5 Analytics Strategies for Travel and Hospitality Industry

By Apac CIO Outlook | Thursday, September 03, 2020

There are numerous tools in analytics platform that can help organizations understand user behavior, flag changes in website behavior, and identify search terms that bring customers to their website.

Fremont, CA: The ongoing health crisis has driven business and leisure travelers to postpone or cancel travel plans, deeply impacting the travel and hospitality sector. However, certain approaches can be taken to address the concerns and help navigate during the pandemic:

Here are five analytics strategies fortravel and hospitality can be implemented:

Visualize the Impact on Business

By creating dashboards that integrate data from the marketing platforms, CRM, analytics platforms, and other data sources, it can provide real-time insights to the leadership team. These insights can enable organizations to be efficient and effective, allowing the key-metrics from different systems available to decision-makers.

Refine Messaging with A/B Tests

Google optimize can test the types of content and messaging that may relate to travelers like refund policies, discounts, or rebooking options. Testing can quantitatively measure what content is related to the website users to provide valuable results to the organization. These insights enhance content on digital channels and notify marketing messages and tactics.

Understand Customers’ Concerns

Many accessible tools can help collect qualitative feedback on how customers feel or what would solve their issues. One quick and effective way to gather the information, examine, and take action is to initiate a survey on the businesses’ website.

Develop a Group View of Customers

With the help of customer lifetime value and data science enabled analysis, advertisers can better understand their customers, such as who will probably respond to an offer, buy online, or is most profitable. Analyze the behavior of the group and look for trends and message them with relevant information.

Create Audience Strategies for Users with Different Website Journeys

Organizations need to understand the content consumers are interested in and create relevant audiences that can be used to re-message them. Users who want information about refund policy would not want to see an advertisement of the latest offer but would appreciate some form of information. This can create opportunities to build customer service to create customer loyalty.