Travel Organizations Must Deepen Their Understanding Of Customer Behavior To anticipate customer behavior and expectations, companies focus on travel patterns and not customer preferences. Without listening to customers, companies will struggle to adapt to changing preferences. NORTH AMERICA (N=67) LATIN AMERICA (N=52) EUROPE (N=54) APAC (N=55) Methods Used To Manage And Anticipate Customer Behavior/Expectations Forecasting data or systems 44% Forecasting data or systems 44% Booking and reservation systems 47% External data sources 38% External data sources 41% Industry trend analysis 36% Historical data analysis 37% CRM offer management and campaigns systems 33% External data sources 33% Industry trend analysis 35% Voice-of-the-customer (VOC) data 31% Revenue management systems 31% Econometric models 33% External competitive data platforms/sources 28% Econometric models 29% 49% Forecasting data or systems 34% Revenue management systems 25% External data sources 25% Industry trend analysis 24% Historical data analysis Booking and reservation systems 46% Booking and reservation systems 40% Booking and reservation systems 43% Forecasting data or systems 45% 9 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 8 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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