COMMENT: The path to personalisation
Contributors are not employed, compensated or governed by TD, opinions and statements are from the contributor directly
Personalisation has become more than just a buzzword that’s bandied around within the travel and hospitality industry, there is no more one-size-fits-all.
Businesses are fast realising the power of personalising their product or service when it comes to converting sales or maintaining loyalty and we have seen a significant growth in specific interest in this area at Travel Technology Europe (TTE).
In general terms, personalisation allows companies to adapt their business activity to take account of the individual characteristics of current and potential customers. In practice this involves collecting data about profession, buying habits, location, tastes, activities and much more. This knowledge of personal profiles and what drives decision-making, means that companies can more accurately target their offerings from the time of day to serve up content to the theme.
This can feel like a big undertaking for some businesses, but adjusting and targeting messaging can massively increase sales conversion rates. Personalising the product or service to the taste, lifestyle and communication preferences of the consumer will increase sales. It also means that a company can continuously amend and evolve its approach to offer customers what they want and when.
At TTE visitors can learn not only how personalisation can help to target offerings but how to use it to increase conversion rates. Attendees will discover the power of advanced personalisation, content optimisation and segmentation and how it positively impacts online KPIs and customer experience. With a raft of specialist suppliers exhibiting at the show and dedicated conference sessions from experts, visitors will see how industry leaders have put personalisation into practice and pick up top tips and best practices for getting started this year.
The TTE conference programme will feature a range of sessions on this hot topic such as:
- What is digital personalisation in travel and why should I care? – a panel hosted by Chris Nash, business optimisation consultant for Sitecore and featuring Paul Stephen, CEO at Sagittarius and Dan Fox, MD at SkiWeekends.com
- Content as a technology: automated decision making for localised, personalised content – a session by Kevin Ashbridge Ph.D, account director at SDL which will focus on creating the personalised, relevant content targeted at Millennials and utilise case studies to demonstrate how content creation can be automated, with key cost-saving decisions available at every step
- Discover new innovative products at TTE’s Launchpad Awards where tech start-up companies will be presenting their business ideas and help buyers source the very latest in industry innovation including specialists in intelligent personalisation
Find out how you can use personalisation to help you design your products and services and much more at Travel Technology Europe, which takes place on 24 and 25 February 2016 at the Olympia Exhibition Centre in London. To find out more and to register for the show please visit:www.traveltechnologyeurope.com.
Comments are closed.