• Skip to main content
  • Skip to secondary menu
  • Skip to footer

Travel Magazine

Top Travel Destinations in Pictures

  • Travel Advertising
  • Make a Contribution
  • Contact

Travel Brands Lag in Data and AI Use for Marketing, But Plan Major Upgrades Next Year

November 16, 2019 By Travel Magazine Tagged With: travel brands, travel marketing, traveler intelligence

ADARA, the world’s travel data co-op and leading provider of traveler intelligence, in partnership with Skift, today announced new research detailing travel marketer use of advanced marketing tactics for personalization entitled “Getting to Peak Personalization.” The study, which included responses from close to 500 US-based travel marketers, finds that few travel brands have employed the most advanced tactics such as AI-driven prediction and dynamic use of data across channels, but that many plan to do so in the next year.

Advanced data and AI-driven marketing is a major initiative for travel brands, and this research provides detailed insights into what is being used now, and where brands plan to invest in the near term. The research also gives travel marketers a roadmap for how to invest successfully across the key pillars of advanced marketing to deliver consistent, compelling customer experiences across channels.

ADARA and Skift found that, despite the industry focus on new advanced marketing capabilities, few marketers have implemented these upgrades, but many plan to do more in the future:

Fewer than one in ten travel marketers surveyed (9%) use AI extensively for personalization.
Less than one third (31%) of brands currently use derived data at an individual level, but this was the most popular type of data planned to be used next year.
Only one third of travel marketers (33%) use dynamic segmentation, with 42% planning to do so next year.
Less than half of travel marketers, 47%, have some level of multichannel orchestration currently in place, yet only 21% plan to prioritize mobile personalization, indicating that there is still a long way to go.

The research organizes advanced marketing into three pillars, Data & Analytics, Activation & Improvement, and Pervasiveness. For an advanced marketing program to succeed marketers must execute on a strategy that combines data and activation across channels. In this way, travel marketing processes adapt and improve over time, delivering more insights, and orchestrating the customer experience more seamlessly.

“Peak personalization is a goal all travel marketers have in their sights, with many planning major advancements in the next year,” said Carolyn Corda, CMO at ADARA. “This research shows just how large a task it is to create a truly advanced marketing operation. The good news is that each step of the journey provides incremental benefits as richer data and new analytic capabilities are tested and scaled. The three pillars we detail in our research, namely, Data & Analytics, Activation & Improvement, and Pervasiveness, provide a framework that unleashes the highest possible value from marketing technology investments to deliver compelling personalization.”

About ADARA

ADARA. Know What Travelers Need Next.
Built on the world’s richest travel data co-op, ADARA delivers critical intelligence to activate personalization and relevance throughout the customer journey for sustainable growth. Clients get a value-based understanding of their relationship with their customers through travel patterns, trends and behavior from close to one billion monthly unique traveler profiles across more than 200 of the world’s top travel brands. ADARA’s offerings span the three core pillars – Learn, Act, Measure & Modify – to drive measurable outcomes at the customer level. https://www.adara.com

Filed Under: Travel Guide Tagged With: travel brands, travel marketing, traveler intelligence

Footer

Recent Posts

  • THE ROYAL SONESTA BRAND IS NOW AVAILABLE FOR FRANCHISING
  • What Labor Day Travel Data Tells Us About the State of Travel
  • Travel is a mess all over the world
  • World’s most livable cities
  • Hop On Hop Off Bus Tours Announces Athens Tour Routes
  • Hop On Hop Off Bus Tours Offers Tours of London Landmarks
  • Why do people love cruises?
  • Spain experiencing a heat wave
  • What was it like to be on a cruise ship as Covid-19 was all the rage?
  • Summer is Here: The Raft of the Medusa

Travel Market

IBM Consumer Study Points to Potential Recovery of Retail and Travel Industries, as Consumers Receive the COVID-19 Vaccine
Supersonic flights are set to return – here’s how they can succeed where Concorde failed
Model of Jerusalem, with the Herod’s Temple in foreground, during the Second Temple period (circa first century CE), Israel Museum, Jerusalem
TravelPerk partners with Divvy to bring best in class travel and expense experience to U.S. business travelers
The future of cruises is smaller and more purpose-driven
Yanolja, South Korea’s leading travel and leisure platform, has completed a USD 1.7 billion investment round by SoftBank
Skymark Airlines Announces Intent to Acquire Boeing 737 MAX Airplanes
US Travelers Confident to Return to Skies and Business Travel Poised for Fall Comeback, Reveals Cirium Survey
EasyJet rejects an unsolicited takeover approach Wizz Air
Demand for travel is sky high

Media Partners

  • Travel Marketing
  • Virtual Travel Guide
Why do young people prefer to travel abroad?
Tripadvisor’s Year in Review: Unpacking all the good in 2022
10 Things to Do Before Leaving for Vacation
Trip.com shows how transatlantic travel has taken off
Leidos Deploys New Terminal Flight Management Capability at Cleveland Hopkins International Airport
Hotel Meliá Madrid Princesa, Madrid, Spain
ResortPass Raises $26 Million Series B for Hotel Amenity Access
Meet the Hotel Industry’s Most Influential People at INSPIRE22
What is the concept of French bistro?
SEABOURN CELEBRATES SEABOURN VENTURE’S MAIDEN VOYAGE TO ANTARCTICA AND NAMING OF ITS FIRST PURPOSE-BUILT EXPEDITION SHIP
What kind of ship would you choose to travel?
Labyrinth pavement at Chartres Cathedral, France
Saint-Émilion, France
At the start of the year Rzeszow was the 15th-biggest city in Poland
Marriott Bonvoy Encourages Travelers to Switch into Vacation Mode with New Summer Openings Worth Logging Off For
Photo of the Day: Angers, France
The cost of renting a London home on Airbnb has jumped on tourist demand
Five Top Tips for Safe Travel This Summer From International SOS
The Dyrt Announces the 2022 Best Places To Camp: Top 10 in the U.S.
Restaurant MOTA in Nykøbing Sjælland

Copyright © 2013 TravelMagazine.org

We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies.
Do not sell my personal information.
Cookie SettingsAccept
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
CookieDurationDescription
cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytics
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
Others
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
SAVE & ACCEPT