The smarTravel project is embedded in the collaborative CELTIC labelled project that aims to develop a digital ecosystem for the smart cities, where artificial intelligence, continuous information extraction, behaviour pattern categorization, new travel trends, seasonality, climate impact and travel optimization are core elements of the project proposal.
At global level, smarTravel has the goal of supporting and guiding the final users in the end-to-end travel chain, taking into consideration transport, lodging and leisure activities. smarTravel will also support user profiling systems, travel preferences and external constrains based on artificial intelligence to suggest the best options at any time and location. These recommendations will improve the final travel experience, increasing the cost and time efficiency as well as the user expectations. It is well known that the user expectations are based on their needs, routines and preferences. So, the success of the service will depend on the user information the system would be able to collect, and service offer details, while keeping the data in a secure and private environment.
In this context, JOT, as one of the main performance-based digital marketing experts, aims to develop a digital marketing service enabling the companies in the travel sector engage their potential clients by means of positioning their ads in the most relevant digital platforms, combining search and display strategies.
During the last year, travel sector has been one of the most impacted industry due to the virus pandemic and they are currently trying to reactive with huge effort their activities, but the mobility constrains slows down a lot this process.
Thanks to smarTravel, JOT will develop a unique technology framework integrating innovative analytical services for data processing and smart predictions so the whole travel industry (hotels, travel agencies, flight companies, e-commerces,…) can exploit all the power of the digital marketing functionalities without any initial investment.
The smarTravel analytical services catalogue to be developed by JOT will include intelligent keyword selector based on semantic algorithms to generate the marketing campaign structure, relevant audience generation depending on travel services offer and user profiling, impact and price prediction at keyword level based on liner regression model trained by the existing JOT’s data base containing historical performance date of worldwide campaigns. Finally, all the smarTravel system will be connected and synchronized with the current campaign manager JOT has developed and uses in everyday work to manage the running 1,000,000 campaigns.
Based on all these technology developments, JOT will generate an innovative business model where the company will assume all the initial investment in the marketing campaigns. The revenue (based on a fee) will be generated only when the client gets a sale, which is call Cost Per Acquisition (CPA) model.
In addition to that, JOT will also participate in the development of the Spanish use case to monitor all the pandemic related information with potential impact in the travel sector. JOT will collect the travel related information from the marketing campaigns to automatically generate press release disseminating the smarTravel impact in the market.
The project is divided in three technical activities: technology framework development (A1), smart analytical services (A2) and development of smarTravel as a Service (A3). Then, A4 will be dedicated to dissemination and exploitation, in collaboration with the rest of the international partners and A5 for project management at national (CDTI) and European level (CELTIC).