Best practices and tips
Here we’ve provided actionable insights and practical guidance so that travel companies can use data effectively to deliver hyper-personalised messaging in their passenger communications.
Expanding customer databases
- Capture comprehensive data: Move beyond basic demographics to understand your passengers on a deeper level. This includes capturing travel preferences (preferred destinations, amenities, seating choices), past interactions (booking history, special requests, feedback from surveys), and behavioural data (website browsing activity, app usage). A comprehensive understanding of your passengers empowers you to deliver highly relevant and personalised experiences.
- Expand data collection: Collect data from various touch points throughout the passenger journey, including website interactions (browsing behaviour, abandoned carts), mobile apps (search history, in-app activity), social media (public profiles with consent), and direct communication channels (feedback surveys, email preferences). This multi-channel approach ensures a 360-degree view of each passenger.
- Incentivise data sharing and opt-ins: Encourage passengers to share more information and opt-in to data collection initiatives by offering attractive incentives. This can include personalised discounts, loyalty program points, or exclusive offers for early check-in or priority boarding. Make sure the incentives are relevant to the data being collected.
Strategies for effective personalisation and hyper-personalisation
- Integrate your data: While separate systems manage different aspects of the travel journey, a unified passenger profile is key for personalisation. Data integration breaks down silos, creating a complete picture of each passenger. This empowers travel brands to deliver targeted communications, proactive customer service (informed by past preferences), and a seamless travel experience. Working with integration experts ensures this complex process runs smoothly, allowing for hyper-personalised updates throughout the journey – even during disruptions – keeping passengers informed and empowered.
- Segmentation and targeting: Utilise data insights to segment passengers into distinct groups based on preferences, behaviours, and demographics. Tailor communication and offerings to each segment to maximise relevance and engagement.
- Contextualised messaging: Consider the context and timing of communication to deliver messages that resonate with passengers. Use real-time data to send timely and relevant notifications, offers, and updates.
Actionable steps for effective data usage
- Ensure data security and compliance: Prioritise data security and compliance with relevant regulations, such as GDPR and CCPA. Implement robust data protection measures and obtain consent for data usage where required.
- Ethical considerations: Maintain transparency and respect passengers' privacy rights when collecting and using their data. Be transparent about data usage practices and offer opt-in/opt-out mechanisms for data sharing.
