How the Deep Web, Big Data, Semantic Relationships and Personalized Content Change Travel Marketing

How the Deep Web, Big Data, Semantic Relationships and Personalized Content Change Travel Marketing Published August 2014 Analyst: Robert Cole

 

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Four foundational capabilities made possible by the Internet – the ability to access vast amounts of detailed source data, to process it in real time, to understand its relationship to other forms of information, and to promote and sell personalized products – are converging in a way that will permanently change the world of travel marketing. The travel industry’s history of generic broadcast messaging will finally be replaced by interactive communication, tailored to the needs of each individual.

As online travel enters its third decade, marketers are preparing for the next pivotal development – data-driven decisions that personalize the travel experience. Tomorrow’s travel marketers will be armed with the information and technology to proactively engage travelers. By providing well-informed, relevant recommendations in a timely manner, travel brands will create value and enhance customer relationships. The result: sustainable brand loyalty and enhanced customer lifetime value (CLV).

Keywords:
  • Introduction
  • The Deep Web
  • Big data
    • Volume
    • Variety
    • Velocity
    • Veracity
  • The Big Data Payoff – Predicting the Future
  • Semantic Relationships
  • Personalized Content
  • Conclusions
US $450 
CA $587 • £358 • €400
FREE for Open Access Subscribers
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