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Airlines

Video: Why Travelers Don't Trust Airlines on Personalization

Brian Sumers

Photo Credit: At the Skift Tech Forum in June, Decius Valmorbida, president of travel channels for Amadeus, said consumers are not so interested in personalization. But airlines still consider it the, "holy grail." Skift

Skift Take

Some sophisticated travelers like it when airlines embrace sophisticated personalization strategies, particularly when it means an airline will make a reasonably priced offer for something the customer values, such as an upgrade or a change to an earlier flight. But more casual travelers might find it intrusive. Regardless, personalization likely is here to stay.

Airline executives love to dwell on the revenue-producing potential of personalization — delivering the right offer to individual customers at the best time — but the concept is not so important to consumers, who fear an airline knowing too much about them, an Amadeus executive said recently at Skift Tech Forum in Silicon Valley. "Usually, when we are talking about travelers, personalization wouldn't be the word that comes in their mind first," said Decius

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