Hyper-personalisation vs. personalisation
Personalisation is a powerful tool that can significantly enhance communication in the travel industry. It shapes customer experience strategies by enabling travel brands to connect with passengers on a more individual level.
Hyper-personalisation goes beyond simply knowing a passenger's name, understanding their preferences, behaviours, and context at a given moment. It elevates the interaction with the customer by leveraging dynamic data and real-time insights to deliver highly relevant and contextual experiences.
By understanding the differences, travel brands can create deeper connections with their passengers by delivering experiences that really resonate with them.
By 2025, customer experience will overtake price and product as the key brand differentiator.
Source: Walkerinfo
Differentiating basic personalisation and hyper-personalisation
At its core, personalisation involves tailoring communications and experiences to individual preferences and needs. Basic personalisation typically uses static data points such as a passenger's name or frequent flyer status to address them on a more personal level than a generic communication.
While this level of personalisation can improve customer engagement, it’s not enough to deliver truly impactful experiences that make a customer feel that they’re being treated as an individual. By analysing data on past interactions, browsing history, and even current location, travel brands can tailor communication and offerings with precision, ensuring maximum relevance and impact.
"Unlocking the true potential of the passenger experience lies in our ability to harness the power of customer data and leverage cutting-edge automation technology. Through hyper-personalisation, we can transform travel into a tailored journey that not only meets but exceeds passenger expectations. It's not just about getting from A to B; it's about creating memorable, seamless, and uniquely individual experiences that leave a lasting impression."
Nicholas key, CEO, 15below
Utilising data across different channels
Data plays a central role in enabling both basic personalisation and hyper-personalisation and we know context and timing are also important when delivering a thorough communication strategy, but all of this focuses on content.
For delivery, we have to think about channels and how we can ensure that the message is received.
From email and SMS to mobile apps and social media, travel brands have a wide selection of channels through which they can engage with passengers. By integrating data from the range of sources available, brands can create cohesive and personalised experiences that span multiple touchpoints and channels.
By understanding the stage each passenger is at in their journey, travel brands can tailor the delivery of information through the most effective channels. For instance, during the high-stress of an act of disruption, a passenger is unlikely to check their emails, but may be more receptive to receiving real-time updates via WhatsApp, push-to-app, or SMS.
In contrast, a communication like a booking confirmation should be sent via email due to the volume of information contained within it, and for easy access in the future.
Over two thirds of customers want a personalised and consistent customer experience across multiple channels, both physical and digital. However, few organisations are following through on it.
The importance of context and timing
One main distinction between basic personalisation and hyper-personalisation is in the importance of context and timing. Hyper-personalisation recognises that delivering the right message, to the right person, at the right time, is essential for driving engagement and satisfaction. By leveraging real-time data, travel brands can deliver timely and contextually relevant information.
Relevant communications
Consider a passenger who has just landed at their destination airport after a long flight.
As they exit the aircraft and head towards baggage claim, they receive a notification on their smartphone from the airline.
The notification welcomes them to their destination city and provides them with useful information such as directions to the baggage claim area, nearby transportation options, and recommendations for local attractions or dining spots.
This timely and contextually relevant communication not only assists the passenger in navigating through the airport but also enhances their overall travel experience by offering insights and assistance exactly when they need it.
of people say they will become repeat buyers after a successful personalised experience with a brand. If done wrong though, it can have an extremely negative impact on brand reputation and the relationship with the customer. Adding context and timing triggers to messaging can be really impactful.
Source: Segment
of people say they get annoyed when they get push notifications or text messages for promotions they aren't interested in.
Source: Segment
Real-world examples
These real-world examples help to illustrate the difference between basic personalisation and hyper-personalisation in passenger communication.
Basic
personalisation
A generic pre-departure email is sent to Joe Bloggs, someone traveling on holiday as a family of four with small children.
While this approach demonstrates a level of personalisation by using the passenger's name, the email lacks relevance and fails to consider the passenger's specific travel preferences traveling with a family.
Hyper
personalisation
This revised example shows how operational communications can be personalised to cater to specific traveler needs, in this case, families with young children.
It provides relevant information, offers helpful tips, and highlights amenities that cater to their specific travel group.
By delivering highly relevant and contextualised content, the airline enhances the passenger experience and increases the likelihood of engagement and conversion. Leveraging the available data and integrating it effectively, achieving this level of personalisation becomes much more achievable for travel brands.
