Challenging/very challenging* Important/critical Improve customer experience 59% 83% Improve customer acquisition 69% 82% Improve customer relationship management/retention 53% 75% Improve personalization 67% 71% Identify new revenue streams 67% 63% Optimize revenue management and pricing strategies 59% 67% Improve loyalty program 65% 76% Adopt/improve AI capabilities 69% 61% Airlines And Hotels Are Struggling To Meet Their Most Important Priorities Importance Of Objectives Vs. Difficulty In Achieving Them Airline and hotel executives prioritize improving customer experiences and attracting new customers but find accomplishing these goals difficult. The gap between goals and capabilities emphasizes the need to uplevel skills, data, and technology. 7 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 6 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 *Base: Variable airline and hotel leaders at organizations in North America, Europe, LATAM, and APAC involved with their organizations’ customer marketing, engagement, loyalty, pricing, or experience strategy who said an objective is “Important” or “Critical” Source: A commissioned study conducted by Forrester Consulting on behalf of Mastercard, April 2024
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