How Travel and Hospitality Business’s Upgrade Experiences into Timeless Memories
March 30, 2018
The travel and hospitality business is unlike any other. You’re in the business of selling memories. Historically, your biggest challenge was the expiration date on every piece of inventory. It’s that time sensitivity that has defined everything you do, whether selling time on a beach resort, on a cross-country flight, or at the latest foodie hot spot. Always looming is the fear that what isn’t sold is gone forever.
And now today’s travelers and guests expect even more than just a booking. They’re looking for every part of the experience to exemplify smooth sailing. They want airlines, hotels, cruise lines, and restaurants to promise unforgettable memories, but also provide comfort, value, and convenience. They want a travel and hospitality business that’s part concierge and part sherpa to guide them through everything. But they’re not just expecting it from your business, they’re expecting it from every business, so you need to give them the timeless memories they’re seeking to gain their lasting loyalty.
To give your customers what they want, you need to understand every detail about them. But bringing together siloed data among internal teams, legacy systems, and second and third parties can be difficult. With the right solution, you can take scattered fragments of data from demographics to website history to purchase patterns and form a holistic view. And since those who travel for leisure generally start planning far in advance, identifying your audience early on can be a boon—allowing you to further personalize experiences and offers to create better experiences.
Personalization, though, is only a start, because today’s travelers and guests expect around-the-clock, anywhere access to your brand. When you book a flight for a customer, they expect to check in anytime, receive flight status updates, choose their seats, and select their meals. By building a strong digital foundation, you’re primed to create experiences on any channel that you can coordinate to deliver consistent, continuous experiences across all digital devices, online and off.
And it doesn’t end with a single purchase. To retain customers, travel and hospitality businesses must be one step ahead in the entire customer journey to anticipate customer needs. Using analytics and testing, you can home in on the content and offers that will create the memories that lead to loyalty.
All this helps you move beyond selling time to become a better experience business. One that’s a concierge and can transform perishable moments of time into unforgettable, life-changing memories—into experiences that are timeless.
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