The business of travel is huge. The travel and tourism industry accounts for one in ten of the planet’s jobs and contributes over 10% of global GDP. So how can you ensure you’re staying front of mind?
The key, with so much to play for and so much market competition, lies in enhancing the customer experience, or as Mapp likes to call it – the ultimate digital experience.
The modern traveller undertakes a huge amount of research before their bags are even packed. From Instagram hashtags to review sites via multiple booking/comparison portals, people are inundated with choices like never before.
According to Expedia, the average travel planner visits a minimum of 38 sites before booking a trip with the most queries made in the final days before travel.
This user behaviour can be quite difficult to map with search often attributed as the key influencer in a traveller’s path to purchase. This makes marketers’ jobs more and more complex as they try and understand how best to reach their audiences in a meaningful manner in this new multi-touchpoint digital world.
So what are the other challenges that stop travel retailers from offering the ultimate digital experience?
Challenge 1: Too complex, expensive and time consuming
50% of companies cite technology integration as a barrier to creating the ultimate digital experience. This is an extraordinary number and puts into sharp perspective the number of brands losing out because they believe the solution to be expensive, complicated or time-consuming. This doesn’t have to be the case.
Online solutions, such as Mapp Cloud, are no longer hampered by legacy-integration issues and offer everyone, from the IT expert to the digital native the ability to collect and understand customer experience data.
Challenge 2: Can’t prove value or justify business case
Providing ROI has long been the biggest marketing challenge with over half of all B2C marketers reporting it as a top concern. How do you prove that the solution you are implementing is providing bang for the company’s buck?
Going digital allows you to define your objectives and measure your goals with much more precision than ever before.
Challenge 3: Siloed and disintegrated technologies
Just as brands learn that data management platforms are not only easy to integrate with existing IT systems but also the most effective way of providing ROI to the c-suite, another challenge appears – the required alignment of various in-house functions, namely sales and marketing.
In fact, it’s time that all business functions started working together to collect the disintegrated and siloed data and help provide a 360° view of customers across multiple channels and systems.
Challenge 4: Don’t have the right ecosystem or partnerships
Be it in-house functions or disparate IT systems, working together is a common theme.
To ensure that partnerships work, marketers should evaluate their existing technology partners to identify any unexplored capabilities. The emphasis should always be on creating the perfect eco-system of success.
Challenge 5: Can’t identify customers
If you want to provide your customers with the ultimate digital experience then building an accurate profile of them should be your first step. Understanding who they are and what their challenges and needs are is integral to giving them what they want.
The forthcoming GDPR implementation changes the way in which brands can collect, handle and process data. This is a challenge but one which with careful planning you can turn to your advantage [https://mapp.com/blog/using-gdpr-to-build-brand-trust/].
Mapp Cloud showcases our commitment to providing marketers with the tools they need to create the ultimate digital experience. For more information on how to do this, download our latest eBook.
Or contact us now if you’d like to find out how our team can help.