A good reminder that however much data you collect and analyse from booking, travelling, visiting and staying- you need to add context to data. Not just analyse where, when, how, who but also WHY.
"Many businesses are doing just this; Accor and Mövenpick have developed millennial committees to consult on new ideas for the younger wave of consumers."
Tim Davis Managing Director PACE DIMENSIONS
Well worth reading the the full report on digitisation in travel and hospitality. Not only is it relevant to other industries & segments the inter-connectedness of people, autos, pets, brings a congruence of digital services e.g. when booking the flight and hotel being offered tailored insurance for the trip, the iPads, phones, cameras etc rather than a generalised annual policy with too many exclusions.
Offers new opportunities for surprising partnerships
Seek informed opinions As digital technology and customer expectations evolve at increasing rates the major challenge for incumbent businesses is keeping pace. Developing a core understanding of target customers will enable meaningful engagement across channels and interfaces. At this stage in digital development it is a mistake to trust only the knowledge you hold in-house. Success means consulting directly with your target audience. Many businesses are doing just this; Accor and Mövenpick have developed millennial committees to consult on new ideas for the younger wave of consumers. The wisest leaders will be those who recognise the limitations of their own expertise and seek informed opinions.