Big Data In Travel and Tourism Industry

By using Big Data In Travel and Tourism, 20% of the industry is becoming bigger and stronger by manifesting the changes and the rest 80% are at loss due to invalid inputs. The manifestation of big data in the era of intelligent tourism is promoting actionable insights to boost the travel industry. The travel industry thrives on insights into changing customer behaviors, travel preferences, schedulings, and increasing digital user interface (through mobile apps and web applications). 

According to the UN global tourism report, $432 billion is generated from tourism and travel, with an average of 7% annual growth. 50% of US and UK employees who are freelancers and 10% of the rest who are YouTubers are expected to travel a lot. It is predicted in the near future that other countries will replicate the same. The increasing travel time is generating potential revenues for individuals in the industry. The generation of millennials is seeking more pleasure in spending out for experiences rather than for tangible goods, 67% of them travel often and 85% are motivated/inspired by travel blogs & vlogs on social media. The time-changing mindset of the younger generation is rising the opportunity bar for travel companies, but at the same time, these companies are facing obstacles, especially in satisfying the youth during travel time.

Challenges in the Travel and Tourism Industry without Big Data

The biggest concern in the traditional travel industry is the ultimate customer experience and satisfaction, the mishaps during real-time travel, overcrowded commutation, long waiting hours, and unpredictable stress during journey hours, disturbing physical and mental pleasure of journey purpose. These gradually decrease a company’s growth by losing potential travelers. 

Before the introduction of the online travel booking system, travel agents/ agencies had every detail about their customers who often use their service. But the enhancing technology has increased the convenience level of customers and the difficulty level for travel companies in tracking and tracing customer data. Leveraging traditional and statistical models had a mild impact on addressing customer needs but it had its limitations. Every travel business collects data from the chain of service providers from e-bookings or over-the-counter bookings or check-outs or end-of-the-tours of every individual customer to pull valuable insights for personalized customer experiences. Big data analytics can measure the accurate inherent customer needs and expectations from these data and provide personalized services or offers for individual customers to give the best travel experience.

How Big data can Improve Travel and Tourism Operations?

Big data analytics can harness large volumes of customer data to provide actionable insights according to industry requirements. Harnessing customer data provides an advantage over other players in the same industry by making the right decisions based on accurate insights. Big data analytical tools like predictive analytics, prescriptive analytics, etc are disrupting travel retail by providing the following-

 1. Enhanced user experience

User experience is becoming more important. With a significant increase in online apps and web-based applications, 85% of decisions depend on website activities. Predictive analytical tools can measure customer needs, preferences, and travel habits based on historical travel data. The forecasted insights help online apps and websites provide personalized user interfaces for every individual.

 2. Predictive analytics for forecasting

Price fluctuations, surge charges, travel time, climatic conditions, and amenities in traveled locations are the biggest concerns for any first-time traveler. Predictive analytics can forecast and provide accurate results in less time to address customer queries without switching to other apps or websites for the required information.

 3. Advanced marketing techniques

By predicting the fleet customer ratio, the travel company can re-design, and customize marketing or advertising campaigns to attract more tourists, and reduce the internal cost of investments. Travel agencies can arrange a special mode of transportation for a safe and comfortable journey time.

 4. Optimized acquisition strategies

By measuring customer footprints in social media, micro-movements, and the recent search bar menu, the company can offer customized coupons for their potential clients who are often travelers.

With customized offers and coupons for different sets of customers for their desired locations, travel companies can decrease the rate of attrition by increasing the customer base. Predicting the availability of journey details, accommodation, commuting facilities, and changes in climatic conditions, travel companies can offer real-time data access to their customers to plan their dream trips for a better experience.

 The usage of analytics in the travel industry is in its first phase. The potential of big data can unleash more changes and advancements in addressing challenges that held companies back for decades. The data-driven knowledge provides an advantage in understanding customers’ long-term value and classifying customers into different fragments to drive actionable insights. Integrating big data with existing customer data and loyalty systems can provide a 360-degree customer view to understand credit risk, demographics, life events, and social media interactions of every customer in a particular segment- to drive business growth.

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