Difficulty Personalizing Digital Interactions Leads To Challenges With Loyalty, Growth, And Innovation Impact From Limitations To Current Personalization Approach HOTELS AIRLINE Diminished marketing ROI Decreased customer loyalty 50% 62% Inability to scale Increased indirect-channel booking mix 47% 50% Increased indirect-channel booking mix Inability to scale 46% 45% Decreased customer loyalty Diminished marketing ROI 43% 37% Inability to accurately measure new business ideas/initiatives Inability to test new business ideas 40% 35% Inability to test new business ideas Inability to accurately measure new business ideas/initiatives 35% 34% 13 12 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. Base: 113 airline and 115 hotel leaders at organizations in North America, Europe, LATAM, and APAC involved with setting and/or executing their organization’s customer marketing, engagement, loyalty, pricing, or experience strategy Source: A commissioned study conducted by Forrester Consulting on behalf of Mastercard, March 2024
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