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November 2013

Personalization in travel: Privacy, transparency and the reality of the consumer landscape

There will be many opportunities for companies to make major strides in personalizing the online travel search and planning process over the next few years as the amount of publicly available data continues to explode and people provide more and more access to their information, especially via 1-click mobile app updates, even if it is at the expense of privacy… Privacy will always be one of the biggest challenges in accessing the information necessary to truly make accurate and relevant proactive recommendations that will consistently resonate with people as their individual tastes change from day to day or year to year. The only ones who can get close enough to the customer to do this at scale seem to be Google, Facebook etc who have permission to access to emails, chats, calendars and other daily-use products, as well as checkins and other public data. The rest of us will have our best chances to address personalization well in our chosen niches.