Executive Summary Many airlines and hotels struggle with gaps in skills, technology, and analytic insights that reduce customer loyalty, slow revenue growth, and inhibit innovation. Mastercard commissioned Forrester to explore evolving trends within the travel sector. In April 2024, Forrester surveyed 228 leaders at airlines and hotels in North America, Europe, LATAM, and APAC involved with setting and/or executing their company’s customer marketing, engagement, loyalty, pricing, or experience strategy. The study found that airlines and hotels stand to benefit greatly from analytics solutions that help capture, analyze, and act on diverse datasets to engineer highly personalized, connected, and anticipatory experiences, as well as unlock new revenue streams. ABOUT FORRESTER CONSULTING Forrester provides independent and objective research-based consulting to help leaders deliver key outcomes. Fueled by our customer-obsessed research, Forrester’s seasoned consultants partner with leaders to execute their specific priorities using a unique engagement model that ensures lasting impact. For more information, visit forrester.com/consulting. © Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. [E-59698] Project Team: Lane Abernathy, Market Impact Consultant Contributing Research: Forrester’s Technology Consumer & Digital research group © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 2 3
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