The implementation of machine-based learning technology is allowing eDreams ODIGEO to provide a personalised service to travellers.
The use of algorithmic analysis, while ensuring the confidentiality of customer data, has seen dual benefits for both customers and the business.
The number of visitors to its platforms that end up making a flight booking has increased by up to 50%, driven by a personalised offer adapted to each customer.
About two billion predictions for what might best suit each customer every day are calculated using an extensive set of algorithms.
The company has also seen all of its travel brands – eDreams, GO Voyages, Opodo and Travellink – record a 10% rise in the rate of customers including ancillary products with their travel bookings, such as baggage, seats or insurance.
To support a team of 400 software engineers and ensure an ongoing focus on machine-based learning across the business, the OTA embeds dedicated data scientists throughout the organisation. They are also developing and implementing new algorithms.
Chief executive Dana Dunne said: “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.”