Limitations Of Current Solutions Used To Personalize Digital Interactions With Customers Lack Of Internal Skills And Automation Undermine Personalization Efforts HOTELS AIRLINES We lack internal skills. 58% 45% We lack automation capabilities. We don’t have the technology we need. 44% We lack internal skills. 58% Our technology integrations are ineffective. 43% We lack automation capabilities. 57% Costs are too high. 35% We don’t have the data we need. 34% 45% Our technology integrations are ineffective. We don’t have the data we need. 26% We don’t have the technology we need. 41% Costs are too high. 38% © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. Tech alone without human skill and expertise is not enough to make the most of digital personalization solutions. A data and analytics platform with the proper technology that is easy to use could fill gaps and unlock new business opportunity in the short term. 10 11 Base: 228 airline and hotel leaders at organizations in North America, Europe, LATAM, and APAC involved with their organization’s customer marketing, engagement, loyalty, pricing, or experience strategy Note: Showing top six responses per region. Source: A commissioned study conducted by Forrester Consulting on behalf of Mastercard, April 2024
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