Consumer personalisation is crucial to online travel success, says tech giant IBM in Travel 2020: The distribution dilemma. “We uncovered a strong preference for personalised interaction,” the report says. “Companies that do no facilitate a personalised interaction are more likely to be punished with harsh reviews, lower customer satisfaction and limited customer loyalty.

“Effective personalisation starts with the traveller experience online; it is not limited to interactions at the property or on the airplane.

“Online shoppers have come to expect that companies speed the process of selecting products and services that meet their needs based on their previous shopping and buying patterns.

“They also expect that interactions with companies will occur according to terms they accept and on devices they most prefer.

“Customers should be empowered to extensively customise their communication preferences and opt into and out of marketing and follow-on sales efforts.”

Download: Travel 2020: The distribution dilemma

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