Permission for premium brands to build closer relationships

Insight

Permission for premium brands to build closer relationships

Modern travel customers expect a tailored, seamless and content-rich digital experience from their airline and aggregator brands. And they’re willing to contribute to it. A virtuous cycle has emerged for travel brands getting the customer experience right. Not only are consumers willing to pay more for those brands, but they are more willing to share their data with them.  

Evidence

One of the most important factors in a consumer’s willingness to pay more for a travel brand is the purchase experience itself. And when they have an experience they value, consumers are more willing a consumer to share their data with that brand. This can lead to a virtuous circle where experience-led brands such as Virgin Atlantic can defed their price premium through a data-enhanced offering.

Implication

Access to consumer data is the shortcut to building richer content and more satisfying user experiences for travellers. And if increasingly privacy-concerned consumers are more willing to share their data with the brands who deliver this for them, the divide will quickly widen between those with the data to deliver a rich experience and those not. And with consumers happy to pay more for these better experiences, in the personalised experience battle the winner will take all.