Leading travel payment provider AirPlus International has suggested that data driven personalisation is the future of travel, at the recent CAPA/ACTE Australia Pacific Corporate Travel Innovation Summit 2016 in Brisbane.Jesse Manning, Regional Sales Manager at AirPlus International contributed to a panel on how payments data can be used in conjunction with expense management and loyalty program data for personalisation in travel. Jesse suggested that most companies aren’t yet maximising the full potential of personalisation.
“Some statistics show up to 19 to 20 per cent of companies are marketing on a personal level, although I think that’s optimistic.”
Jesse argued that while some companies may understand the value of personalised communications and marketing, most are yet to fully maximise the opportunity to use data insights for personalisation beyond marketing.
“Only 10 per cent of companies are using personalisation in their products or services.”
Jesse and the panel agreed that there is significant room for improvement in this space. The first step is for suppliers to find out what their customers want and need by accessing the data available to them.
Jesse noted that companies like AirPlus International which are data led and have expertise in gathering and analysing payments data, will become important partners with companies looking to access and understand their customer data.
“A payment solution such as AirPlus International could in the future play a role in the data transfer for personalisation of products.”