Loading

The Adobe Experience Cloud for Travel & Hospitality

The Travel Industry Is Creating Experiences That Are Timeless.

Travel and Hospitality is transforming as the world shrinks.

Consumers expect real-time, frictionless experiences in every single brand engagement—both online and off. The travel industry is no exception to this rule. Combine that with a landscape where new competitors are vying for the travel customer’s wallet, and it’s easy to see that the industry has reached a point of inflection.

Overall what the Travel & Hospitality industry is focused on

  • Growing Client Base
  • Deepen Customer Relationships
  • Create consistent, high-quality customer experiences

What is disrupting the industry?

Travel Industry Focuses on Customer Acquisition and Experiences As Disruption Brings More Competition.

  • Millennials/Gen Z travelers are changing consumer demands and expectations as they gain influence and expect personalization, despite being different travelers on different trips (ie. Business vs family vs pleasure).
  • Travel Model disruption is driving an increase in competition. Airlines and hoteliers are consolidating and expanding their reach in the marketplace as they try to compete with the economy sharing brands that are offering localized experiences. Brands across the ecosystem are adding the end experience of tours and attractions to better personalize the experience.
  • The In-Trip experience requires mobile, digital, & physical channel alignment. Travel brands must focus on mobile in order to be able to make their experiences as smooth as possible. Experiences are the differentiator in travel.
  • Data integration issues and organizational resource gaps. No brand owns the entire travel journey, or the associated data. Travel brands are struggling to integrate data and bring contextual information to the forefront to be actionable.

What is the industry doing about it?

Personalized Experiences Throughout The Journey Are The Differentiator

Artificial intelligence, experiential marketing, mobile and geolocation, and dynamic personalization are some of the main tactics travel brands are embracing to better engage customers and get ahead of the competition.

Dynamic Personalization – travel brands are transforming by focusing on the customer. They are looking to personalize their journeys and provide relevant content across any channel. Brands are looking to contextually change and transform communication to travelers based on where they are, what types of activities they’ve done, or whether they are traveling alone or with family.

Delivering on Localized Experiences – The emphasis is shifting to experiences as a differentiator. Travel brands are looking to break through the noise of over-stimulation through human-like experiences that connect. Brands that are using AI and ML are able to provide personalization at scale.

Mobile as the Standard – Frictionless travel search, bookings, and experiences include platforms for on-the-go travelers. Travel companies are leveraging mobile to make their experiences as smooth as possible, with services such as mobile check-in, location-based offerings, mobile payments, and mobile ordering at airports or on-property. Adding a layer of geolocation to your mobile efforts can take marketing to a whole new level by providing insight that enables brands to provide more customized and relevant experiences.

Conversational Convenience – Travel brands are using chatbots and virtual assistants to scale and personalize convenience.

Loyalty at Scale – With customer acquisition heating up, loyalty will be a key opportunity to differentiate. Building loyalty comes from consistently delivering great experiences.

Travel Industry momentum is hindered by data integration issues, resource gaps/silos and an overall lack of progression on mobile to enable a seamless travel journey.

  • Disparate data sources generate fragmented guest views - Disconnected data source makes a unified view of the customer and reporting difficult. Many brands struggle to bring contextual information to the forefront to be actionable.
  • Lengthy content creation and management processes result in inconsistent or duplicated assets - High demand to create more relevant content for personalization countered with lengthy and complex creation processes and silo'ed systems for managing and delivering content.
  • Lack of channel coordination creates friction across the travel journey - Limited coordination between teams and inability to provide dynamic experiences.
  • Lack of real-time insight prevents coordinated experiences - No unified reporting and segment creation limits the ability to coordinate marketing interactions and deliver the next best action.

What should travel companies do?

Create Experiences That Are Timeless.

Today’s requirements for capturing loyalty center around convenient, personalized experiences that seamlessly cross devices and channels, online and offline. Successful travel brands will embrace design-driven transformation that centers around the customer experience.

They will leverage data and integrate technology to create memorable content and frictionless service at scale; capturing the hearts and minds across, mobile, email, digital screens, in-room/in-flight/in-cruise and with the employee who operates as a concierge to a new experience. Legacy tools will be replaced with integrated systems that use artificial intelligence to automate repeatable marketing tasks and leave more time developing experiences that are timeless.

Use these to start conversations and find out more about your client's business issues
  1. Are you concerned about the expansion of travel offerings by digital first companies and shrinking market share?
  2. Are you losing Travelers faster than you are gaining new ones?
  3. Has overall revenue declined due to high distribution costs to an OTA?
  4. Is your drop in conversion rate sustainable for the 75% of Consumers who use Mobile to plan travel?
  5. Have teams prepared to deliver on Millennial and Gen Z expectations around travel experiences?
  6. Do you personalize to the 60-80% of Travelers that are seeking unique experiences?
  7. Do your teams waste time and resources to deliver marketing campaigns and programs?
  8. What is the impact (resource costs) to loyalty and retention due to fragmented systems?

In travel and hospitality, Adobe helps you retain guests beyond the first visit by bringing together scattered data to find ways to improve experiences and personalize content on any screen. When you upgrade the experience for your guests, you create moments that become memories – and suddenly, the experience is timeless.

For additional use cases and customer examples, visit Travel & Hospitality on Adobe.com

For additional details or questions about Travel & Hospitality, contact Julie Hoffmann (julie@adobe.com)

View other industry solutions

Financial Services | Government | Healthcare | High tech | Media & Entertainment Travel & Hospitality | Retail