January 30, 2024

What does it really mean to empower users?

Empowering users. It’s an idea we’re hearing from all kinds of brands and businesses right now, more than ever before. Particularly within our industry; travellers have never had a stronger appetite to control their circumstances and make their own decisions about how they experience a journey. 

From biometric authentication to digital passports, the advent of digital identity options and advancements in data management have opened up new horizons for empowering users within travel.

As BiometricUpdate writes “From enhanced privacy control, to increased convenience, and strengthened security, shareable IDs empower people to reclaim their identities and navigate the digital landscape with greater confidence.” It has presented significant potential to make travel both easier, and more secure. But only when managed well. 

The paradox is that many of these advancements can also expose both users and business to greater vulnerabilities; from fraud risk to administrational headaches. (Anyone who has stood at an airport trying to access wifi, download an app, sift through emails for a booking confirmation, and find a screenshot of a password- sometimes all at once- can appreciate the nightmare that poorly managed digital identities can create.)

The key is innovative technologies that genuinely safeguard user data, leveraging advanced encryption and biometric authentication, to streamline processes and reduce the risk of unauthorised access. 

Smart identity management also minimises exposure by empowering travellers with the ability to control and share their information selectively. Travellers should be able to choose what information to disclose, when, and to whom, giving them greater control over their ID footprint.

This is a key aspect of Neoke’s product solutions; users are the sole owners of their information, in line with GDPR standards. This is crucial for allowing businesses access to sensitive customer data in a secure and compliant manner. Additionally, this approach enhances the data's quality and timeliness while maintaining data accessibility and compatibility across platforms.

The integration of digital identity options with other travel-related services, such as accommodation and transportation, creates a more interconnected and convenient ecosystem. Imagine a traveller seamlessly moving from the airport to a hotel, with digital identity serving as the key to access various services. This level of integration not only enhances efficiency but also sets the stage for a more personalised and tailored travel experience.

These innovations are forging a new path for the future of identity management, a future that businesses need to embrace. Forbes highlighted in a piece published last year “Companies that fall behind and fail to keep up with data protection regulations and the lifecycle certificate management of their security controls will suffer losses through fines, outages and decreased customer loyalty.” 

For businesses that successfully manage this transition, it means that their resources will be strategically invested exactly where it will have the most impact for each traveller. It will help to reduce fraud risk, as well as boost operational efficiency, and unlock further potential to provide premium services that will genuinely delight their guests.

Empowering users starts with trust, establishing an authentic foundation in which they can manage their data safely. This in turn enables secure connections with travel providers and unlocks a more seamless experience for all parties.