How the personalization trend is changing the tourism industry

The constant personalization of services is a major challenge for the tourism industry. Several articles focus on this new tourism trend. We will here analyze some main key factors:

• Data

Jens Wohltorf, co-founder and CEO of Blacklane, highlights that travelers are increasingly happy to share their experience online, generating a lot of data and creating what is called today: the business intelligence. In consequence to this huge flow of information, travel companies can more easily meet customers’ expectations. Opinions in Digital Tourism Think Tank add that consumers actually feel more comfortable in sharing personal data with private organizations.

• Personalization through mobile devices

As mobile devices become increasingly sophisticated, they allow more personalization since people have more options. For instance, Digital Tourism Think Tank Opinions’ article reveals the app Checkmate that facilitates the check-in process in hotel. This app enables hotel guests to check in online and add some personal virtual requests.

• Flexibility

The industry tends to be more flexible with its customers regarding, for instance, the cancellation policies or the invoice process. The travel industry is also much more available to answer customer requests through new ways of communication such as social networks (Twitter, Facebook, or Trip Advisor)

In our interconnected world, IT in tourism is fundamental. 2015 will be a significant year for companies regarding their digital strategic choice. Tourism actors will have to intensify their efforts regarding the personalization and access to their services in order to control their online reputation. As such, they gather data and learn about their customer behavior, enable them to develop even better services.

Finally, there is an accrued competition in this tourism industry: indeed, information is becoming a vital factor in the shaping of branding messages for many products and services. As more information is available to travelers, brands will have to fight to differentiate themselves within the marketplace by using information more effectively. The tourism companies should be unique every time and customer’s visit must be treated regarding his/her current needs. The personalization help the tourism industry to respond more precisely to these needs.

Clothilde Larché & Louise Petit

Sources:

http://www.tnooz.com/article/for-travel-the-key-to-loyalty-is-personalization/#sthash.pJUUAIII.dpuf

http://www.eyefortravel.com/mobile-and-technology/4-drivers-personalisation-travel-technology

http://thinkdigital.travel/opinion/personalisation-to-become-a-reality/

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