One of the key topics discussed at the Google Travel Executive Forum held in San Jose, was about the use of data warehousing by travel companies to gain a competitive advantage. This warehouse elicits key insights about the markets. One of the areas where the customer journey is more protracted is in finding travel accommodation. Surprisingly, the conversion rate was higher when people searched for them, rather than when they directly went to the supplier website. The mobile phone is of course is one of the most used devices now, so travel brands need to direct their digital marketing to be accessible across devices, and in particular the mobile web. To serve today’s digital traveler, the travel purchase journey needs to be embraced. The right investment needs to be made on existing capabilities to further hone them. Whatever be the company’s philosophy, it must openly converge.


Uploaded Date:10 January 2019

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