How can the travel industry build the store of knowledge necessary to deliver the next generation experience? Individual hotel chains or airlines know a lot about their frequent customers, but their view of the traveller more generally is often restricted to those parts of the trip they have provided. A hotel might provide a guest with a soft mattress based on a request during a previous stay, but not know he complained of a backache during the flight in.
Two overlapping clouds of data enable our travel plans: Passenger Name Records and payment data. It’s a vital rule of digital identity that users must support the way in which their data are used for it to be sustainable. Privacy and security concerns are significant – most notably amongst older age groups – and addressing these is a prerequisite. If users wish it there are opportunities for payments to carry memories, to enable travel providers to be better informed about travellers’ wants and needs.
Amadeus’ recent report sees additional information accompanying payment data as offering travel providers the potential to go beyond proprietary Customer Relationship Management systems in tailoring the customer experience. To do this, of course, requires collaboration. And that suggests using community IT solutions.
Such richer access to travel data will enable more intelligent recommendations to travellers – which will be covered in the next post.
For more information on trends relating to travel and payments, see Amadeus’ report on transformative travel.