Wherever you go today, you’re leaving a trail of data behind you. That’s because we’re always connected to the internet, using it to book our travel journeys, rate our favorite airlines, and even track any flight delays that we might have to contend with on our next trip. No matter how you feel about the era of big data, it’s safe to say that companies from all backgrounds can use this information to deliver better, more unique experiences for their customers.
Data-based insights help your travel agencies and airlines to understand and improve every stage of the customer experience, from booking your seats on your next flight to finding the information you need when you arrive at your destination. With advanced systems like Apache Commons Logging and data logging, companies can even track how travelers are using apps and software to plan their journeys.
The Challenges of Using Data in Travel
As exciting as data might be for companies that know how to use the insights that they gain from customers correctly, there are still a lot of challenges involved in collecting and analyzing that information. According to The State of Data in Travel study conducted in 2017, around 75% were expecting to increase their data analytics budget that year. Unfortunately, we’re still only scratching the surface of what can be done with data in travel, nearly 3 years later.
One of the biggest issues for travel companies is that they simply don’t have access to a large, or accurate enough set of data. The silos of information that exist across the travel sector, combined with a lack of established standards for collecting and using data means that it’s very difficult for businesses of all sizes to get a complete overview of the internet. Customer data is still fragmented across numerous systems, from call centers to apps and website analytics.
Bringing all of the right data together in a reliable warehouse requires the use of a secure and reliable system of aggregation. This is an idea that many companies have been experimenting with in the app development and software environment, but it’s also something that could be useful for the travel industry too. Data management platforms that combine logs into a single environment would allow for a more complete overview of the traveler and their journey in the modern landscape.
What Could the Big Data Landscape Do for You?
Though learning how to manage the data landscape isn’t easy, it could present excellent opportunities for today’s travel companies. According to Accenture, around 65% of travel executives still feel that they have a lot of work to do to deliver on their promise for more personalized experiences. Some companies are already making headway.
Alaska Airlines used analytics to improve its back-end efficiency and deliver more effective booking experiences for its customer-facing products. Other leading brands are using data to learn more about the kind of experiences that their travelers want, so that they can improve their reputations. Going forward, data has the power to change the way that we travel forever.
