The travel sector is awash with data. Mobile technology is fostering new data generating consumer behaviours and is dominating the travel industry.
Google seems to have hit the nail on the head when it described the modern customer journey as a series of micro-moments. Think back to the last time a friend recommended a hotel, holiday or journey to you. Did you patiently wait till you got home to look it up? No, nor us! 60% of travel searches start on mobile and 94% continue to jump between devices as they piece together options*, likes, dislikes, reviews and final plans. And it doesn’t end there, with 85% of leisure travellers deciding on activities after they have arrived at their destination. Swathes of time is spent experiencing, then reporting on those experiences on social media– good or bad.
None of this is surprising and more than ever, we are seeing the travel businesses that embrace data driven marketing and product development lead the way. And why not? According to a study by American Express, 83% of millennials said they would let travel brands track their digital patterns if it would provide them with a more personalised experience. In fact, 85% of all ages thought that customised itineraries were far more desirable than general offerings.
Customers are generating valuable, insightful data faster that it can be analysed.
Where does your travel business sit?
Every business on the planet (that wants to survive) is on a digital transformation journey.
Some are at the early stages; realising that having all customer data on separate platforms is not only ineffective, but is holding them back.
Some have their data in order on one central system but now need to identify how to analyse it for actionable insights that will feed product development and better ROI.
Some are already producing those insights and making the most of the increasing spontaneity and experience-led decision making of travellers with well-timed promotions and products.
Some travel firms have been on the journey since the beginning and are advancing quickly. New analysis of 321 million social engagements by Adobe Digital Insights has found at least 8 of the largest hotels have tested virtual reality experiences during the past six months and most of these were programmes that paired with a traveller’s mobile device.
Five Steps for Better Data Analysis and Use
- Data Management
Data is only as useful as its storage and use. Bearing in mind that GDPR (General Data Protection Regulations) are on the horizon and come with large penalties, the right data infrastructures and processes are critical. Your data environment needs to be GDPR compliant and allow you to capture individual interactions as they happen against one record.
A Single Customer View will allow you to join the dots between online and offline customer journeys. Your customers will have a better experience and you will be able to use the data to spot opportunities and patterns within a client group. You’ll also see what is and isn’t working. As a result, ROI can’t help but improve.
- Deeper Knowledge
Customers expect you to know them. To know what the booked or did last, what they might want to do next and on what terms. You can’t do any of that without better use and understanding of your data.
- More Creativity
When you know who you’re marketing to and what makes them tick, you can be more creative and innovative in your messaging, reflecting them in your materials and interacting with them more meaningfully on social platforms too. With the right system, you can then watch those interactions, learn about behaviour trends and manage them.
- Understanding your ROI
When you are operating a CRM system that has been carefully tuned to your business’ needs, people and processes, you will be in a better position to plot your customer journeys and attribute online and offline channel success.
Feel to join us for our next webinar, Digital Transformation in Travel & Leisure.
Date: Thursday 17th August
Time: 11am BST
Attendees: Best suited to marketing, sales, IT and data officers working in the travel and leisure industry and who use (or are considering) CRM for data management, inbound marketing and email marketing.
During the webinar, we will discuss:
- The main themes of digital transformation in the travel and leisure industry.
- What a 360-degree view of your customers looks like.
- GDPR, a catalyst for positive change?
- Creating a better customer experience and journey.
- How Microsoft’s platforms and tools are helping us to improve our travel clients’ processes, productivity and insights.
It takes seconds to register. If you can’t join, you can still register for us to email you the recording. The industry is changing so quickly, it’s worth being informed.