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BizReport : Ecommerce : June 28, 2016

Poor advertising among travel brands hinders data collection

Personalization is key to providing great customer engagement and experience, but new research from data specialists Boxever reveals the travel industry is falling short.

by Helen Leggatt

A survey of 500 consumers by Boxever reveals that most people (72%) believe Google has a good handle on their preferences, interests and habits. However, just 42% believe the same of travel brands.

While 49% of people surveyed said retailers use their personal data to good effect, which in turn improves the customer experience, just 27% felt the same about travel brands.

According to Boxever, "companies walk a tightrope in balancing the desire of consumers to have brands to know them better against their hesitancy to hand over personal information". Their research reveals that more than half do not want to hand over personal information to brands.

Boxever puts the reticence of consumers to hand over personal data as a result of poor advertising. With nearly three-quarters (72%) of people seeing the same ads time and time again - at least five to 10 times per week - and even seeing ads for products they have already purchased, it is easy to see why. Why should people give brands more data if they can't see it being used to provide more relevant content?

"Travelers aren't yet seeing the value of a truly personalized travel experience, likely because most companies haven't invested fully in it," said Dave O'Flanagan, co-founder and CEO of Boxever. "The inability of travel providers and other companies to earn the trust of consumers is a huge roadblock to winning customers and building brand loyalty."

Tags: customer experience, personalization, retail, travel

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