digital travel items
6 months ago
 

Digital state of the travel nation

Econsultancy and Adobe spent a few months last summer trying to understand the requirements and challenges facing digital marketers and ecommerce executives in travel.

The report, produced to coincide with the Travel Technology Europe event in London this week, was the result of a series of in-depth interviews with nearly 200 senior figures from hotels, airlines, travel agencies, cruise operators and car rental companies from around the world.

Results are broken down into a series of areas, covering digital transformation, customer experience, mobile, data, personalisation and social media.

Mohammad Gaber, head of industry strategy and marketing, travel and hospitality, says:

“Delivering personalized digital and physical experiences in the travel and hospitality industry is not a new tactic.

“It’s always been pursued to a limited extent, and has traditionally focused on luxury and high-end segments.

“Delivering personalization at scale was hampered by affordability. However, the disruptive innovation of increasing data availability and mobile has changed the nature of the game, enabling us to know much more about the guest and respond to those inputs.

“Personalization is now scalable, which makes it affordable for delivery to the masses. Combined with improved product offerings, it has the potential to deliver a new golden era of travel.”

Here are the results…

Thinking about how digital technology has disrupted your industry, which statement best describes your organization today?

e1

Thinking about how digital technology has disrupted your industry, which statement best describes your organization today?

e2

Does your organization have an individual or function responsible for digital transformation?

e3

Please rank the following competitive and environmental pressures in terms of impact on your business.

e4

In the context of your digital strategy, in what areas is your organization most lacking skills and capabilities?

e5

In the context of your digital strategy, in what areas will it be most important to develop capabilities over the next 12 months?

e6

What are your organization’s top business priorities?

e7

Do you enhance the on-property experience with technologies such as beacons and digital kiosks?

e8

To what extent are the following people in your organization involved in making decisions about marketing technology investment?

e9

What best describes your organization’s approach to marketing technology?

e10

Which of the following digital marketing technologies is your company prioritizing for investment over the next 12 months?

e11

Does your organization have a data analytics strategy which defines how data will be collected and then used across the business?

e12

Does your organization have a data analytics strategy which defines how data will be collected and then used across the business?

e13

Does your organization attempt to build a 360-degree view of customers in order to communicate with them more effectively?

e14

Which of the following sources of data is your organization using to help build a 360-degree view of the customer?

e15

Does your organization empower customer-facing employees by making 360-degree customer data available to them (e.g. call center and customer-facing staff)?

e16

Which of the following best describes your company’s ability to deliver personalized customer experiences?

e17

What are the greatest barriers preventing the ability to deliver more personalized experiences?

e18

How do you rate the following types of data for effectiveness in helping to drive return on investment from marketing activities?

e19

What are the most important functions of the mobile channel for your organization?

e20

What proportion of your digital sales are booked on mobile devices?

e21

What proportion of your digital sales are influenced by interaction on mobile devices?

e22

Thinking about your organization, please indicate whether you agree or disagree with the following statements.

e23

Thinking about your organization, please indicate whether you agree or disagree with the following statements.

e24

NB: Digital travel image via Shutterstock.

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Kevin May

About the Writer :: Kevin May

Kevin is senior editor and a co-founder at Tnooz. He was previously editor of UK-based magazine Travolution and web editor of Media Week UK from 2003 to 2005.

He has worked in regional newspapers (Essex Enquirer) and started his career at the Police Gazette at New Scotland Yard in London. He has a degree in criminology, a postgraduate diploma in magazine journalism and publishes his first book - a biography about Depeche Mode - in late-2016.

 

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