What 10 Travel Brand CEOs Said About Personalization in 2015
Photo Credit: Tourists visiting Park Guell in Barcelona, Spain. Flickr / Karan Jain
Skift Take
Here are ten quotes from CEOs of the world's largest and most successful hotels, booking sites, airlines and destination marketing organizations on what personalization meant to them this year, how they're working to improve on this front and what their plans are to get even more personal in the years ahead.
Most travel brands saw their industry with tunnel vision this year through the ambient 'authentic,' 'millennials' and 'personalization' catch phrases as marketing campaigns rolled out, flights and hotels were at capacity and some destinations welcomed a record number of visitors.
Most came as close to perfecting their millennial marketing as they'll likely get and several brands ceded considerable control to locals to help fill travelers' demand for authenticity. But many brands continued to underperform with personalization, however, despite introducing products aimed at developing deeper relationships with travelers while getting served news that their customers feel they don't know them like they should.
Skift talked to dozens of travel CEOs in 2015, from some of the world's largest booking sites to the biggest hotel players to destination marketing organizations rewriting the playbook for how to get visitors to their cities sooner and feel more comfortable doing so.
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