What's Happening?
The travel industry is struggling to effectively utilize customer data for personalization, despite recognizing its importance. A survey conducted by Skift and Amperity among over 350 senior travel leaders
reveals that while the industry acknowledges the opportunity for competitive advantage through data, it remains early in transforming customer data into a true competitive edge. Fragmented systems and disconnected insights hinder consistent application of data, leaving personalization efforts uneven and reactive.
Why It's Important?
The ability to leverage data effectively is becoming increasingly crucial for travel brands to gain a competitive edge. As personalization becomes foundational to meeting traveler expectations, companies that can deliver real-time recognition, relevance, and trust will stand out. The industry's current challenges in data strategy execution highlight the need for improved systems and integration to capitalize on the abundant customer data available.
