Travel and leisure marketers appear the most confident with their adoption of data-driven marketing but on the whole, how advanced are they with the use of it in marketing today?
There has been a huge shift in the travel and leisure industry. Customers are no longer making decisions based on the cheapest flight or holiday – but looking for key factors such as brand loyalty, a wealth of choice and excellent service. This means brands need to do much more to keep customers coming back.
While most travel and leisure marketers recognise the immense value of data, with 93% saying data management is a priority for their organisation, our recent research also shows that most travel and leisure organisations have barely scratched the surface of what’s possible. With only 5% saying they apply full-cross channel personalisation and only one in 10 marketers using advanced attribution techniques, there are clear opportunities for marketers to get ahead of competition.
Transforming data into value and turning insight into action isn’t straightforward. Most travel and leisure companies are challenged with a data skills gap, with 48% of marketers saying this is the top challenge to improving data management. But overcoming these challenges is well worth it.
Marketers that transform data into value will open up exciting opportunities to better serve customers and measure return on investment.
Click here to view the travel and leisure research report for more insight as well as eight top tips to improve your data-driven marketing.
To see how travel and leisure compare to other sectors, take a look at the full research report.