Friday, January 5, 2024

Making Loyalty Programs Work Harder for Airline and Hospitality Brands

The rise of low-cost carriers over the last decade is putting the airline industry under acute pressure, with the race to the bottom getting ever more intense. Just this month, the president of Emirates Airlines called low-cost, long-haul service a "gathering storm" for the industry and IAG, the parent company of British Airways and Iberia, launched a budget service...

Care and Feeding of Machine Learning in Marketing

"Artificial Intelligence, deep learning, machine intelligence-whatever you're doing if you don't understand it - learn it. Because otherwise you're going to be a dinosaur within three years." - Mark Cuban If you work in marketing, chances are you're hearing a lot about machine learning these days. The big four cloud providers -- Google, IBM, Amazon, and Salesforce—now offer machine learning...

Are Asian Hoteliers Today Overwhelmed by Data?

Exclusive Interview: Over recent years, Asian hoteliers have witnessed a huge influx of data delivered by online reviews, social media and the ever-increasing number of travel sites. Charles Wang, Regional Head of Advisory Services, IDeaS Revenue Solutions, spoke with 4Hoteliers and shared some insights on the topic of big data. Are Asian hoteliers today overwhelmed by data? Is all of this...

American Airlines Going ‘Back to Basics’ To Prep For Big Data

As airlines and MRO providers embrace data analytics to help drive efficiencies, their organizations must first ensure they have basic protocols in place to properly navigate what is proving to be a complex and evolving path. American Airlines is tackling this by going "back to the basics," Becky McCarty, the airline’s manager-data management for tech ops, told MRO Americas...

7 Surprising Ways That Airlines Mine Personal Data

Airlines are becoming smarter at connecting the dots between you, your frequent flyer profile and your online activity - and turning that trail into another source of revenue. And airlines are beginning to realise not only how much of this data they have at their fingertips but how they can mine that rich data-load in ways you might not expect. Every...

Audience Fragmentation – Propensity & Behavioural Scoring

Propensity Modelling - Travel Data Daily
Audience Fragmentation, also known as behavioural scoring or propensity scoring, is a popular method of descriptive analytics which aims to calculate the likelihood of a user taking a particular action. In my first loyalty segmentation article, I wrote about how to segment frequent flyer loyalty members based on demographics, account profile data and status levels which they had obtained within...

Stop Chasing Millennials. Instead, use data to drive marketing

Some companies continue to chase millennials. Instead, using data to drive marketing could have much more effective results while reducing costs. It is amazing how many large companies talk about how they are boosting their efforts to capture the attention of millennials. "We need to tap into the millennials" and "How can we improve our brand to target millennials more...

Breakage: Good or Bad for Loyalty Programs?

In our previous article exploring Loyalty Myths, we took a look at whether programs should be concerned about large points liabilities sitting on the balance sheet. Lots of folks have reached out with questions around Breakage, and the role it plays (or should play) in loyalty program management. Let's take a look at breakage, how changes in points expiration affect program...

How Big Data Is Driving Loyalty Program Revenue

It's often thought that loyalty programs are designed to reward customers with special offers, treats, and discounts in the hope of retaining their business and encouraging customers to spend more frequently. While there is some truth to this - a new generation of sophisticated loyalty program engineering is emerging. These new programs are driven by highly granular data, consumer...

Interview with Airbnb host management platform, GuestReady

The on-demand economy is taking off thanks to the likes of Uber and Airbnb. The boom in ride and home-sharing also opens new opportunities for new business to emerge and leverage from the new economy. One such service is GuestReady, an Airbnb Management Agency which empowers Airbnb hosts by providing access to tools and resources to assist with guest...

Airbnb & Noise data: How the data handshake improves customer experience

AirBnB & Noise data: How the data handshake improves customer experience Data's value increases when it's shared, and you can make money by selling it. Sharing data allows marketers to better understand who their best customers are, which consumers they should market to, and with what specific offers. Nesta developed the concept of a 'datavore' in the 2012 report Rise of...

Are frequent flyer miles a liability for FFPs?

Are miles a liability for frequent flyer programs? At the end of 2015, members of the American Airlines AAdvantage program had over 853 BILLION frequent flyer miles outstanding. Those miles represented a total liability of around $2.45 billion. Many folks see this "debt" as a threat to the viability of the airline and the frequent flyer program itself. Even airline Chief Financial Officers...

Hacking the American Express Big Data System for your advantage

american express black card
Hacking American Express? Wait, what? Banks and card providers like American Express are increasingly becoming more reliant on predictive analytics, merchant and transactional data to help drive new revenue. In fact, most banks, including American Express, will aggregate their big data insights, and sell this data back out to corporations and governments as business intelligence. The power of the banking data...

Talking Data with Hilton: Jonathon Wardman, Vice President CRM

This month in Talking Data, Travel Data Daily spoke with Jonathon Wardman, Vice President CRM at Hilton about hotel guest data, how Hilton is leveraging the use of data, and the success of the much publicized Stop Clicking Around campaign. Jonathon has been with Hilton for over 10 years in business technology roles. For much of his career, working on projects...

Creating a 360-degree customer view using big data

With a 360-degree customer view, your company will drive up profits. How valuable would it be to know everything about your customer's interactions with your competition? Creating a 360-degree customer view is considered the holy grail of customer intelligence, and you can create it, today. Would you like to know how much they're spending, when they're spending, why they're buying with...

How do you set Return-on-Investment expectations for Analytics projects?

How does a business set a realistic return on investment (ROI) expectation for analytics? This question often comes up from customers I talk to and companies I advise - from customers so they can build a realistic business case for investment, and from vendors so they can set prices for their offerings. Is there a certain rule-of-thumb, an industry norm...

5 Simple Ways Hotels Use Data To Increase Revenue

How hotels use data to drive new revenue In 2017, it's clear that the hospitality industry needs to prepare for even more disruptions that will unfold over the coming year. Hotels can use data to remain at the forefront. Airbnb, OTAs, start-ups, big data companies and loyalty program changes will remain the focal points to stay across this year. As a...

Could Machine Learning Help Cathay Pacific Save Millions From Travel Delays?

Aircraft fuel is without a doubt the biggest cost for any airline and often receives widespread attention, especially when airlines hedge their bets the wrong way. Cathay Pacific reported a HK$4.49 billion fuel-hedging loss in the first half of 2016, which has hurt the airline's profitability. The second biggest expense for an airline is human capital, and researchers from Hong...

How Big Data Helps Boost Marketing Conversion Rates

Today, the marketing industry is permanently connected to technological innovation. The many new resources and techniques continuously entering the marketplace mean that advertisers have no shortage of new methods for attracting buyers and boosting sales conversions. Big data is one of these developments, and it has the potential to transform the manner in which advertising is approached. Problems like price...

Disrupting loyalty: How can hotels become enablers, not just destinations?

The location is everything in the hotel world. But are hotels doing enough to make the most of their locations and enable better experiences for guests? Power to the people In recent months Futurice has created eight retail trends that focus on a 2020 vision for the retail and consumer markets. One of these trends is particularly important for hospitality and especially hotels...

Best time to book AirBNB – A look at the numbers

Many online travel agencies and search engines claim to know when is the best time to book a flight (with the answer often varying wildly). If nothing else (forget about the accuracy of such forecasting), it’s a good marketing exercise to lure people to a site to, well, look for a flight. But very little research has been carried out to...

Talking Big Data with HotelQuickly

TravelDataDaily caught up with the Chief Marketing Officer at HotelQuickly, Christian Mischler to talk about being a data-driven technology company, and how their business is leveraging the tools and insights which data can provide. TDD: What is your role at HotelQuickly and what are you responsible for? Christian: I’m co-founder and Chief Marketing Officer. As a co-founder I’m involved in defining the strategy...

Metrics to measure airline revenue performance

Complicated revenue management drives unsatisfactory results, but it doesn’t have to be that way, writes Tom Bacon. Let me start this story with a quote from Scott Kirby, President, United Airlines at the time of the airline's Third Quarter Earnings Call, October 2016. "In July as United was seeing stronger demand and bookings were coming in strong at the domestic entity,...

Dark Data: The billion dollar opportunity

How can airlines, hotels, and travel companies leverage dark data capabilities? Every organization collects, stores and retains portions of dark data. It's the digital equivalent of emotional baggage which hangs around after every user interaction, transaction, and customer engagement. In fact, not using data effectively is costing United Airlines almost $1 Billion annually in lost revenue. Gartner Inc. describes dark data as...

Bad Data Costs United Airlines $1B Annually

Jeff Smisek once liked to describe United Airlines as a "technology company with wings." What the former CEO didn't say was that United was a clunky mainframe badly in need of an update. During a recent presentation to analysts at United's headquarters in Willis Tower, Scott Kirby—the airline's new president, recently hired from American—called the technology it relies on to...
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