Interview with a travel technology expert: Cedric Gondar
Which type of clients does your business unit mainly work with and what services do you offer them?
Uniguest covers many sectors, including retail, stadiums and senior living but my team focuses on hotels. We support hotel clients to inform, promote to and entertain their guests and staff with IT solutions ranging from digital signage, guest PCs, IPTV, and guest room entertainment like in-room/in-gym fitness
Covid-19 must have slowed things down at the beginning of the year, when and where do you see consumer demand coming back to the market?
2020 has shaken the travel industry like never before. Covid-19 forced travel suppliers to quickly re-think their interactions with their guests, and to consider how to build a safe environment allowing them to travel again. The technology solutions we provide can help them with this approach, and since the beginning of the summer we saw a steady increase in sales which leads me to believe we are on our way to recovery
Now that travel restrictions are gradually being lifted, do you sense that your clients are able to begin to resurrect their businesses and resume advertising in traditional ways?
Every business living in the travel, tourism and leisure industry ecosystem has been impacted. Covid-19 has impacted companies’ visions, reshuffled priorities and investment strategies, and as a result, the way we all do business. In this sense there is an evolution. More than ever, every expense is well thought out and needs to bring back a clear return. We want both financial and operational guarantees. I think we are all still adjusting but we can clearly see that the “traditional ways” are gone
Do you see clients favouring products with certain business models and why do you think that this is?
Our hotel clients are less eager to spend on new projects unless it is absolutely essential. It means that their CapEx budgets have decreased significantly and that they will look for solutions and investments that can be rolled out with their existing OpEx budgets. In this sense they will avoid large one-time investments and favour investments that can be spread over the months or years
Do you have ideas as to how travellers’ booking habits might change after Covid-19?
I have the impression that for the next couple of years travellers will do more short trips, hence we should see a spike in domestic travel. Businesses that are in range of big cities like London, Madrid and Paris should be the beneficiaries of this movement. Flexible cancellation policies will also be paramount
How do you think your clients will have to adjust their online marketing strategy to meet these changes?
Online channels should be the priority. They allow businesses to adjust quickly to new trends and demands and to engage in real time with potential customers. We saw the impact that social media had over the last few months and this is where every business needs to focus in order to build a strong reputation and to be top of mind from a consumer’s point of view
Do you see that travellers are influenced by anything other than the lowest price when they book travel products?
I think they first and foremost want to ensure that if they can’t travel, for any reason, they will have the guarantee to be refunded. Then, they will want to ensure they will be in a safe environment. As a result I think they won’t necessarily go for the lowest price, as they know it will not allow them to get the level of guarantee and safety they expect
How can your clients promote their green credentials through your technology?
We provide digital signage solutions that allow hoteliers to inform and engage with their guests in every space of their hotels. Lobbies, bars, restaurants, guest rooms, onsite gyms, meeting rooms, the list goes on.… we make it very easy to customise and convey any message that will be guest relevant and on topic. Top hotels are very keen to make their green credentials and and sustainability policies very visible
What type of personalities and skill sets have successful careers in travel technology?
I think the two skills that stand out are curiosity and communications. You need to have this desire to truly understand, learn and challenge the status-quo. At the same time you need to be able to share your opinions, feedback and to listen to your peers, irrespective of their views
At a travel technology company, do you think it is possible to start from the bottom and to work your way to the top?
Depending on the size of the company, it can be done! Now I only know a couple of individuals that managed to have the passion, resilience and patience to do so. Saying that, I think mixing experiences is extremely important from both personal and professional points of view
What advice would you give to candidates starting their careers at a travel tech company?
I would recommend to focus on understanding the customer needs these companies answer. It means reading the news, specialised newsletters and online magazines to have a 360 understanding of the industry. You don’t need to be the most technical person, but you need to have business acumen
Can you see a time in the near future where the travel, hospitality and leisure industry are on the rise and that companies are hiring again?
Hopefully in 2021! We are still waiting to see what to expect and how we need to adjust to the “new normal”. Hopefully in a few months we get this clarity and can start strengthening our teams again
How did you book your last holiday and where did you go?
My last holiday was in Spain last summer, I went to visit my parents with my family. I booked the tickets online and directly via the airline and the hotel company
Get to know the travel technology expert better: Cedric Gondar
I started at Tripadvisor just before Cedric at a time of exponential company growth. I remember meeting Cedric for the first time and being super impressed by his CV, and by the thought that Cedric could do everything fluently in 3 different languages – he is trilingual in English, French and Spanish and that was pretty handy in our line of work! Cedric had a global remit at Tripadvisor looking after the giant hotel chains such as Marriott, Accor, Starwood and IHG. We had a lot of fun working together, especially on several trips to Tripadvisor’s HQ in Boston, Massachusetts. Cedric is now the Vice President of Sales at Uniguest, running a global team offering hardware and software signage solutions to the travel, tourism and hospitality industry
Do you remember your first job in the travel industry?
Yes, I did a 3-month internship at the Spanish Ministry of Tourism in Geneva in 2002. It was the first time in my life that I had to wear a suit. I loved it!
Do you collect airpoints or participate in any other travel loyalty programs?
I take part in every hotel loyalty programme I can (Accor, Hilton, IHG, Marriott, NH Hotels, Melia, Barcelo…) as these hotel chains have been my core customers for many years,irrespective of the company that I was working for at the time. More than just collecting points, it allows me to keep a close eye on my customers’ initiatives with their clients and to better understand their key focus and mission critical. I am also with British Airways, Iberia and Lufthansa. I have to confess I never been impressed by the benefits these particular loyalty programs
Economy or business class?
Economy, we need to watch our expenses closely. Luckily I travel enough to be able to access the airport lounges at most terminals!
Hotel or self-catering?
Definitely hotels. Maybe when the kids get older we will try self-catering
Package holiday or independent traveller?
With two young children I need to play it safe: Package holidays
A memorable meal from your travels?
I have eaten plenty of amazing dishes but I say Midye Dolma in Istanbul
An experience or attraction that you’d highly recommend?
I went trekking in Nepal about 10 years ago and never felt more disconnected and free! I strongly recommend it
Do you travel more than other members of your family?
I used to travel for work every couple of weeks but now it’s only 5-6 times a year
Your best recent holiday?
I went to Greece, two years ago, close to Thessaloniki, and it was amazing! All-inclusive, enjoying being with the family and absolutely fabulous food….
And the worst?
I think I love travelling so much that the excitement to go somewhere new overcomes any issue. From the moment my little ones enjoy themselves I am all good!
Do you think about your carbon footprint when you are travelling?
I do, and I wish we could find more sustainable ways to travel, even if it meant that it would take a bit longer to get to the destination, I really wouldn’t mind
Did you have to cancel any trips this year due to COVID-19?
So many… despite all the new technologies meeting face-to-face remains the key to strike strong relationships
Where can you recommend domestically for those preferring staycations?
In the UK, I would always recommend the Lake District region. Not too far away from London but feels like another world
Have you ever visited anywhere that you think you would be a place to retire to?
Southern Europe. Might be a cliche but still a very enjoyable place whilst not too far from the family
Have you ever bumped into anyone famous on holiday?
Never 🙁 To be honest whenever I travel, I go from point A to point B and tend to miss spotting anyone potentially exciting in-between…
What technical innovation would make travel easier?
Checking-in bags from home! I read recently that a few companies are looking into it. They would come collect your bags at home so you travel light and find them at your hotel when you get to your destination. Who likes walking around with their bulky and usually very heavy suitcases anyway?!
When you are about to travel what can you not leave the house without?
Three things: my headset, my mobile phone charger and my toothbrush!
What is your guilty travel indulgence?
Every time I travel to a city/country for the first time I make a point to try local food. I love it and am rarely disappointed!
What is the short and mid-term outlook for the travel industry?
Short: not so bright, so many adjustments are needed in travel, in our society to adjust to the situation and change our mindset… but travel is resilient, it will bounce back soon!
Any advice for people just starting out in their professional travel careers?
Always challenge the status-quo. Ask questions, all the time. We are in a period of fast change and ongoing innovations, you simply can’t afford to rest on your laurels