We live in an increasingly personalised world, with consumers served video content based on what else they have watched, sometimes what their friends have watched. They are served adverts based on their online profile, viewing, or shopping habits. This is leading to an increased demand for personalisation in every aspect of a consumer’s life and travel companies are having to respond to that.

Personalisation is mainly about convenience, enabling customers to navigate the huge amount of choice, with a multitude of possible destinations, types of accommodation, proximity to amenities and attractions, and other add-ons, such as pre-booking attractions and / or restaurants, etc.

Technology is key to enabling this personalised customer journey. It begins with machine learning, which can intelligently interrogate massive amounts of data and filter out the important bits. It is also about having the right technology in place to serve up personalised content effectively, and securely. We will therefore likely see huge investments from travel companies in machine learning, data handling, and cyber security technology.

Personalisation is however not just about the booking process. To truly tailor the holiday experience, travel companies need to consider how they can customise that entire journey. Mobile apps will likely play a key role here, but to date most travel apps are informational, offering little dynamic interactivity. We will see apps in the near future offering up suggestions to consumers as to what they can do next based on where they are.

Those travel companies that embrace personalisation throughout the customer journey can truly differentiate themselves, giving the consumers a much more unique and customised experience, and ultimately driving revenue and customer satisfaction.

You can read more on this subject on TTG Media.