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How travel companies can personalise the customer journey

To truly capitalise on the value of customer personalisation, travel firms must learn to understand the buying habits and preferences of its customers in the same way retailers have successfully pioneered

It is now a cliché to say that online retailers (and increasingly, multi-channel retailers too) have revolutionised the extent to which they can personalise and target products and services, and the marketing of these, to customers.

However, whilst travel suppliers (including suppliers of travel and hospitality services and content) were ahead of the brick-and-mortar retail industry with loyalty programmes, and were compiling big data sets on their customers before others caught on, they have not kept up with what the state-of-the-art can do when it comes to implementing a personalised approach to communication, interaction and service delivery.

It is of course important to note that some are ahead of others in terms of the maturity of their personalisation efforts, but, by and large, there would be little disagreement with the proposition that much more needs to be done.