Who Owns the Customer? How About the Customers Themselves!

Summary

In the travel industry, the quest to "own the customer" through the collection of detailed profile and preference data is coming to a head with the dual rise of self-sovereign identity (SSI) and biometrics. If adopted broadly and implemented correctly, SSI can empower travelers to control their personal data, ushering in a new era of personalized and frictionless travel, coupled with lowered fraud risks. Inevitably, digital IDs and biometrics will play a critical role in the transformation. Further combined efforts of the public and private sectors are required to pave the way for seamless travel experiences. 

Part of a content series that explores some of the most significant technology-driven trends that will influence travel distribution in 2024 and beyond, this article answers the following key questions regarding the importance and evolution of SSI in travel:

• How can digital identities and self-sovereign identity (SSI) paired with biometrics remove friction from the travel process and enhance personalization for travelers?
• What are the main drivers behind the acceptance and adoption of digital identities and biometrics within the travel industry, and what role do governments and private sectors play in this transition?
• In what ways are companies within the travel sector experimenting with and implementing SSI, biometrics, and blockchain to create more seamless and personalized travel experiences?
• How does the current landscape and future potential of digital identity and biometrics indicate a transformation in how travel services are provided and experienced?