Nylas chief executive Gleb Polyakov assesses how best to deliver experiences that delight while building trust and bookings
It’s no secret that trust is one of the factors that convinces customers to choose, and return to, an online travel agent (OTA) or any other travel and tourism provider.
Yet research consistently shows consumers are losing faith in travel and tourism providers who aren’t delivering what they need at every stage of their holiday, from booking, to travel, accommodation and entertainment, to their return trip.
According to research conducted by Populus on behalf of Which? in 2020, consumer trust in airlines and holiday companies had plummeted to its lowest point since 2013. In 2021, as the world was returning to some semblance of normality, a survey commissioned by Travelport pointed to the importance of customer experience and, above all, trust in encouraging consumers to feel comfortable, confident, and once again, eager to travel.
Fast forward to 2022 and what do we see? Endless media coverage of frustrated travellers trying to adapt to rapidly changing Covid protocols and figuring out what they need in terms of paperwork and digital certificates.
Even more damaging was the footage of weary travellers spending hours in airports waiting for planes or staff that, in many cases, simply weren’t available.
Increasing delays and loopholes combined with a lack of updates and support has caused countless consumers to feel as though travel providers simply cannot deliver the type of experience they were promised. This not only has a lasting effect on customer trust, but loyalty and repeat purchases as well.
Every customer wants to feel understood and empowered by their provider. They want to receive the information they need in an easy-to-use form. They want to be certain their needs are not only being met but anticipated.
But that’s obviously not been happening.
And that’s why technology is more important than ever before in providing a customer experience that is shaped as much by getting the fundamentals right, timely provision of personalised information and advice, as it is about offering additional services.
A fly in the ointment
Until now, personalisation has been driven by third-party customer data. Third -party data is collected by companies who track user behaviours and sell it to interested parties. But the torrent of third-party customer data that has driven personalisation is being slowed to a trickle.
New laws and attitudes toward third-party data make it more difficult and more expensive to gather the insight needed to deliver personalised services online.
However, there are powerful ways to deliver personalised service without third-party customer data.
A new world of opportunity
There is a wealth of information living in emails, calendars, and WhatsApp and SMS communications. Once customers opt-in to sharing this data with travel providers, it can be put to work to deliver modern experiences that simply could not be curated without it.
By securely capturing, analysing and using basic first-party data, travel providers can provide travellers with a personalised customer experience that delivers higher levels of convenience as well as responsive and accurate advice, all at low cost.
Imagine this as the starting point of a consumer’s holiday experience: they visit a travel website and see the perfect holiday complete with one-click access to a discounted private hotel transfer and travel insurance, all at a competitive price.
While they’re completing their booking, customers can find essential information on new travel protocols, safety measures or vaccination demands in the country, resort or hotel they’re visiting. If they’re visiting a beach resort, activities such as kayaking or snorkelling will be made available and accessible. Swimsuits are recommended for purchase while reservations and nearby restaurants are suggested.
As their departure date draws closer, customers are kept in the know on the status of their flights and, should there be a change in plan, provided with detailed instructions and options.
What about data privacy?
Data privacy is extremely important. It should always be the customer’s choice what information they wish to share and with whom. The information that customers willingly share can transform the holiday experiences that providers can offer.
In a world where third-party data is more restricted, the travel industry, including OTAs, must adapt.
Leveraging customer communications to create better experiences is good for your guests, good for customer privacy and good for your business.