Are travel sites ripe for personalization?

Most people plan and book their travel online these days.

Last year, consumers booked nearly half of all U.S. travel online, and the online travel market is growing faster than the offline market, according to industry researcher Phocuswright.

Research firm eMarketer predicts that global digital travel sales will increase from $548 billion in 2016 to $855 billion by 2021.

Phocuswright's Mark Blutstein headshot
Mark Blutstein (Courtesy of Phocuswright)

It’s not all smooth sailing though. A new report from Phocuswright notes that consumers often complain that online travel shopping takes too long and they have to search too many different websites.

Phocuswright analyst Mark Blutstein notes that other websites — from e-tailers to Netflix —  have personalized and streamlined the process. These sites offer customers suggestions, such as movies or clothing they might like, based on current site activity, what’s in their cart and past searches or purchases. Why can’t travel sites?

Half of U.S. online travelers say they’d rather see fewer choices based on their interests than spend hours searching for the perfect option, according to Phocuswright.

The flip side of personalization, Blutstein reminds us, is that you have to share your personal data.

Many consumers are on high alert about data privacy these days. Social network Facebook recently garnered a lot of attention about the way it collects and stores users’ information following news that Cambridge Analytica, a company with links to President Donald Trump’s campaign, accessed the personal data of tens of millions of Facebook users to target them for political campaigns.

Travelers may be different — at least when it comes to some general information. Roughly half of travelers say they’re comfortable sharing their past or current travel brands and destinations with online travel sites if it helps provide a more personalized experience, according to Phocuswright.

 

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