TRAVELERS HAVE SPOKEN
Accenture’s latest research shows travelers expect more from travel brands. We looked at personalized marketing from the world’s leading companies to assess the impact on consumer perception and experience.
THE EXPECTATION:
travelers want companies to personalize their communications, and use previous travel information to help them make better travel decisions.
MIND THE GAP:
Many travel brands are not delivering the deep, authentic and personal connections travelers want.
THE REALITY:
believe communications they receive from travel brands are good, and feel travel companies know and understand them as customers.
CONSUMER PERCEPTION SURVEY
We interviewed 2,300 people across the US and UK using 7 key questions to analyze content relevance, marketing channel and conversion tactics.
DIGITAL CAPABILITY AUDIT
We carried out an "outside in" audit of brands’ digital personalization capabilities, assessing 65 data points for each brand.
WHAT TRAVELERS REALLY
THINK ABOUT THE INDUSTRY
High-flying personalization
- Airlines lead in delivering personalized marketing to travelers: 57% of our leading brands are network carriers
- Low cost carriers (LCCs) scored lower in both consumer perception and audit research
- Frequent flyers want the brand to remember them. Infrequent flyers want to learn more about additional products and services.
- Key:
- Consumer Focus
- The Rest
- Leaders
Room for digital improvement
- Our research showed less correlation across the hotel segment
- Lots of non-upscale brands scored highly in our audit ratings.
- Key:
- Consumer Focus
- Tech Focused
- Leaders
- The Rest
Boost your staying power
- OTAs lead the way in digital capability
- But travelers still see them as just a tool for exploratory research
- Brands need to build stronger consumer relationships.
- Key:
- Consumer Focus
- The Rest
- Leaders
THE IMPORTANCE OF ME
One size does not fit all
BE SMART
Use previous travel information to help me make better travel decisions.
BE RELEVANT
Send me appropriate online communications.
BE PROACTIVE
Suggest extra products and services that are relevant to me.
- Key:
- Millennial
- Non-Millennial
THE OPPORTUNITY:
CREATE UNIQUE EXPERIENCES
Build a living profile
Enhance the travel experience by making travelers’ unique preferences and needs the foundation for personalization platforms.
Develop relationships of trust
Show the value of the personalized communications travelers receive in exchange for their personal data. Help consumers create and develop content to engage other travelers.
Keep your promises
Make sure you can keep your customer promise by aligning and supporting the organization, processes and tools with the right end-to-end technology.
Harmonize the technology
The best tools and talents fail if they aren’t all playing to the same sheet music. Orchestrate your technologies to create unique and personalized experiences.