With eager travellers always willing to share everything about their latest holidays, it’s no surprise that travel technology companies are mining the data to market trips in a smarter, targeted manner.
Expedia APAC marketing head Gabriel Garcia says the younger generation in particular is open to sharing their experiences especially with well-known platforms that strictly comply with data privacy laws.
Travel booking site Expedia gets its data from users’ searches, cookies and click streams – the links and adverts people click as they browse. “By the time they land on our page, there is already a very clear traveller intent. It gives us an idea of who the customer is and what kind of trip he or she wants,” he says.
Though there is a lot of hype around big data and machine learning, he says, adding that they alone are not enough as a marketing tool.
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