Personalization in travel: Privacy, transparency and the reality of the consumer landscape
One of the themes at this year’s PhoCusWright conference in Hollywood, Florida, was the role of personalization in travel. Especially as technologies increase in sophistication, effortless personalization – or tailored offers customized according to previous behavior without direct input from travelers – is already happening across the board.
In this era of Big Data, inexpensive storage and easily deployed technologies, there are many concerns when it comes to personalization: privacy, transparency, user control of their data, opting in versus opting out, and providing the right product at the right time in the right channel.
Personalization is clearly good for companies, as they are likely to see better conversion rates as they improve their ability to retail the appropriate product to each customers.
But what about consumers? Is there a line that can’t be crossed, or will the decreased time-to-purchase due to effective personalization improve the customer experience in a way that makes the related loss of privacy worth it?