Digital Identity: The key to unlocking a customer-centric travel experience


Digital Identity has always been on the cards, albeit light regarding impetus. Partly due to a widely-held fear as to why one would want to expose themselves online when carrying a physical wallet feels safer, tangible and more familiar.

In recent months, however, we have seen the continuation and solidification of the “anti-FANG” (FANG — Facebook, Amazon, Netflix, Google) movement. The events of the Cambridge Analytica/Facebook scandal and its influence over the US and Brexit polls highlights the need for evolution in digital identity ownership. In the same way that a driver’s license gives us control over our identity in the physical world, it is becoming increasingly necessary to maintain the same level of control in digital environments. Without such a mechanism we are left to the companies we interact with to keep our personal information, all through a clunky collection of usernames and passwords.

We believe that Digital Identity creates the capacity to take back control of who and when external entities can access and use personal information. In short, the ability to owning one’s identity and who gets to see it, use it and profit from it. The development of more sophisticated Distributed Ledger Technology solutions facilitates the storing of this information. Not with any single company but in a secure (encrypted) and ideally decentralised way. Doing so reduces the ability for such information to be hacked and misused.

Many people feel like they have been mistreated by centralised institutions that they have been placing trust in. Driving this increased realisation is a greater understanding and knowledge of just how these organisations are using and profiting from user-information. The widespread adoption of Digital Identity underpinned by new decentralised platforms has the potential to be genuinely transformational.

Imagine being on holiday where you find your health impaired and being able to provide the doctor with your medical history. Imagine being able to store your values and what is important to you online, managed and controlled by you, and interact with the businesses that reflect your values all without disclosing anything. Cryptocurrencies are just the start of what can be stored in a digital wallet.

Likewise, in the travel industry, The World Economic Forum’s “Known Traveller” concept posits some truly innovating scenarios. Imagine being able to scan your bags yourself, attach them to your digital profile, clear immigration on the way to the airport using biometric validation and have pre-approval of visas on arrival by approving access to your digital passport. We at Traversel see this as the “brave new world” of travel. Imagine the ability to integrate multiple disparate processes related to one single consumer journey into a truly seamless and immersive experience that is governed by a consistent, reliable and reusable digital identity. Immediately, eliminating with great ease key consumer, pain-points.

The World Economic Forum identified 5 key consumer pain-points (refer Diagram 1); 1) Visa Application & Screening, 2) Booking, 3) Security Screening, 4) Departure Gate & Exit Control, and 5) Arrival & Border Security.

Source: World Economic Forum, “Known Traveler — Unlocking the potential of digital identity for secure and seamless travel”; January 2018

A nominal improvement in any one of the five key areas will have a dramatic shift in the customer experience and its associated Net Promoter Score. While we recognise that the widespread adoption of Digital Identity is still a ways off, national-level prototypes for specific countries have already begun to surface, with the likes of Estonia being early adopters. Traversel sees the incorporation of Digital Identity into our systems as a necessary step to providing our core mission;


“We believe there is a better way to buy and sell travel. From the customer experience to the platforms used by suppliers, the end to end solution should be elegant, intuitive, powerful and sophisticated”.


Digital Identity Solutions (Some of the existing)

Sovrin uses its own proprietary hybrid public permissioned blockchain that exists on top of the Sovrin Trust Framework. Using a combination of publicly available Decentralised Identifiers (DIDs) as well as off chain private data, aspects of an individual’s identity, e.g. age or address, may be obtained using zero-knowledge proofs that confirm the validity of a claim without needing to reveal the data itself.

uPort uses the ethereum blockchain and combines mobile which holds the users’ keys with smart contracts that link to off-chain stores such as IPFS, AWS, Azure, dropbox etc.

Traversel is positioning its systems to integrate with this new world. We’ve expressly chosen to solve from the perspective of the customer and their end to end journey, that is, from ideation, booking, visa and airport experience through to the destination itself, helping the customer obtain mobile data in a foreign land and more. How can we operate in ways that help safeguard each individual overseas while they navigate unfamiliar jurisdictions? How can we exercise duty of care? These are the fundamental questions that Traversel is trying to answer. We do not believe we can solve it alone and are developing deep relationships with like-minded companies to collaboratively develop the travel ecosystem of the future, our “brave new world”.


A Blockchain Primer

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We spend a lot of time explaining the concept of Blockchain to potential clients, partners, friends or complete strangers (anyone that will listen really). As such, we’ve put together a Blockchain Primer presentation, with a focus on the travel industry. Do let us know if you find it helpful and don’t hesitate to reach out should you have questions.


Yes, but can it run Doom? Layer 2 solutions and blockchain scalability.

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Just like any new technology, especially one as transformative as blockchain, the hype and expectations start to run up against the limits of its capability and developmental roadmap. In the case of blockchain, throw in the birthing of digital Tamagotchi known as “crypto kitties” last November, and suddenly we see the boundaries of those capabilities tested, even before the vast majority of applications go live.

Ethereum’s “Ether” is the second largest in market cap at the time of writing at USD 84 billion. It is also the protocol most widely referred to when mentioning smart contracts or programs capable of executing code on a blockchain. One of the biggest successes in crypto and blockchain concerning its ability to proxy for trust and generate an infinite ledger of transactions has also become its most prominent frustration. Blockchain and cryptocurrencies are, however, based on ideals that transcend the technology. They broadly cover libertarianism and anti-elitism, and in doing so, the ambition to compete with or replace the likes of Visa isn’t the core priority for those developing the protocols. Developers are content to get it right and protect the systems they are working on, with releases, changes and new directions often taking years and through consensus-based processes involving lengthy testing periods rather than shipping quickly. Something entirely dissimilar to the world of corporate technology and it’s broad adoption of agile principles.

There have been lots of discussion of on-chain solutions to efficiency problems, some of which have resulted in actual implementations, others are still in the works. Things like Proof of Stake and Sharding are examples. What is working against on-chain efficiency solutions, however, is the fact that replication to a network of thousands of computers and systems is, by its nature, inefficient. While some of the proposed solutions address this by reducing restrictions on how much data pushed to every node, eventually, the more reductions made, the more potential impact to the security model and decentralised nature of the ecosystem.

Enter Layer 2 Solutions

A question asked is does every microtransaction need to be instantaneously appended to a blockchain or could these transactions spawn secondary chains or protocols with their own rules and governance that are then consolidated and brought onto a central chain like Ethereum. Such concepts are being referred to as second layer solutions and include ideas such as Truebit, Plasma and State Channels. Their primary objective is to help alleviate the burden of having to run data-intensive applications directly on a blockchain simultaneously.

Using the crypto kitties example, if this application developed its own sidechain which oversaw the logic behind when payments and cat creation took place and the necessary mechanism to resolve disputes (or bailing out to the last known state on the central chain), this could operate alongside something like Ethereum and handle multiple processes before committing back once to the ethereum blockchain. Remembering that things like updates that can occur in relational databases are by its nature not possible in a blockchain ledger. But by using layer 2 and sidechain solutions, a series of append commands could instead be condensed into a single Ethereum entry.

One of the downsides in enabling these sorts of solutions is the potential impact on ecosystem stability. The governance and integration required introduces complexity and opportunities for issues to occur. It also decreases the amount of decentralisation by allowing permissioned and private chains to exist which may be centrally controlled.

Travel-related Implementations

Winding Tree are adopting state channels to provide what they see as a temporary solution to a temporary problem. The expectation here is that on-chain scalability progress will eventually catch up, rendering the need for off-chain processing obsolete. This does not include storage however, with the favoured solutions for decentralisation storage data being IPFS (and Filecoin) and Swarm.

Travel Ledger are looking to develop a payment and settlement solution built on the Ethereum network. They have identified an opportunity to deploy blockchain to simplify the complexity of retailer-consolidator-supplier, booking, invoicing, payment and reconciliation processes as the first step in the practical deployment of blockchain technology. Travel Ledger is investigating private blockchain solutions to assist in overcoming scalability issues, but it would be naive not to think that at least in the interim off-chain solutions will be a part of the Travel Ledger platform.

Back to our previous assertion, the winners in this space are the ones who will be able to demonstrate working solutions without holes or the need to wait for infrastructure to catch up. The world of decentralisation is new; however, expectations regarding speed and price have already been set by traditional companies like Paypal, Expedia and Visa. Like Winding Tree, we view layer 2 solutions as an enabler of progress even if only temporary.

Looking forward to the potential of what a shared dataset could mean, the implications are immense. Where, in the past, the customer experience of booking, checking in, passport control and immigration, boarding, customer loyalty etc. would have meant separate systems were needed to integrate and provide each other with information, with a shared, public ledger, all of these systems become interoperable. Along with greater user experiences comes the opportunity to finally create genuinely innovative travel applications.

The baby & the bath water…

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Leveraging the transformational power of blockchain and the emerging public blockchain platforms to make practical, real-world solutions for travel retail.

Photo by Taras Shypka on Unsplash

Blockchain has generated a level of hype not witnessed since the dotcom bubble of the late 1990s and early noughties. Many academics, industry watchers and nascent observers have either christened blockchain as a global cure-all or a solution in search of a problem. As the Initial Coin Offering (ICO) fever of 2017 wears off, and the dust settles, there are those that won and those that lost. But the technology that underpins that gold rush still holds potential. Just perhaps not as far and wide and as quickly as once was initially thought. Too many unknowns, too many assumptions, too many new technology paradigms. So at Traversel, we started to think well what does all this mean? How can we leverage the transformational power of blockchain and the emerging public decentralised blockchain platforms and make a practical, real-world solution that bridges the gap between what currently can be done and marrying existing best of breed technical solutions to get the ball rolling?

As a travel-related technology business, we have a vested interest in both travel and blockchain. The travel industry is a complicated industry that is perennially at the forefront of disruption. Many travel-related ICOs have taken place, but the majority of them are blockchain clones of existing business models. A handful of more ambitious projects are looking to harness the real potential of the blockchain through the creation of open, public, decentralised platforms. Winding Tree is one such project with noble ambitions which has just completed a successful Token Generation Event (TGE). Travel Ledger is another blockchain platform that has recently announced its presence. At Traversel we wholly agree with the need to improve the overall travel offering and feel strongly that public decentralised blockchain solutions present the best opportunity to create real innovation. Despite the considerable effort and real progress presently going into resolving the well documented technical shortcomings (e.g. scaling, identity, data storage, interoperability) a perfect, public, decentralised blockchain solution more than likely will involve what is referred to as “layer 2” solutions that work in conjunction with blockchains to become more efficient.

Existing distribution platforms will not wither and die. But instead, we’ll see parallel railways.

In our vision of the immediate future projects like Winding Tree and Travel Ledger provide an alternate path for distribution development. Existing distribution platforms will not wither and die. But instead, we’ll see parallel railways. Those travel suppliers looking for a means and a mechanism to lower costs and have greater control of their product and data will explore blockchain solutions. Travel suppliers who lack the scale and funds to pursue a genuinely global distribution strategy will turn to blockchain solutions to give their products a global presence in a cost-effective manner. This is where we see tremendous potential. Similarly, travel retailers looking to acquire the best possible deal or service for their customers without “money sticking to the middleman’s fingers” along the way. This is the power of the present state of the blockchain in our mind. Healthy competition amongst distribution platforms will ultimately mean consumers benefit. Existing platforms and the newly arriving blockchain platforms are not mutually exclusive but somewhat concomitant, in egging each other on to be better, more efficient and solve existing and future customer problems.

We feel, with the amount of expectation heaped on blockchain that progress and winners will be decided by combining new technology with practical steps. This thought was reiterated recently by Microsoft who, after 12 months of research concluded that blockchain needs to scale via “off chain” solutions. In the case of their foray into decentralised identities, it seems for now only the user’s ID will be placed on chain with all other data managed in an encrypted “ID Hub”.

Decentralisation is an ideal that we have started to move towards in earnest. Some of the most significant movements coming in the self-sovereign identity spaces with Civic, uPort and others. To move forward, there is also a need to use what is in front of us now. Decentralisation / Blockchain purists may see this as insufficient and choose to wait until everything fits the anti-enterprise ideals that the likes of Google and Facebook are facing. The risk, however, is that the reputation blockchain has for being a game-changing technology loses its shine as limited progress unfolds. For now, to be able to take advantage of the hype we need to show blockchain competing against incumbent / traditional systems at speeds and performance levels that are equivalent. To do that we need to get real about what it’s currently capable of achieving and merge that with other existing solutions. Such integrated “workarounds” we would expect to be replaced over time as the blockchain ecosystem evolves.

In the end, we have the same goal. To challenge intermediaries and systems that charge without adding any real value with a protocol that is consumer-centric. We just may disagree on the best steps to get there.