Is personalisation a threat to managed travel, or a benefit that’s being delivered too slowly? Both, it seems…Rob Gill reports.
The potential impact of personalisation and the use of data on the managed business travel industry has been much debated in recent years, but when will it really start to bear fruit? And will it mark the start of a bright new dawn in the way companies operate their travel policies and programmes?
We have all seen how data is being increasingly used by companies to target us as consumers – search for one product or company online, and then a short time later you will probably see its adverts popping up on a completely unrelated site. Similarly, supermarket loyalty cards are using data about our shopping habits to bombard us with personalised offers.
While personalisation is permeating into our everyday lives, there are only a few signs of it taking root within corporate travel. In fact, several buyers have criticised the failure of suppliers to keep up with up with these consumer technologies, particularly with products such as self-booking tools (SBTs). One buyer even decried the technology of some travel management companies (TMCs) for “still using green screens”. Read more…
- A threat or a benefit: personalised business travel?