The Power of Personal. Personalisation and localisation – opportunity for improvement

Sponsored by Avvio, written by Travel Intelligence Network and distributed by International Hospitality Media.

According to an Experian survey in 2016, 86% of UK brands use personalisation in marketing. Although a phenomenon of the digital age, personalisation is not new. The purpose of marketing has always been to understand and fulfil customers' needs profitably.

It is the digitalisation of this process that is new, plus a newfound demand for any product or service to be delivered now - if not sooner.

Packed with hotelier case studies and handy tips, this 20 page report explores today's 'always on' consumer and how the use of digital devices and marketing is becoming more sophisticated. Almost all (94%) of leisure travellers switch between devices as they plan or book a trip. Many use two or more devices for planning and booking travel.

No wonder Online Travel Agents (OTA) spend on average €75,000 per day advertising on Google, where purchasing decisions are made quickly, based on relevant sales messages that render further searching needless.

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