Blockchain enables TUI to shift its owned hotel inventory between different points of sale according to the demand it is seeing and can flex its selling margins accordingly, by “integrating” TUI’s yield systems with the Blockchain.
The next phase of this initiative is, potentially, connecting its property management system to the Blockchain-connected yield systems. What this could, repeat could, allow TUI to do is to yield every single room across its entire portfolio differently.
And following on from this, data held about guests in the PMS could also be fed into the Blockchain platform. By connecting to a marketing engine TUI would then be in a position to build a propensity engine and create a one-to-one marketing relationship with guests.
TUI's decision to sell off Hotelbeds Group and the mixed bag of long-tail specialists known as Travelopia were all based around his desire to create a vertical structure for the business in which “content” – namely its owned assets such as hotels and cruise ships – were the main profit centres for the business.
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