The tourism industry has always focused on two aspects in particular: having sales channels covered and having a large amount of product to offer. To attain these two goals, a lot of money has been invested into infrastructure and also into integrations with new providers. Although these approaches are correct, something very important has always been neglected: the preferences of end users.
We know very well what each customer buys, but we don’t know their preferences, changes and which requests fail to result in sales or conversion. This information is very valuable for enhancing the business, optimising the product and responding on time to maximise profits.
In order to tackle the new situation in the world of tourism, the industry has to adopt this new approach. The goal of the entire industry is for the final customer to have a good experience throughout the process. This begins when a hotel room is searched and the booking is made, and ends when the customer arrives back home.
The tourism industry needs to know data
Price is one of the characteristics to which an end user attaches more importance, but not the only one. Many users look at other aspects, such as room features, services offered or the experience of other users on social media or review sites. To secure bookings, hotels need a good digital reputation, a good price and a good quality of service.
For a tourist distributor, knowing the final customer is very complicated, but what we can find out is the information provided by customers through data analysis. This gives us vital information about preferred destinations, dates, types of accommodation, what they buy and what they don’t. In this way, and thanks to the analytics applied, bed banks can adapt their approaches, create various customer segments and provide targeted and interesting products for these segments. This leads to a greater possibility of sale, increasing the conversion ratio and minimising the infrastructure.
We’ll tell you all about this and other changes expected in the future of tourism distributors in our ebook: “How to become a Smart Travel Distributor: The Future of Business Travel” Download here