective, and fully technology-driven.The programme is packed with more than 1,000 carefully curated lifestyle and travel products. It also includes exclusive benefits, rewards, and packages from non-PPG affiliates. Isbulan says that we are collaborating with O2O (online-to-offline) travel retailers to offer duty-free shopping and airport hospitality experiences.We have observed that alliances and airlines are open to exploring partnerships. This is a significant transformation, he says. To offer seamless and more comprehensive services to customers, industry partners are supporting one another with collaborations, co-branded initiatives and strategic partnerships.PPG also launched the Plaza Premium Lounge Pass (PPL Pass), which integrates with Smart Traveller. This was in an effort to make lounge access easier, more personalised, and less expensive. Isbulan predicts that the future will see more innovation, value, and convenience as co-created offerings from air travel brands and service provider companies.Extend your airport servicesPPG explores new avenues with air travel on quasi hiatus. They opened their first high speed railway station lounge in January. The lounge is located in Changsha (China) and offers a tranquil escape from the station's bustling stations that serve up to 5.5 millions passengers per month. DragonPass is a global digital platform that offers premium travel services like lounge access, limousine transfers and valet parking. They are raising the bar in rail travel together. In the near future, two additional PPG lounges will open in Guangzhou (and Shenzhen)The group is expected to launch approximately 50 new PPG offerings over the next 12 month, including hotels, lounges, dining options, and meet-and greet services. Isbulan reveals that we are aiming to grow our business to the top 100 busiest international airports by forming strategic alliances and consolidating with industry players in the long-term.PPG already has projects in Asia, Australia, EMEA and Greater China. According to Isbulan we can expect around 30-40% industry growth in the Americas, China and Europe. Rest will occur at key airport hubs across Europe, India and the Middle East.
