CVC Corp’s roadmap to develop into the primary Turistech in Brazil
In the first half of 2022 alone, the largest tourism company in the country invested BRL 105 million in digital innovations and new technological resources
In the second quarter of 2020, CVC Corp, the largest travel group in Latin America, set itself a challenge: to become the first Turistech in the country.
Among other requirements, the new concept required the company’s digital transformation to meet consumer needs and a data engineering and information processing structure different from the one CVC Corp had until then.
Just over 2 years and many news later, CVC Corp is on the way to fulfilling its objective. The company incorporated unprecedented digital innovations in the Brazilian market and made technology one of the pillars of its business.
“With the new approach, we no longer have just a transactional relationship with customers, but we have become much closer to them,” says Tulio Oliveira, Director of Technology and New Business at CVC Corp. “Now, we are a company focused on the complete tourist journey and not just for the trip.”
Oliveira recalls that the concept of Turistech is essentially anchored in the convergence of online and offline channels. To use the language of the new times: it is the strategy phygital permeating the activities of the CVC.
To take digital transformation forward, the company will use its more than 1,100 franchises to leverage the digital world – and vice versa.
The executive uses a practical example. Let’s say that a client searches the site for a package to Porto Seguro and for some reason – price, for example – does not complete the contract for the trip.
With the new features of artificial intelligence and machine learningthis search will become a lead of sales to a franchisee, who will contact the customer already knowing, in advance, what he was looking for.
“From there, the franchisee can make some adjustments to the package and present the customer with exactly what he is looking for, with a highly personalized offer”, says Oliveira. If the person says he cannot go to a CVC unit to close the package, the deal will be formalized in the same way.
The professional at the nearest CVC store will send a link to the customer through a WhatsApp message guided by geolocation, who will make the payment through the My CVC website or app, in an optimized shopping experience, identical to the one they would have in the store. This is Omnichannel at its core.
The project should reach its peak in the coming weeks, when the group starts to integrate all its operations in a single platform. “It will be a transformative step”, reinforces the executive.
The project should reach its peak in the coming weeks, when the group starts to integrate all its operations on a single platform.
In the first half of 2022, the digitization process has already consumed BRL 105 million in investments. Part of this amount was allocated to the acquisition of minority equity interests in startups such as VHC and Wetrek.
The artificial intelligence systems plugged into the operation made CVC a more agile company. In the last quarter of 2021, a concept called “dynamic pricing” was launched.
It is an artificial intelligence (AI) system that analyzes 400 variables, including real-time searches on the website, visits to stores and even prices charged by competitors.
From there, the AI calculates the best price to offer in that exact period and automatically adjusts it. Throughout the day, various calculations of possible values for the packages are made – hence the concept of dynamic budget.
To strengthen the Turistech concept, CVC Corp continues to invest in the convergence of on and offline channels to offer the right destination, at the right time, for each potential customer, that is, with personalized offers.
Using artificial intelligence and machine learning resources, the company has been improving the capture of data and information that came from the communication channels and points of contact with customers opened by CVC Corp.
Currently, the company has a base of approximately 30 million customers. And, with the technological advance that is taking place, CVC Corp’s systems have made it possible to segment and cross-reference the profile preferences of nine million customers to arrive at unique and personalized recommendations, which are sent daily by mechanisms such as emails, push messages and the like.
Two new projects are expected to make CVC Corp’s technological framework even more robust. The first, launched in July, is the credit marketplace that allows several financial players to offer travel financing to customers. The second consists of a loyalty program focused on the tourist experience throughout their journey, scheduled to debut by the end of the year.
“With these initiatives, we have become a company with a very strong technological bias”, says Oliveira. “This is great for CVC, but even better for its customers”, concludes the Director of Technology and New Business at CVC Corp.
Source: Brazil Journal