As we enter the new decades industries like retail and travel continue to invest in digital platforms and solutions that enable Hyper-Personalization. This article examines the role of personalization in tourism marketing.
This is because millennials have increased in purchasing power and are now the main driver of business growth. Every business marketing its products and services to this market must adapt to the dramatic shifts in customer behavior and respond to demands for social media and mobile.
Personalization in tourism marketing goes beyond tweaking a Marcom message or deploying new technology or CRM platforms. Personalization is not a one-size fits all approach. However, in many cases, it involves altering an existing product or service to make it more appealing to millennials.
The millennial generation is looking for the best in travel. Consumers today want a travel experience that is both immersive, engaging, inspiring, and transformative. This means that resorts and tour operators must make authentic local experiences more attractive and unique to attract tourists and keep them from their competitors.
This case study provides information about the evolution of destination marketing.
Next, travel operators must market their experiences to millennials. This is where businesses (travel included!) I need to do more. Numerous surveys have shown that consumers are not satisfied with the personalization that brands offer.
Travel operators need to engage their customers from multiple points of contact using data from all sources to achieve personalization. This is known as Hyper-Personalization. It involves using new technologies and transforming legacy systems. This takes a lot of time and is why businesses are slow to react.
The challenge of creating hyper-personalized strategies for travel personalization is another. Travel professionals in Asia are finding it difficult to bridge the technology and strategizing gaps. They have started to look for Digital Travel Summit APAC, which is an annual gathering of verticals in marketing, eCommerce, and customer experience to engage in high-quality discussions.
Digital Travel Summit APAC is now in its fifth year. It will bring together top minds from Asia’s most successful airlines and hotels, OTAs, and meta-search platforms.
High-level peer-to-peer discussions will be possible throughout the summit due to the variety of travel verticals and strong profiles from the delegates. This year, the summit is expected to attract more than 700 professionals in travel.
As 2020’s main focus, perfecting travel personalization will be the central theme. The key to success for travel companies in the next decade will be digital technology.
This summit agenda reflects this importance, with day one devoted to personalization at scale. Day two will be devoted to the future of customer experience (CX) and day three to the future. Pre-day technology evaluations will be held, just like in previous years, for brands to compare their technologies with others and to meet the next generation of travel technologies and their suppliers.
Digital Travel Summit APAC 2020 attendees have much to learn from the high-quality discussions and practical insights that are expected at the summit. Speakers from top brands such as Shangri-La and Grab will be presenting. This ensures that audiences not only get to learn from the best in their respective categories but also have the opportunity to exchange information from relevant case studies. All this, while staying in one location.
New sub-categories will be added to the speaker panel in 2020, including a panel that focuses on Tourism Boards. These organizations are often the key drivers of increasing demand for travel services in a particular location.
Spain, Japan, and New Zealand are among the tourism boards that have joined the board to share their success stories. They are all speaking at this summit for the very first time.
The summit is well-respected for its interactive and engaging format. However, the organizers continue to look for ways to make it more profitable for attendees. Two new tracks were created to cater to those who are looking for specific discussions in a particular area.
Country clinic sessions are devoted to increasing lucrative markets like India and Indonesia. “How to” roundtable sessions allow attendees to form small groups to discuss a series of travel issues.