THIS TIME, ITS PERSONAL

Travel is a romantically-charged
heart-over-head affair. Travellers are
passionate about where theyre going,
how theyre getting there, and whats
waiting for them.

EVERY STAGE OF A TRAVELLERS

JOURNEY NEEDS TO BE PERSONAL

87% 83%
BELIEVE THAT
CUSTOMISED
73% OF CUSTOMERS
EXPECT
LIKE TO BUY FROM
OFFERS BRANDS THAT RELEVANT
COULD HAVE A
PERSONALISE INFORMATION
POSITIVE EFFECT
THE SHOPPING AND PRODUCTS
ON TRAVELLER TO BE RECOMMENDED
EXPERIENCE
SATISFACTION TO THEM BASTED
ON THEIR PERSONAL
PREFERENCES

76%
ARE WILLING TO
TRADE THEIR
INFORMATION
75% FOR MORE RELEVANT
OFFERS AND
DISCOUNTS
LIKE IT WHEN BRANDS

88%
SEND THEM
PERSONALISED A L E
S
MESSAGES VALUE
AND OFFERS
67% RELEVANCY
IN THEIR SHOPPING
OF CORPORATE JOURNEY
TRAVEL
MANAGERS CONSIDER
PERSONALISATION A
HIGH PRIORITY

THE BUSINESS CASE FOR

PERSONALISATION

INCREASE EMAIL INCREASE INCREASE OVERALL

CLICK-THROUGH AVERAGE ORDER CONVERSION
RATES BY VALUE BY RATES BY

72% 53% 33%

41% 40% 39%

OF CUSTOMERS BUY MORE AFTER BUY MORE WHEN
BUY MORE FROM EXPERIENCING A PRODUCTS ARE
RETAILERS AFTER MULTI-CHANNEL RECOMMENDED
RECEIVING PERSONALISED TO THEM BASED
PERSONAL EXPERIENCE ON PREVIOUS
EMAILS PURCHASES

So, what are we waiting for?

THE PATH TO PERSONALISATION

A computer should never ask you a

question that it should be able to work
out the answer to.
- Benedict Evans

1. TEST 2. TARGET 3. SEGMENT

Use website Decide which Separate out target
analytics, emails, and customers you demographics and
mobile optimisation want to target. get personal using
to analyse trafc, rst- and third-party
click-through rates, data.
site journeys, and
conversions.

4. SYNCHRONISE 5. CONTINUOUS
Roll out multi-device LEARNING
customer journeys across Use website analytics, emails,
all channels - especially and mobile optimisation to
mobile. analyse trafc, click- through
rates, site journeys,
and conversions.

Written Materials Travel Technology Europe 2016 Conference

Aircraft leasing: Buy or rent? The Economist. 21/01/2012. [Online: http://www. economist.com/
node/21543195] Last accessed 10/03/2016.
Cowen, Martin. Thomas Cook India links up with Airbnb for international packages. Tnooz. 22/02/2016.
[Online: http://www.tnooz.com/articles/thomas-cook-india-Airbnb-packages/] Last accessed 10/03/2016.
Evans, Benedict. 16 mobile theses. ben-evans.com. [Online: http://ben-evans.com/
benedictevans/2015/12/15/16-mobile-theses] Last accessed 10/03/2016.
Everstin, Joakim. Tomorrowland: Emerging trends in travel technology. GTMC. [Online: http://www.gtmc.
org/wp-content/uploads/2016/01/Tomorrowland-the-future-of-travel-1. pdf] Last accessed 10/03/2016.
From Big Data to Big Personalization. Monetate. [Online: http://content.monetate. com/h/i/12311817-
from-big-data-to-big-personalization] Last accessed 10/03/2016.
Grogan, Lee. The Path to Personalization. Monetate. [Online: http://content.monetate. com/i/526128-5-
levels-of-personalization/] Last accessed 10/03/2016.
Choosing a technology partner. Travel Technology Europe 2016. 25/02/2016.
CTO question time: Four CTOs/CIOs from across the travel sector debate the hottest issues in travel
technology. Travel Technology Europe 2016. 24/02/2016.
Everstin, Joakim. Tomorrowland: Emerging trends in travel technology. Travel Technology Europe 2016.
25/02/2016.
Grogan, Lee. The Path to Personalisation: Getting Started, Top Tips and Best Practice. Travel Technology
Europe 2016. 25/02/2016.
Perkin, Neil. Disruption, Data and Digital Transformation: The Key Digital Trends in the Travel Sector. Travel
Technology Europe 2016. 24/02/2016.
The age of multiple channels: can customers receive consistent messages through different channels?
Travel Technology Europe 2016. 24/02/2016.
Travel futures: what the travel company of 2025 looks like. Travel Technology Europe 2016. 24/02/2016.

Business Travel Show 2016 Conference

Technology and the new corporate traveller - a debate. Business Travel Show. 25/02/2016.