Performance Marketing Trends in the Travel Industry
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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.