With the travel industry subject to increasingly large amounts of data, the conference will explain how to use it more effectively to understand customers, personalise services and build loyalty.
Besides sessions on using data to assist marketing and product decisions, the conference will also share advice on how to use data in compliance with the General Data Protection Regulation (GDPR), which comes into force on May 25.
Speakers will include Andy Gauld, an analytics expert at Deloitte; Jan Richards, head of insights and planning at Dublin airport; Jeremy Tait, vice-president insight at Carnival UK; Jasmin Ahmad, Accord Marketing planning director; Alexandra Cooke from Hamlins LLP; and Lina Mikolajczyk, Hilton Worldwide senior manager insights and analytics.
Claire Hazle, marketing and commerce director at Cosmos UK, will speak on using customer insight to personalise communications with consumers.
“Data is very powerful,” she told TTG ahead of the conference. “And we have access to so much of it. But how do you turn it into something meaningful and build a relationship that provides value for businesses and customers?
“Our research has found that 25% of people who give you top feedback still include negative or constructive criticism. We are in danger, at times, of just looking at the numbers. We miss these jewels. The voice of the customer has a huge amount of power and influence.”
Hazle’s session will cover where to find useful information about customers to create personalised communications, how to reach customers on an emotional level and build a genuine brand relationship, and how to adjust to customers’ changing needs.
- Abta’s Customer Insight in the Travel Industry event will be held at Deloitte in New Street Square, London, on April 25. There are still places available at abta.com/events
