Mesosphere Guide to Edge Cloud for Travel & Leisure 1

Summary
The travel and leisure industry has an opportunity to grow its business if it can
successfully navigate changing consumer expectations and technology trends. Family
income is on the rise for the first time since 2007, which means consumers are likely to
spend disposable income on travel and leisure. However, non-travel companies have
raised the bar in consumer expectations, which introduces demanding challenges for
the industry.

Consumers today expect a seamless, personalized experience with nearly instant

gratification. Mainstream travel and leisure brands, however, don’t have access to large
quantities of data that brands like Amazon are able to amass. The average consumer
travels for leisure once or twice a year, and they are increasingly less likely to make
decisions based on points and miles. Given this, travel and leisure brands need to be
precise in their data analytics and flawless in their execution across all channels, online
and offline. To make an omnichannel experience possible, brands need to provide global
services while meeting with data locality needs. This service is ideally built on an open
platform that runs on any infrastructure for greatest flexibility.

Rising Tide of Consumer Expectations

Travel and leisure brands face a unique challenge as they engage with customers less
frequently compared to brands in many other industries (e.g., eCommerce, software
services). Yet travel and leisure is no exception to the rising customer expectations driven
by today’s always-connected mobile-cloud economy. Staying competitive in the travel
and leisure space means navigating several key trends.

1. Experience Over Loyalty - Consumers have more choices than ever. From travel
aggregators to homesharing services, consumers today can evaluate a multitude
of options on price and convenience in just a few clicks. They care more about
their experience than the brand or number of points in their loyalty program
account. Many are also looking for unique, boutique options and “live like a local”
experiences. Capturing customer behavior to anticipate purchasing preferences to
deliver the right experience is one of the biggest challenges facing the industry.

2. Travel-as-A-Service - Travel and leisure businesses that broaden their scope are
winning the data game, and businesses that specialize on a vertical service are
finding it difficult to build a traveler’s customer profile. For good reason, companies
like Airbnb are taking a page from the cruise line industry and launching their own
versions of shoreside excursions, offering destination trips and experiences. The
more a company can provide for the overall travel experience, the better a picture
they can form of the customer and deliver the services they value. Doing this
effectively means creating a data-driven customer profile across multiple services.

1
Deloitte, Travel and Hospitality Industry Outlook 2017

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 3. Personalized and Contextual - With an increasing emphasis on the local experience,
it’s easy to overlook the complexity of executing a seamless global service. A guest that
frequents a particular hotel chain expects their guest preferences for a New York City
property be also factored into their experience at a Beijing property. If a guest enjoys spa
services, perhaps it’s a good idea to suggest a spa package at time of check-in.
Low-latency, distributed networks with computing happening at the edge are the
backbone to providing these real-time, seamless consumer services.

4. Security Across Channels - Selling in the connected world isn’t without risk. By
connecting with travelers across multiple channels and devices, companies introduce a
growing number of points of vulnerability. It’s imperative that data services, networks,
and the underlying infrastructure are properly secured and monitored for malicious
activity. Data breaches as a result of increasingly sophisticated attacks make headlines
that can seriously impact the business and create long-lasting damage to a brand. Any
goodwill and loyalty a brand may have spent decades building can be decimated in
minutes by a technical oversight.

Opportunities and Challenges

Travel and leisure brands understand the importance of making their guest feel special and
the power of personalized experiences to deliver more value and drive conversion. Hotel
chains and airlines are starting to use mobile apps to give travelers the power to do anything
from controlling room temperature, to booking spa appointments, to knowing where their
bags are in transit. And this is only the beginning of what’s possible.

However, for many mainstream travel and leisure brands, there are several factors that make
data-driven personalization particularly difficult. These factors include how travel and leisure
brands engage with customers, operational realities and technical challenges.

Business and Operational Challenges

Travel and leisure businesses face market challenges in four areas. First, travel is rare for
most people (perhaps only two times a year), making it challenging for travel and leisure
brands to develop a holistic view of its customers’ behavior and preferences outside of the
booking phase. Second, many people book travel through third parties (including online
aggregators), making it difficult for brands to build behavior patterns (and influence behavior)
leading to the time of booking. Third, most travel experience is inherently multi-vendor, so it
is exceedingly difficult to create a complete view of the customer’s overall experience. Lastly,
customers behave very differently depending on the purpose of a particular trip, such as
traveling with family, with friends, or for business.

Because travel and leisure are in-person service operations they face the unique challenge of
balancing cloud/datacenter capabilities with edge capabilities: more specifically, the point of
engagement with customers during their travel or guest experience.

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 Examples include property management software for hotels or cruise ships and aircraft-based
entertainment or e-commerce systems.

Quite frequently, on-property personnel are not sophisticated technicians, which limits what
solutions can be deployed. The industry’s transition toward data-driven and IoT-enabled
real-time personalization has a real potential to exacerbate these challenges. The upside
is that the use of “lights-out” unattended systems that have been built for self-healing
operations are now becoming commonplace and require less-skilled operators.

Technology Challenges
Legacy systems for travel and leisure were not built with cloud operations in mind.
Traditionally, legacy systems are so highly customized to the industry that they block
community-based collaboration and make it hard to hire engineers. In specialized
systems, compute resources sit idle for most of the business day. In many cases, “islands of
automation” act as containerized monoliths in the cluster and run very specialized workloads
for only a small portion of the day. This also leads to data silos, which cannot be easily
exposed to web and mobile applications, and the data loses its value as an enterprise asset.
Legacy systems present the following additional drawbacks:

• Security vulnerabilities: Modern enterprise systems must stay patched to the

latest security upgrades — at the operating system level as well as the product level.
Failure to do so will result in exposure of sensitive customer data, embarrassing
mandatory compliance disclosures to customers once a “data breach” has been
detected, and now the possibility of ransomware exploits threatening enterprise data
and corporate reputation.

• Maintenance difficulties: The rise of distributed service architectures and the use of
dynamic scaling results in vastly more systems tasks and responsibilities to maintain.
Using legacy-based maintenance methods for updates or patching configurations across
hundreds or thousands of compute instances is difficult, error-prone, and a time sink.
Modern Dev-Ops techniques and deployment practices (e.g. Continuous Integration/
Continuous Delivery, blue-green upgrades) and elastic operations techniques (auto-
scaling, load balancing) are now required to support real-time and distributed systems.
Having the correct architecture for distributed systems operations increases uptime and
reduces the sisyphean legacy maintenance issues.

• Service availability: Business demands on travel IT departments are no longer the

typical uptime requirements of 99.9% to 99.999%. The bar has raised to zero downtime.
Today’s travel and leisure systems have to run on highly available, redundant, and self-
healing distributed architectures to meet the ever-challenging demands of the discerning
guest in the 21st century travel and leisure industry.

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 • Rigidity & modernization challenges: Legacy systems impose communication
patterns, governance structures, and problem-solving routines that impose rigidity on
the corporate culture. To apply modern tools like artificial intelligence and machine
learning to help consumers plan travel requires a significant amount of real-time data
processing. These are practices already routine in the cloud-native, webscale leaders like
Facebook, Amazon and Google, which use distributed systems powering data processing
engines and microservices-based applications. Additionally, these modern cloud-native
architectures provide agility for operators, developers, and data engineers. Traditional
infrastructure simply cannot easily run distributed systems.

Modern Architecture Requirements

for Travel & Leisure
Travel and leisure brands need to meet not only the expectations established by non-
travel and leisure companies, but also the additional constraints of many brick-and-mortar
businesses. Digital transformation for travel and leisure brands, therefore, need to factor
in both datacenter/cloud operations (e.g., during reservations) as well as operations at the
point of engagement (e.g., in flight, during a cruise). A technology solution that meets these
challenges has to support a well-defined, overarching digital strategy that encompasses the
entire organization — rather than an ad hoc point-in-time initiative.

The most impactful solution should enable IoT, big data, fast data, microservices, and
scalable clusters to pave the way to innovation of new services and profitability:

• Highly Resilient & Scalable - Cloud-native architecture to meet elastic demand, provide
high availability, support multi-tenancy, and enable self-healing through failures.

• Hybrid-Cloud Portable - Cloud-agnostic architecture to provide the ability to easily

locate services at internal datacenters (and edge locations), or to any cloud provider
based on performance, regional coverage, and cost.

• Secure - Integration with enterprise Single Sign-On (SSO), Active Directory/LDAP as well
as secure computing support with SSL to support the enterprise security perimeter.
Microservices development is supported with an integrated secrets store coupled with an
ability to apply fine grained access controls for application by user and/or group.

• Maintainable & Extensible - With open source as the foundation, architects and
developers can collaborate on solution patterns as well as algorithmic solutions.
Additionally, the system should enable use of modern languages to allow specialization
through inheritance or aggregation to add the “secret-sauce” on top of the generalized
“open source” solution.

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 • Enable Agile Development - Accelerate time-to-value of new services and support
common CI/CD toolchains and the company’s agile development process.

• Internet of Things (IoT) - Much of the innovation in the travel and leisure space will
leverage internet-connected devices to provide automated and personalized customer
experiences. Such systems can generate a significant amount of data from a large
number of endpoints, so the platform needs to be able to elastically manage this speed
and scale.

Mesosphere DC/OS Approach

Many of the top travel and leisure businesses use Mesosphere technologies to bring agility to
operations, application development, and data infrastructure. Mesosphere DC/OS enables
an open partner ecosystem on a resilient and secure platform that runs on any infrastructure.
For travel and leisure businesses, this means faster time-to-revenue of new services,
automated operations, and savings on cloud or infrastructure costs. A key driver is the
ability of DC/OS to provide edge environments that are nearly identical to datacenter/cloud
environments and to deliver personalized and in-context experiences based on local data.

Mesosphere DC/OS serves as a platform for container orchestration and data services
operations, providing a universal toolkit to enable a travel and leisure organization’s
datacenter operations. Running containerized microservices on the DC/OS container
orchestration engine (Marathon) allows organizations quick and efficient prototyping and the
ability to build business applications that both meet the needs of internal teams and better
serve customers.

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 Data services frequently used are Apache Spark, Apache Kafka, and Apache Cassandra, which
all run elastically on DC/OS. With Apache Spark, a company can analyze market trends and
customer data to determine growth opportunities between different business units while
concurrently predicting and protecting against a large variety of risks and threats. Apache
Kafka is commonly used as a message queue for highly scalable and lossless data capture
and replication between services. Lastly, Cassandra is a cloud-native distributed database
that automatically replicates data across nodes and datacenters. The application-aware
scheduling architecture in DC/OS means that even more data services can be integrated
in a straightforward fashion. As of 2017, there are over 100 services available in the DC/OS
service catalog.

Travel and Leisure Use Cases

Faced with rising consumer expectations, travel and leisure brands must deliver on an
omnichannel experience. They need to be ready to process and analyze data on the edge and
in the cloud to provide timely, in-context offers.

Fulfillment and Customer Service

Non-travel brands have raised the bar, and travel and leisure brands need the systems in
place to ensure a flawless experience. Online purchases should be backed by inventory
systems with APIs exposed to mobile and web-based apps for stock availability. Before
a product page is rendered, inventory levels need to be known to set reliable fulfillment
expectations. Data from online behavior must be carried over to the offline experience.
Personalized greetings and offers based on a customer profile that keeps growing over their
travel and leisure experience (known preferences, dietary restrictions, and other contextual
information) ensure a premium service.

Dynamic Pricing
Fast data systems are driving dynamic pricing that allows for real-time adjustments to
mobile and web-based shoppers. Price for perceived value is the driving factor in consumer
shopping decisions for web and mobile customers. Knowing what the competition is doing
and the status of inventory and occupancy levels must drive real-time and dynamic pricing to
close sales. Competitive scraping bots populating big data lakes with this information along
with fast data provides feedback to browsing prospects that offer accurate inventory and
occupancy levels that drive fulfillment expectations.

Personalization
While loyalty may not be the top driver anymore, it’s still important for travel merchants
and hoteliers to continue cultivating close ties with shoppers with individualized coupons,
targeted marketing campaigns, and special pricing. It also reinforces the power of
one-to-one connections with customers via personalization, which new online entrants
cultivate rigorously. Big data systems capture deep information on consumers for higher
degrees of personalization.

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 This fosters loyalty and can help in later purchasing decisions and inventory, as well as
spotting trends. Machine learning and fast data systems can provide a feedback loop to
digitally enhance the loyalty of an existing customer on the mobile or web site to purchase a
product, room, trip, or service with loyalty-based pricing incentives.

Customer 360
The ability to build a complete, 360-degree profile of the customer is paramount. Unlike
everyday household purchases, the opportunities to mine behavioral data on travel and
leisure purchases are usually few and far between. In order to paint a complete and timely
picture, travel and leisure brands need to get creative on their data sources, mining social
profiles and online behavior for additional information. Which vacation photos are they liking
on Instagram and Facebook? Have they expanded their family and are more likely to book the
family-friendly vacation package? By adding social to their data sources, travel and leisure
companies will be able to find the right customers at the right time.

Customer-centric Engagement
Hoteliers and leisure companies need to entice customers to interact with them — whether
online or in-store — and keep them coming back. The omnichannel and seamless
online-to-physical and physical-to-online experience will be key to success in the 21st
century as technology blurs these transitions. Finally, not only will good product assortments
entice customers, but also purchase history and preference information — along with
knowledgeable sales information — will further the integrity of the travel merchant or
hotelier. This is an essential characteristic of a customer-centric core value in our
knowledge-based society.

Global Service with Data Locality

Software that manages how the brand interacts with guests may sometimes run on
infrastructure with low-bandwidth satellite connections or that is disconnected entirely.
Examples include property management and automation systems on aircraft, cruiselines,
or poorly connected properties. In other cases, customer or mapping data may be required
to stay in certain geographies only. An effective platform needs to facilitate central
application development at a datacenter or cloud and deployment of those services in edge
infrastructure leveraging local data.

Mobile & IoT-Enabled Experiences

Imagine a traffic incident causes a tired businessman to miss his flight. A mobile app from
his airline notices that the flight is taking off and he’s still five miles from the airport and
offers him alternative options. When he finally lands at his destination, he checks in while en
route to the hotel and orders room service using a mobile app. Walking past the lobby, he is
enticed by the bar and decides to get a drink there. Seeing that his food is not yet delivered
to his room, he redirects his food order to be served at the bar. These experiences make
heavy use of internet-connected devices and real-time streaming data, which are critical to
personalization at scale.

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 Leading Global Cruise Line Delivers
Seamless Customer Experience
A leading global cruise line serving millions of guests annually wanted to provide a seamless
guest experience from initial booking to shoreside excursions. With a fleet of more than
40 ships serving more than 100 worldwide destinations, the cruise line faced challenging
infrastructure and operational constraints. The cruise line built their services on Mesosphere
DC/OS because it met several key criteria:

• Corporate and Edge Cloud Integration - A seamless customer experience between

land and at sea requires running global service with data locality. Data ingestion and
persistence across clouds without high-bandwidth connections are key.

• Innovation through Open Source - Facilitate innovation with an open platform and
avoid highly customized solutions.

• High Availability and Automation of “Day 2 Operations” - Eliminate planned

downtime and service windows outside of drydock, and enable simplified and
unattended operations at sea.

• High Efficiency and Elasticity - Fine-grained resource sharing of distributed data

services and microservices to pool workloads, maximize utilization, and minimize cost.

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 Delivering an Omnichannel
Customer Experience
This leading global cruise company aims to deliver guests a smooth and visually engaging
digital experience. The experience spans all elements of the cruise starting with planning,
booking, and meeting the ship at port for cruise departure. Once at sea, the digital experience
continues to provide easily accessible dining, shipboard activities, and show information.
When the cruise stops at one of the many destinations, the digital experience extends to the
port-of-call adventures and tours that create memories that cement the relationship between
the passenger and the cruise company.

Delivering this experience can be quite complex as it involves web/mobile engagements

and sometimes a call center experience to complete a successful cruise reservation. Once
on board, a guest may then employ a web or mobile app connected to the ship’s wireless
network for cruise information, stateroom accommodations, and buying additional services
or port-of-call activities over the duration of the cruise. The application must be connected to
inventory management to ensure that the guest is only offered available services. In an ideal
situation, engagement continues when the guest returns home.

Corporate and Shipside Edge Cloud Integration

The day of the cruise departure, for the cruise line, involves the seamless migration of a
respective cruise passenger list and all supporting cruise data. This sophisticated data
transfer must be completed in an aggressive and short time window, as shore-to-ship data
transfers supporting the passengers, activities and associated voyage manifest in real
time. The company must also orchestrate ship-to-shore downloads from the disembarking
passengers with its associated activities history and voyage manifest history over low-speed
data service channels.

Internally developed microservices alongside data services deployed from the DC/OS
Universe catalog accomplish this complicated orchestration between the cruise line’s cloud
and fleet of ships. Real-time streaming data is synchronized from the corporate cloud to ships
at dockside prior to a cruise, and voyage data following deployment is sent back from the
ship to the corporate cloud. The local data contains a diverse mixture of critical information,
from muster location for an “abandon ship” drill required by international law to the names of
children in a passenger’s party and all necessary information for a meaningful user experience
with at-sea apps that enrich the cruise experience.

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 Innovation Through Open Source
One important reason behind the selection of Mesosphere DC/OS by the cruise company
is Mesosphere’s commitment to open source. DC/OS is an open core platform built on the
proven open source Apache Mesos distributed systems kernel. DC/OS also supports over 100+
open source- and commercial-open source-based systems in the DC/OS Universe catalog.

The use of DC/OS is important because historically, cruise companies use highly customized
solutions that make collaboration outside of the company impossible. In fact, collaboration
and partner interaction will have ever-increasing in importance in the digital economy
and the cruise industry. With greater partner collaboration and interaction, there are more
opportunities for specialized cruise experience enrichment with systems that are built to be
both open and integratable. This type of creativity and passenger enrichment is not possible
with older industry legacy systems.

High Availability and Automation of “Day 2 Operations”

The cruise industry has 24x7x365 operating requirements. For this cruise line, all crew on
the ship needs to focus on passenger computing and media support to enrich the cruise
experience. The platform must be stable and production-proven, and it must support
minimal mean-time-to-resolution for issues that occur.

Mesosphere DC/OS is built on Apache Mesos, production-proven at scale in mission-critical

web-scale datacenters for several years. Additionally, data services that run on DC/OS benefit
from application-aware scheduling, so operational best practices of these services are
programmatically built into service definitions. Container orchestration capabilities with
DC/OS are similarly production-proven.

Availability and uptime on any system must factor in maintenance, which includes upgrades,
security patches, and performance improvements. The time budgets for varying systems
uptime are listed below:

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 The reality of systems operations with a global internet world-wide audience is
no downtime. Modern IT infrastructure systems need to facilitate “Day 2 Operations” (or
the operations and maintenance required later in the IT lifecycle) with minimal disruption to
online business operations. The computed uptime or SLA is the minimum time that can be
sacrificed, with no disruption being the unstated “desirement.” DC/OS makes this possible
with Blue-Green and canary style updates. Even changes to the Apache Mesos agents can also
be done with minimal or no downtime in cluster scale-out or scale operations, for example.

Highly Efficient and Elastic

While most Global 2000 companies operate multiple environments to support production
operations, this global cruise company needed a cluster management platform with the
capabilities of cluster partitioning. This has the desirable effect of lowering the costs of
operating multiple environments by combining them into a single physical environment.

Mesosphere DC/OS Pooling Dev and Tech Environments

The cruise line can run multiple physical environments with partitioning to reduce costs. For
example, a partitioned development and testing environment in the same cluster effectively
eliminates development environment costs by 100%. Both environments are consolidated
into one highly utilized cluster, as the DC/OS environment illustration above demonstrates.
Cruise companies can also move ETL, Map-Reduce, and analytics processing within the
Enterprise Data Lake as a single partitioned cluster. There are several cost-savings drivers:

5. Cluster utilization can be scaled up with a comfortable headroom to minimize

wasted capacity.

6. Clusters typically make use of local IP addresses. In the case of AWS, this is a
little-known cost savings over public IP address.

7. Cloud data transfer costs are minimized, as data transfers would be limited to
transfers across availability zones (due to fault tolerance and high availability
requirements) and within the same availability zone for optimal cost savings.

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 Mesosphere works with many of its customers to identify such cost saving strategies. To
further contain cloud operations cost, cruise industry companies can run clusters at 90 to
95% of capacity. This leaves little in the way of wasted capacity, as actual demand will be
asymptotic to capacity.

Unfortunately, many companies’ operations waste computer capacity because their platform
makes horizontal scaling impossible or difficult. With DC/OS, adding a “scaling increment”
by virtue of the addition of a new virtual machine to the cluster requires no downtime at all.
For example, assume a scaling increment of a virtual machine that has 40 CPUs and 160 GB
of RAM. In this example, a development scaling increment = 2 CPU Cores and 8GB of RAM per
microservice. So 20 new microservices would fill this scaling increment for a development
epic. To complete the story in this example, prior to a new development epic, a systems story
and associated tasks would be added to the agile backlog for manually scaling out the cluster.
This addition is cost effective, as wasted capacity is eliminated because actual demand (plus
a comfortable headroom factor for spikes) keeps OPEX cloud cost minimized and utilization
maximized. DC/OS makes scaling a cluster simple and adds to the cost effectiveness of cloud
and on-premise datacenter operations.

Finding the Right Infrastructure to Match Business Needs

In the cruise industry, one of the primary drivers behind cloud native and digital
transformation initiatives is speed of development and change to the software system. After
years of “Service Oriented Architecture” (SOA) pacing (e.g deployments once a quarter),
business demands are for greater agility and speed (e.g. deployments every 2 weeks) on
new projects as well as updates to existing ones. Microservices allow established SOA teams
to factor out highly volatile SOA services into microservices to meet the aggressive digital
transformation initiatives set by the business teams.

This way, short development and update cycles can be achieved while retaining SOA
infrastructure for more stable and less volatile services and applications. This is one
way a cruise company can partition their digital transformation initiatives based on the
velocity needs of a rapidly evolving competitive landscape in the cruise industry of today
and tomorrow.

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 Working with Mesosphere
Founded by engineering leads at early webscale companies and the co-inventor of the
Apache Mesos distributed systems kernel, Mesosphere aims to deliver a “datacenter or
cloud as a computer” operating model to businesses. This approach provides automation
critical to running and scaling cloud native applications and data services, without having to
significantly scale the required infrastructure and operations personnel.

Recognizing the shift toward distributed systems can be new for many organizations,
Mesosphere provides software, support, training and professional services, working closely
with strategic customers to get to desired outcomes.

The level and duration of professional services support can vary based on the customer’s
experience with Linux, Apache Mesos, distributed systems, and cloud native architectures
in general. In some cases, organizations that are already experts in Apache Mesos or the DC/
OS open source distribution look to Mesosphere for mission-critical support. Alternatively,
customers choose to have Mesosphere solution architects embedded with internal enterprise
architecture and engineering teams to ensure the implementation of distributed systems best
practices, in addition to mission-critical support and training.

Conclusion
Travel and leisure brands face a unique challenge as they engage with customers infrequently.
Users still, however, have the same expectations driven by today’s always-connected
mobile-cloud economy. Successful brands will be able to deliver omnichannel experiences
that help build a more comprehensive view of the customer and deliver personalized,
relevant, and in-context opportunities for conversion and deliver greater value. In all use
cases, the need to manage users and data in real time and at scale is common.

Mesosphere DC/OS is a production-proven platform for running modern services like

container orchestration and big/fast data services. For a leading global cruise line,
Mesosphere DC/OS has become a critical operational asset for cloud, hybrid cloud and fleet
datacenter operations. DC/OS is a stable and battle-tested microservice and data services
platform enabling a greater degree of business and deployment agility.

A rich selection of pre-configured platforms and services from the DC/OS services catalog
means enterprise and application architects have the building blocks they need to build
out a business computing infrastructure that is highly adaptable and resilient. Finally, the
“datacenter/cloud as a single computer” operating model provided by DC/OS enables the
leading cruise line a high degree of automation and cost efficiency.

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