The Myths of Inspiration & Personalization: The power of fare marketing & user experience
Digital departments in airlines worldwide are chasing trends in inspiration and personalization in an effort to grow direct channel revenue and customer acquisition. However, do these strategies really work?
Do customers really look for travel inspiration on an airline's website? And if so, how much closer to purchase does that really make them?
How can personalization strategies be effective if a small minority of airline website users are recognizable as return visitors? And, given the implementation of EU GDPR is personalization too much of a liability?