One of the first steps is to invest in a CRM platform that aggregates data from a number of sources, say leading US travel brands. The report, which is free to download, includes interviews with Caesars Entertainment, The Xanterra Collection, Vacasa, WhyHotel, and Diamond Resorts, as well as data from a recent Reuters Events CX Trends in Travel survey.
For two-thirds (37%) of respondents to the survey, data sitting in multiple silos is still hampering their CX efforts. Caesars Entertainment, however, is one brand that is making progress. For the past three years, it has been ramping up its digital marketing and advertising efforts to convey the brand website in a way that is true to the in-destination experience.
"One of the things that our platform allows us to do is actually aggregate a number of data sources," explains Jeffrey De Korte, VP Advertising and e-Commerce, Caesars Entertainment. "This is very useful if you if you are trying to segment your customers, personalize that experience and sell to multiple lines of business in real time."
Xanterra Collection, which has a diverse portfolio of travel offerings, has been on a similar journey. In order to leverage the company's scale, data consolidation and centralization was the first functional area that the group tackled, says Chief Marketing Betsy O'Rourke.
However, while Xanterra and Caesars are already seeing measurable benefits, over 60% of travel brands surveyed by Reuters Events admit that their CX efforts remain below par.
To thrive and survive in 2020 and beyond, action is needed. Download the free report - Cracking CX: Human-focused, Data-Driven - for more recommendations on how to shift your CX efforts up a gear.
Reuters Events is part of the Reuters News division of Thomson Reuters. It is a leading, global B2B events specialist that delivers high-end conferences and exhibitions to diverse sectors including energy, insurance, pharmaceuticals, transportation, travel, strategy and technology. Its offerings help senior business professionals stay at the forefront of change through insight sharing, thought leadership and networking with peers.