In an increasingly competitive world where the volumes and bundles of online travel agents are squeezing the margins of traditional hotel and airline companies, travel brands know that customer engagement is more important than ever. And not just any customer engagement. Hyper-personalized, seamless communications across fragmented distribution channels is the Holy Grail. The question is how to achieve it.
On June 25 at 11 a.m. EDT, I will join two expert speakers from Orbitz and WestJet in an EyeforTravel webinar – “Engaging the Connected Traveller with Omni-Channel Communications” – where we will address how to achieve hyper-personalized communications and discuss these points:
- The benefits of an omni-channel communications strategy versus multi-channel strategy.
- How to harness the power of mobile intelligence to create hyperpersonalized experiences that increase customer loyalty.
- How business processes can be improved to create interactive, enhanced customer engagement.
At a recent EyeforTravel event, “Online Marketing Strategies for Travel,” Royal Caribbean put forward two important discussion points that today’s travel brands need to keep at the forefront of their planning. The first: mobile versus mobility. Mobile is a device. It’s a screen. It’s a distribution channel that is outpacing other channels in terms of growth and adoption by a “mobile-first generation.” Most importantly, it enables “mobility.” This is the concept of anywhere, anytime access to content and the ability to interact with customers anytime, anywhere and on any device. The second point raised was the explosion of social media as an emerging distribution channel that needs an increasing amount of consideration.
What this tells us is that now, more than ever, as the number of channels increases, travel brands need to be aware of the digital divides that can cause fragmentation of messages and communications. That’s where an omni-channel communication strategy is needed. What does that mean? It means a holistic communications strategy that integrates all your distribution channels, including mobile and social media, in order to enable seamless customer engagement that ensures the delivery of the right message to the right person, on the right screen, at the right time. That’s game-changing for travel brands and the future of mobility.
However, most travel and hospitality companies are still struggling to provide anything close to a true omni-channel customer engagement experience. Removing those digital divides and integrating communication channels – including text messaging, email, social media, mobile wallets and voice communication – will create a seamless customer experience that can transcend the desktop, tablet and mobile channels to deliver the right messages, to the right people, at the right time.
I hope you are able to join us for the webinar to discuss this issue in more detail. In the meantime, if you have any comments or experiences of how travel brands are creating seamless customer experiences, I’d love to hear about it.