Power Up Travel Communications with Big Data
Big Data has become a widely discussed and debated topic across all industries not least – travel. Companies are building data lakes and gathering intelligence on customers and their behaviours and many without even acknowledging it. However, this extensive data pool is largely futile if the intelligence isn’t applied to improving customer experience or driving revenue.
While Big Data has been successfully utilised in the area of yield management it remains surprising that most travel companies with inherently easy access to their customer’s data are still not using it to transform the customer experience through data-driven customer communications.
Given how the industry is fiercely competitive and resolutely focussed on differentiation, it is ill advised to ignore the possibilities that Big Data presents. Even small improvements in the area of customer experience can deliver significant financial gains through increased up-sell conversions and customer loyalty through improved brand perception.