How Big Data is Enhancing the Travel Experience
Elina Boncheva
With each travel search we make whether on an online travel
agency phone application or a metasearch engine website, data about our
preferences, destination desires and willingness to spend on travel purchases
is recorded. Sure, big data knows our travel trends and secret getaway plans, which
may make the 21st century travel consumer weary, but the benefits
big data can bring by means of personalized marketing outweigh the paranoia. Hospitality and travel companies are beginning
to use detailed consumer digital data to tailor each traveler’s experience from
search to booking, bolstering retention rates and growing purchases through personalized
marketing.
According to a new Skift and Boxever report examining the
future of personalized marketing in travel, personalized marketing can help
improve conversion rates by 10-20%, increase revenue by at least 5% per week and
drive loyalty with a potential to increase revenue per visit three to seven times. Digital behavioral data can deliver specific
ads to a customer in prime times of booking potential and can adjust the
language and content of marketing campaigns for distinct audiences. Companies can begin to build customer profiles
of traveler data points including regions most often traveled to, preferred
flight times, seat selection, average night stay, quantity of people booked
for, etc. to offer more relevant “recommended trips” for shoppers. Think Amazon's
related products section meets tailored travel packages.
Big data in travel is also transforming the industry
real-time. Delta’s flight attendants now stroll through the aisles carrying phablets
preloaded with customer details from preferred language to loyalty status.
Hotel chains are reworking their rewards programs to customize each guest’s
experience based on data they have tracked. Expect your favorite dessert or revered
sports team gear awaiting you next time that green light grants you entry into
the room.
With 35% of US travelers using 6-10 sites to plan and book
travel, competition for the travel purchase is high. Creating the personal connection with customers
is now paramount to bridging the gap between casual browsing and loyal purchasing.
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