How CX is taking centre stage in the Travel and Tourism industry | DMA

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How CX is taking centre stage in the Travel and Tourism industry


Leveraging advanced technologies, Center Parcs integrated Adobe Experience Cloud to enhance content personalisation, increasing bookings and customer satisfaction. Concurrently, JetBlue employed mParticle to overcome data silos, resulting in elevated app engagement and customer retention. These successes underscore the industry’s shift towards personalisation. Businesses prioritising tech-driven customer experiences will undoubtedly thrive.

The travel and tourism industry stands at a crossroads of innovation, faced with rising customer expectations and rapid technological advancements. Businesses that seek to remain relevant and excel are turning to cutting-edge solutions to refine their marketing strategies and enhance the overall customer experience.

The Growing Role of Technology in Customer Experience

A few salient trends shaping the future of customer experience marketing in the travel and tourism sector include:

  1. Artificial Intelligence (AI): AI is no longer a futuristic concept but a tangible tool. From chatbots that assist in real-time to predictive analytics forecasting travellers’ preferences, AI is revolutionising the way businesses interact with customers.
  2. Mobile Marketing Proliferation: With an increasing number of travellers relying on mobile devices for everything from booking tickets to checking itineraries, mobile marketing has become crucial. This strategy ensures a seamless experience across devices, especially in an industry where ‘on-the-go’ is the standard.
  3. Data Security and Privacy: In the age of digital transactions and online bookings, safeguarding customer data has never been more paramount. Businesses are investing heavily to ensure robust data protection measures, thereby gaining customer trust.

CX examples in the industry

Two noteworthy examples of travel and tourism companies harnessing these trends and technologies are Center Parcs and JetBlue.

Center Parcs was grappling with significant challenges like low conversion rates, alarming bounce rates, and an archaic content management system. To address these issues, they integrated Adobe Experience Cloud into their framework. This move allowed them to craft and disseminate personalised content, extending offers tailored to individual customer preferences. This wasn’t just across one platform, but seamlessly across various devices and channels. The fruits of their labour were evident: they witnessed a sharp uptick in bookings, saw revenue soar, and, most importantly, registered heightened customer satisfaction. Read more here: Center Parcs rebuilds website with Adobe Experience Manager.

Similarly, JetBlue, a prominent name in the aviation sector, was contending with problems rooted in data silos and intricate integrations. Their decision to incorporate mParticle proved transformative. By streamlining their data processes, they could ensure personalised customer interactions regardless of the device or channel used. The benefits were tangible: a significant spike in app engagement, bolstered customer retention rates, and an upswing in revenue. Read more here: How JetBlue improved their mobile customer experience (

The Way Forward for the Travel and Tourism Sector

Both the aforementioned case studies underscore a universal truth in the travel and tourism domain: personalisation is paramount. Whether it’s by leveraging AI, refining mobile marketing strategies, or ensuring watertight data security, businesses must align their operations to enhance customer experience.

Travel and tourism businesses that prioritise customer experience, underpinned by smart technology integrations, will be those that thrive. By continuously adapting, learning from successes like Center Parcs and JetBlue, and always keeping the customer at the heart of the strategy, companies can ensure success in this dynamic sector.

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