Digital Travel US 2018

April 30 - May 02, 2018


A Preview of Insights On Localization for the Hospitality Industry

Here's a list of the companies so far attending Digital Travel 2015. Some fantastic additions to the event these last couple weeks. Welcome aboard to: Air Canada, Air China, Airbnb, Alaska Airlines,, Delta Airlines, Delta Vacations, Expedia, Hilton Worldwide, Las Vegas Sands, MGM Resorts, Virgin Atlantic Airways, Orbitz, Porter Airlines Inc., Silver Airways, WestJet Airlines, World Hotels, Wyndham Hotel Group
A Preview of Insights On Localization for the Hospitality IndustryA Preview of Insights On Localization for the Hospitality Industry
Digital teams at hotel Groups are generally confronted with a key localization dilemma: Due to the high volume of property content, maintaining a fully localized site in all languages can be cost-prohibitive. Yet it is usually a necessity for the hotel to be available in the language of their location. One of the largest - and usually main - markets is the hotel's local market. In the worst case scenario, that means one language for every hotel in the group. The value and ROI for the single hotel is clear, but how can that be applied to the rest of the site?

Executive Summary

In an age of increasingly plentiful customer information, the quest to create a truly individual and personal digital experience has become the gold standard for brands across industries. A digital retailer can now use cues taken from data around earlier brand interactions to identify the preferences of a customer, then serve them content that strongly correlates to those professed interests with the goal of creating a more enjoyable, and ultimately, profitable experience for individual shoppers.

Now, strides are being made towards further embracing personalization and data driven predictive marketing within the travel industry, which has historically been slower to adopt these solutions than digital retailers. The questions that brands are asking themselves are being driven by two sides of the same coin; how can travel companies create more personal, preference based content and serve it to their customers across multiple channels and touch points through creating consolidated views, and on the back end, what data is valuable for painting this picture and how can its massive volume be managed?

In addition to the challenges of fine tuning data collection and insight generation, personalization initiatives need to compete against the multitude of other projects faced daily by digital marketers, and often require concerted effort to implement across departments. This paper will examine the implications of the growing importance of data driven personalization, what the effects of this trend will look like in the travel space, and what leading brands are doing in order to make forward progress towards a more effective and enjoyable standard of personalization for travel customers.