Passenger personalisation is complex = potential for travel providers: CAPA Americas Summit (VIDEO)

For years travel technology providers have promoted the benefits of personalisation to improve the customer experience. But the reality is that the march to personalisation is a slow evolution as travel suppliers, including airlines, are just starting to understand the elements of crafting effective personalisation strategies.

As mobile and other platforms rise in importance, travel service providers including airlines, travel managers and global distribution systems need to evolve their thinking and product offerings to optimise the experience of the connected traveller and expand revenues. A challenge in optimising that experience is determining how to tailor and target offers to customers that they find relevant, without notification overload.

The possibilities to maximise technology to improve the travel experience seem endless; but making the right decisions in adopting new technologies is a far more complex exercise.