Travel / Hospitality

How the travel industry is taking retail’s lead on big data

At the forefront of big data use for the retail industry is the tracking and monitoring of social networking sites. The travel industry has begun to follow suit with its use of websites such as Facebook, Twitter, Instagram and Tumblr where topical advertisement is used. Through these sites, travel businesses can gain insight into popular destinations that certain demographics are interested in, thus enabling more specific targeting.
Another example lead by the retail industry is search analysis and search engine optimisation. Retailers have been able to target customers based on information gleaned from their previous searches.
Travel businesses have been able to translate this to their own sector – for example, proposing journeys based on searches such as ‘best beach vacation’.
In doing this, travel business are optimising the data being created by customers to increase sales and offer more tailored advertisements.

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