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Semantic Technology and the OpenTravel Alliance

Semantic Technology and the OpenTravel Alliance. April 27, 2011. What is Semantic Technology?. Semantic technology adds meaning to data on the web to enable machines to understand, reason about and share data Understand: this is a traveler’s itinerary

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Semantic Technology and the OpenTravel Alliance

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  1. Semantic Technology and the OpenTravel Alliance April 27, 2011

  2. What is Semantic Technology? • Semantic technology adds meaning to data on the web to enable machines to understand, reason about and share data • Understand: this is a traveler’s itinerary • Reason: travel itineraries show booked reservations  this traveler has a booked reservation • Share: “Trip Plan” is the same as “Itinerary” • Semantics use “ontologies” – formal representations of concepts (e.g., a “car reservation”) • Semantic Web standards are provided by W3C (RDF, RDFS, OWL)

  3. Why semantics? • The whole is greater than the sum of the parts • Sharing. Common ontologies enable business rules to work between and among disparate partners. • Works when you can’t agree on structure • No need for one-off exchanges of structured data • Works outside of just travel vertical • Description. Semantic metadata enables members to universally self-describe offerings to search engines and other value-added intermediaries • Classification. Ontologies allow the creation of ‘synthetic categories’ to respond to customer-oriented views of offerings across suppliers (“Bargain Shopper” = do not offer first class or premium car / hotel) • Inference. Semantics enables inferences across partners; e.g., if the airline tells hotel that Sue is Joe’s daughter, and hotel knows that Joe is married to Kate, hotel can know that Sue is Kate’s daughter. Chevy Cruze $34.95 / day K J S

  4. What are some benefits to OpenTravel Members? • Feeds the reservation funnel: • traffic • relevant answers • transactions • fulfillment • Better governance of OpenTravel messages, capitalizing on OpenTravel 2.0 business objects, providing a consistent vocabulary while eliminating redundancy, improving interchange and limiting error – providing much more flexibility in messaging than exists today.  • Better search optimization and leverage through web search engines like Google and Yahoo, providing more relevant, high value results • Better marketing, CRM and analytics, providing members with the ability to more closely match customer preferences and profiles, and to brand supplier services in such as way as to distinguish them from ‘commodity-oriented’ portrayal • Improved intra-domain and cross-domain search functionality and analytics, providing more powerful and flexible user searching and product configuration.

  5. How can semantics be used? • Today, travel providers are already pursuing trading partner objectives that semantics facilitate • Just as with messaging schema, ontologies provide economies of scale and interoperability • For example, merchandising ancillary services and in search …

  6. All Travels Verticals Can Benefit … • Although the initial scope of this project is limited to a Car Ontology… • … and associated OpenTravel 2.0 Semantic Search Business Objects/Type Library and enhancements to OpenTravel 1.0 Car schema • This project will provide a foundation for other travel verticals that are facing the same challenge.

  7. How can it be used? Merchandising Attribute 1 Attribute 2 Leg Room Attribute 4 Attribute 5 Attribute 5 On-Off Access Attribute 7 Attribute 8 Attribute 9 Media Options Attribute 11 Attribute 12 Meal Options Attribute 14 Attribute 15 Time of Day Attribute 17 Attribute 18 Distance to Gate Attribute 20 Attribute 21 Flight Characteristics Attribute N … “Comfort-Oriented” Flight

  8. How can it be used?Aggregate Merchandising Across Partners • “Romantic” • Cross-aisle seats • 5 star hotel • Convertible car • “Infant / toddler” • Pre-boarding to back of plane • Car seat rental • suite • “Disability / Senior” • Jetway? • ADA Bathroom • Scooter Rentals

  9. How can it be used? Search Enhancement • Use search engines as a front door to transaction • Enrich search results, adding ratings, video, prices, avails, amenities, locality etc. • Dramatically increase relevance by inclusion of more meaningful, synonymic tags

  10. How can it be used?Ancillary & Cross-sell • “Business Trip w/ Family” • 2 adults • 2 children < 10 yrs • 1st class • Member OnePass + Avis Premier • 3rd time to Orlando • Residence Zip Code 10011 • 3 bags

  11. What’s Next? Use of Standards Analyze and Enhance Ontology Couple the Ontology and 2.0 Business Objects Complete 2.0 Car Rental Usage Profile

  12. 1. Determine use of standards • Determine how standards will be used with OpenTravel 2.0 car rental business objects • Review of existing semantic web standards will include, but is not limited to: • Resource Description Framework (RDF) and RDFa, • Web Ontology Language (OWL), • SPARQL Query Language, • Semantic Web Rule Language (SWRL) and equivalents, and • Extensible HyperText Markup Language (XHTML).

  13. 2. Analyze and enhance existing ontology • Use initial Car Rental ontology donated from Avis/Budget • Review the ontology and make modifications to suit their collective business requirements. • Establish naming and namespace conventions, policies for change management and other conventions governing ontology development and maintenance.

  14. 3. Couple Ontology with OpenTravel 2.0 business object schema • Create OpenTravel 2.0 Car business objects that support the classes, roles and restrictions in the Car Rental ontology • for inclusion in Car Search, Availability and Notification schemas. • Relate tags and associated content of select (existing 1.0) Car messages to elements in the Car ontology and vice versa • Extract tags and associated content from select Car messages and convert to 2.0 business objects, verifying validity with the Car Rental ontology • Interpret queries containing terms defined by the ontology. Translate and decompose these for resolution against existing databases, application services and the ontology.

  15. 4. Complete OpenTravel 2.0 Car Rental Usage Profile • Create a Car Rental Semantic Search Usage Profile to be distributed with the 2.0 business object library and Car Rental ontology • Per OpenTravel guidelines, this Usage Profile will include: • A business level description (with use cases) that explain the benefits of implementing Car Rental semantic search • A glossary of standardized terms and definitions • Semantic search business object dictionaries; • Sample WSDL and schema for implementing Car Rental semantic search objects • Guidelines and processes for OpenTravel implementers that want to enhance Car Rental semantic search business objects and/or the Car Rental ontology

  16. Questions • Is it clear how you could apply this emerging technology to your business requirements? • Are there projects like this in your ‘IT roadmap’? • Are you using this internally (e.g., on your branded website) or as a service for your customers? • Other questions • Comments

  17. Join us at the Advisory Forum • New Projects Roundtable • Wednesday April 27th • 9am to 10:30 • Semantic Search / Ontology Project Working Meeting • Thursday April 28th • 8:30 to 10:30 • Open to any attendee

  18. THANK YOU

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