Offer Personalization: What Variables Set the Context

Summary

Personalization continues to be increasingly important both to travelers and the travel companies selling and/or operating the associated services. All recognize that personalized experiences, online as well as in real life, yield more satisfied customers and profitable brand relationships.

In travel, due to the wide variation of itinerary purposes and durations and multiple components comprising the end-to-end experience, personalization is exceptionally complex relative to other product categories.

Through the combination of artificial intelligence (AI) and the pervasive collection of behavioral data, the near future promises predictive tools designed to target audiences, identify the most relevant content for each, the optimal channel(s), and the best timing to engage them to produce desired outcomes.