Use customer data to personalise travel, Amadeus urges

03 Jun 2015  2038 | World Travel News

Amadeus has called on travel companies to use customer data to develop more personalised products and experiences for travellers.

The travel technology company recently revealed the six “Traveller Tribes” it believes will come to the fore by 2030, which will be defined by their “values, behaviours and motivations”, rather than demographics. And it is now urging airlines and other travel companies to harness customer data and social media information to create “bespoke purchasing experiences” that cater to the individual needs of these new travellers.

“The industry is seeing a shift in power back into the hands of the traveller. Airlines today need to have a clear understanding of what motivates travellers and how their purchasing behaviours have evolved, if they truly want to build a more rewarding and connected journey for tomorrow’s traveller,” said Hazem Hussein, executive vice president of airline commercial for Amadeus Asia Pacific.

Mobile and social media channels will hold the keys to gathering data and connecting with customers, according to Amadeus
Mobile and social media channels will hold the keys to gathering data and connecting with customers, according to Amadeus
Amadeus believes that in future, “personalised bundles” of products and services will be available to travellers. These will be distributed via a series of new sales channels, which it has divided into ‘inspiration’ channels such as smartphones, tablets and virtual reality headset, or ‘information’ channels like the smartwatch, augmented reality glasses and service robots.

Customer data will become the most important resource available to companies, according to Amadeus, and those that collect and use it most effectively will be at the greatest advantage.

“Amadeus’ vision for the future is a totally connected travel ecosystem with the traveller at the centre. We believe we are uniquely placed to deliver this vision for the industry, working hand in hand with our customers and partners, which includes all of the major airlines in Asia Pacific,” added Hussein.

The six new Traveller Tribes defined by Amadeus include ‘Social Capital Seekers’, which structure their holidays based on the response of online audiences, ‘Cultural Purists’, who seek authenticity, and ‘Ethical Travellers’, who make travel plans based on moral or environmental grounds.

Then there are ‘Simplicity Searchers’, who will prefer bundled offers, ‘Obligation Meeters’, driven by a specific travel purpose, and finally ‘Reward Hunters’, who are only interested in indulgent luxury travel.

sourced:traveldailymedia.com 

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