The State of Personalization in Travel and Hospitality – 2018

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  • Sponsored by The Relevancy Group

    Written by David Daniels with Nicholas Einstein Email Marketing, Everychannel Marketing, Travel and Hospitality, Personalization, AI/ML, Individualization

    About: Published on 11/12/18, The Relevancy Group analyzes the state of personalization in the travel and hospitality industry. This research investigates the 2018 personalization aspirations, budgets, and tactics of travel and hospitality marketers. Additionally, we review what they look for in a personalization vendor and what is most important in their selection process.

    Key Questions:

    How are travel and hospitality marketers embracing personalization?
    What are these marketers spending on personalization technologies and what is the outlook for 2019?
    What email personalization tactics are travel and hospitality marketers embracing and what opportunities are they missing?

    Report Excerpt:
    Key Findings
    Just 50 percent of travel and hospitality marketers regularly optimize email marketing content by utilizing some type of personalization or dynamic content to display different content assets to different subscribers, according to our research. Travel and hospitality marketers are embracing real-time data in their personalization efforts. Many are using also using display and social targeting/re-targeting and personalization for email responders and non-responders. Travel and hospitality marketers on average are budgeting $835,000 for personalization technologies in 2018, which is approximately $100,000 less than the average of their peers across other industries. Fifty percent of travel and hospitality marketers state that the ability to test human-curated recommendations against machine learning and AI-based output is extremely important in their selection of personalization and recommendation technologies.

    The Research: 7 pages, 5 graphics, 1,903 words. Part of our Research Subscriber Series, Subscribe and Save | TRGSS1918

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