Embed Size (px)
Citation preview
AIRLINES
HIGH FLYINGPERSONALIZATION
AIRLINES COME OUT ON TOP WHEN DELIVERING PERSONALIZED MARKETING TO CONSUMERS
These brands lead the way in knowing and understanding their consumers. By sending relevant engaging communications cross channel, ensures consumers feel their experience with the brand is becoming increasingly personalized.
CONSUMERS WANT DIFFERENT THINGS FROM LCC AND NETWORK CARRIERSConsumers have unique requirements from Low Cost Carriers (LLC) and Network brands. So it’s vital LCCs do a better job at creating a seamless digital experience, consumers will be less focused on the brand remembering them and proposing additional products and recommendations. As a result, LCCs need to work harder to develop relationships with consumers.
CONSUMER SENTIMENT SUFFERS THE MOST FOR THE INFREQUENT LCC FLIERResearch shows that if consumers fly with LCCs six or more times per year sentiment rises from 44% to 62% which is on par with Network carriers. Airlines need to look after the communications for infrequent fliers as expectations are high but sentiment is low.
57% OF OUR LEADING BRANDS ARE NETWORK CARRIERS
PERSONALIZED MARKETING INDEXThe New Travel Experience
YOUNIQUE
METHODOLOGY
Digital disruption is resetting traveler expectations – which is why The Accenture Interactive Personalized Marketing Index is a vital tool for brands. It allows them to understand the effects of personalized marketing and acts as a guide for building the next generation of consumer experiences.
Accenture Interactive embarked on research at The Dock, our multidisciplinary research and incubation hub, to understand how brands efforts to personalize marketing are impacting consumer perception and experience in the travel industry.
CONSUMER PERCEPTION SURVEYWe interviewed over 2,000 people across the USA and UK using 7 key questions to analyze content relevance, marketing channels and conversion tactics.
DIGITAL CAPABILITY AUDITTo compliment the survey, the audit assessed 65 data points for each brand. We looked at the quality and functionality of the website experience and marketing channel performance.
ALMOST
OF CONSUMERS WANT COMPANIES TO PERSONALIZE THEIR COMMUNICATIONS
70% HOWEVER, ONLY
THINK TRAVEL BRANDS ARE SENDING RELEVANT COMMUNICATIONS
50%
CATEGORIES
AIRLINES HOTELS ONLINE TRAVELAGENCIES (OTA)
OTAS
INCREASINGSTAYING POWER
OTAS ARE THE LEADERS IN DIGITAL CAPABILITY YET STILL NEED TO CONVERT THIS INTO BUILDING STRONG CONSUMER RELATIONSHIPS
REQUEST THE FULL REPORT TO LEARN MORE ABOUT THE ACCENTURE INTERACTIVE PERSONALIZED MARKETING INDEX RESULTS AND HOW BRANDS CAN BENEFIT FROM THE RESEARCH METHODOLOGY.
MIGUEL FLECHAManaging Director
Digital Travel EALA leadAccenture [email protected]
JAVIER PEREZ MOIÑOManaging Director
EALA Lead PersonalizationAccenture Interactive [email protected] @jpmoino
SCOTT TIEMANManaging Director
North American Lead Personalization Accenture Interactive [email protected]
Some OTAs need to develop beyond being perceived as a search tool and more toward a brand with which travelers can build a relationship. Consumers are willing to share personal data as a result of being remembered and receiving relevant communications.
This represents a strong opportunity for airlines and hotels. Their potential to build relationships with customers is a point of difference they can capitalize on. In some cases OTAs are seen merely as a broker and therefore consumers don’t immediately consider the potential of a longer-term relationship with them. If OTAs want to build stronger, lasting relationships with consumers shifting this perception is pivotal.
HOTELS
ROOM FOR DIGITALIMPROVEMENT
17% INCREASE IN DIGITAL CAPABILITY FOR HOTELS THAT ARE PART OF PARENT GROUPS
Mid-scale and economy hotel brands that are owned by a parent group benefit from a group wide investment and shared knowledge capital in digital capability. As a result of shared investment in marketing technology, app development and onsite functionality, we see as much as 17% increase in digital capability for some brands.
THE ACCENTURE INTERACTIVE
PERSONALIZEDMARKETING INDEX
70%
60%
50%
40%
30%
40% 60% 80% 100%
LeadersConsumer Focused
Tech FocusedThe Rest
Brands with high consumer perception and above average digital capability
Brands with a high consumer perception
Brands that fall behind for both consumer perception and digital capability
Brands with above average digital capability
Network Carrier
Low Cost Carrier
AIRLINES
ONLINE TRAVEL AGENCIES
OTAs
HOTELS
Full Service Hotel
Limited Service Hotel
CO
NSU
MER
PER
CEP
TIO
N
DIGITAL CAPABILITY
65%
25%
10%
LEADERS CONSUMER FOCUSED TECH FOCUSED THE REST
23%
35%
41%
5% 10%
48% 38%
