Travel businesses are luckier than many other sectors. They have data on their customers and their customers’ enquiries and purchases and so can derive tremendous benefits from analysing these vast amounts of data, uncovering hidden nuggets of opportunity among their data, once they know how to go through it systematically and realise the effect on profitability.
This data is often to be found in their back-office systems and if collected rigorously and in a consistent manner becomes pure gold.
For example, some back-office systems support the capture of customer preferences and special interests so you can create targeted mailing lists for marketing campaigns. As well as this they record the source of bookings to track and report on responses, to help you evaluate the effectiveness of campaigns and ROI.
READ THE ORIGINAL ARTICLE: Guest Post: Turn data detective to pan for customer insight gold – Travolution.co.uk.