Travel and hospitality companies have a trove of rich first-party data – and limitless opportunities to personalize traveler experiences from flight purchase to hotel check-in and beyond.
But to get the most value from traveler data, airlines, hotels, and their brand partners must safely bring customer insights together. LiveRamp Industry Specialist Tara Franceschini explains how travel and hospitality companies can create better business outcomes when they collaborate.
“The benefit for the consumer is this personalized custom travel experience. The benefit for companies is better customer retention, better loyalty, and the ability to upsell and have a better relationship with each customer,” she said.
Find out how to create deeply personalized traveling experiences in this episode of “Here’s the deal…”
Travel and hospitality companies are leveraging first party data that can benefit any marketer in any industry.
I’m Tara Franceschini, industry specialist at LiveRamp, and here’s the deal.
Travel and hospitality companies have unique first party data that that is focused on very detailed demographic information.
Each company has this these details about how you like to travel or how you like to do things that can help better serve you. Think about your last trip, all the information you put in to book your flight, then you hop on that flight and you log on to Wi Fi, more personal information, then you land at that destination, you order your ride app. The ride app now knows you’ve moved locations. You then go to the hotel. You use your loyalty points to upgrade to a suite, and the hotel has all that personal information.
That data is so valuable to each company. But imagine the value if each of those companies could collaborate together and work together to create a seamless travel experience for that customer. That’s what we call data collaboration. Benefit for the consumer is this personalized custom travel experience. The benefit for these companies is better customer retention, better loyalty, and the ability to upsell and have a better relationship with each customer they have. Another element to this is the personalization you can provide your customers.
Being able to serve the right ads at the right time make the travel experience so seamless.
Imagine that you were on the airplane and you were able to get ads for activities in the destination you were about to add, or you’re in your ride app and you’re able to be served restaurants that are similar to what you eat in your home destination.
These are the things that can be provided through personalization and data collaboration.
The most innovative companies are leaning on this travel and hospitality first party data and collaboration to create a seamless personalized experience for their customers. This is really where those companies that do this will stand out above the rest in a very competitive market and and and prove and and show their customers they value them and put their customers first.
