It was great to see and meet some of you at the fvw Kongress in Essen last week. For those of you who weren’t there, bd4travel had a nice booth in the heart of the event, and several of our team were on hand to answer questions and attend to prospective and existing clients. We spent many hours demo-ing our technology and explaining to our visitors that there is technology available to help online travel retailers understand what every individual user wants and to treat each individual user better – and ultimately convert him or her.
What we explained to our fvw visitors was that using the right technology to support your travel business will not only lead to better short term results but will begin to give better service back to the customer and that is in everyone’s long term interest.
While technically very complex to deliver, we are focusing on making our products as intuitive and useful as possible for our travel portal customers. It’s the combination of instant profiling, predictive recommendations and excellent usability that makes for what we call digital empathy – the ability to understand your individual users so well that you can serve them suitable products and services before they’ve even thought of them.
Our lead investor, Hussein Kanji, partner at Hoxton Ventures, gave a keynote presentation about “The Future of Travel Business” where he discussed this point further. In his talk, he shared insights about how big data and new technologies are disrupting the online travel business. His presentation showed how real time personalization and digital empathy are replacing “the average user approach” as a new way to market travel intelligently online.
Whether its statistics on median salaries, or the average “A/B tested customer” who visits a travel website, “averages don’t tell you very much, they give you a bad number,” Hussein said. In digital marketing terms, a bad number is a bad allocation of online marketing spending.
That is one of the main reasons that we are witnessing a shift among digital marketing technologies from average calculations to personalization, applying calculations to the individual customers to serve them in a hyper-personalized way.
At bd4travel we believe finding and booking travel online can be easier and more personable for a travel platform’s customers. No one needs to work with averages any more, and we’re working hard to help travel retailers blow their customer’s minds with idealoffers that help convert.
If you missed the fvw Kongress, there is a chance to meet us at the World Travel Market in November in London – or just drop us a message if you would like to request a personal demo.
Andy Owen-Jones for the bd4travel team