The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Travel sites are working on personalisation but do consumers notice?

Travel sites are working on personalisation but do consumers notice? | The Insight Files | Scoop.it

Elements of personalisation are creeping into online travel sites as demonstrated by a recent study by eDigitalResearch. The eTravel Benchmark looks at the digital travel experience across a number of criteria including first impressions, search, booking process and design and usability. Booking.com came out on top for the fifth time running for its performance across all channels - desktop, mobile and mobile application. According to the survey, personalised digital experiences are a growing trend although most consumers aren't really aware that content is personalised with only 20 per cent recognising these features. Click here to download the full study.

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Travel and hospitality personalisation is not a destination, it's a journey

Travel and hospitality personalisation is not a destination, it's a journey | The Insight Files | Scoop.it

Effectively executed, personalisation is an integral part of the journey to guest loyalty and advocacy. Over the years the travel and hospitality has known how important personalisation is to guests, but hasn't always been consistent in delivering. Three things hang in the balance:


  • New guest acquisition in a time of large-scale demographic changes.
  • Existing guest retention in an atmosphere of greater competition.
  • Staying competitive in a market impacted by disruptive entrants.


The sheer velocity of change in the travel and hospitality context, data and guest sentiment creates an engagement challenge of immense and complex proportions. A multifaceted approach is needed to take advantage of the industry's wealth of data and content. Find out more.

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Personalisation as the future of travel

Personalisation as the future of travel | The Insight Files | Scoop.it

The future of travel is personalisation. Reviews and online user generated content are increasingly important for travellers during the research process and when choosing a hotel. Findings show that given equal prices, travellers are 3.9 times more likely to choose a hotel with higher review scores. 76% of respondents also say that they would pay more for a hotel with higher average review scores. Click here to learn how personalising the travel search with structured review data leads to happier travellers.


Via Roland Schegg
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Objectif Seychelles's curator insight, November 24, 2014 5:25 AM

Very good article on changing travelling habits...

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How to make personalised marketing work

How to make personalised marketing work | The Insight Files | Scoop.it

According to the CEO of GetApp, just 10% of consumers find what they're looking for when interacting with online content. They key to relevant messaging lies with data, but the challenge is no longer connecting it. Today's challenge is using data to deliver customers more contextual, personalised impressions. This article outlines techniques your company can use to make your marketing more personalised. These include:

 

  1. Get more social.
  2. Try account-based marketing software.
  3. Consider the bigger picture.
  4. Use geo-targeting.

 

Find out more.

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Personalisation, retailing, and the traveller data problem

Personalisation, retailing, and the traveller data problem | The Insight Files | Scoop.it

Airlines which offer personalisation to their customers can create a differentiated offering in what is a generic marketplace, says Sabre. Facilitating a personalised dialogue with the traveller during each phase of the journey requires seamlessly integrated technology that operates in near real-time. And mobile is a convenient and effective avenue that can be used to facilitate that personalised dialogue. However, a bigger challenge than system integration across the full journey is for the carrier to actually see the traveller's full journey. A 360-degree view of the customer provides the insight allowing airlines to offer a unique, personalised experience based on the customer's past behaviours, interactions and stated preferences. These preferences and behaviours can then be used to predict and ultimately influence the customer's future buying behaviour.

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