Nobody in the travel sector is delivering personalised content and products for consumers the way Netflix and Amazon do.
Google travel account manager Benedicte Conway said there was “a massive opportunity” for the industry to mirror innovators in other sectors to meet changing consumer demands.
She told delegates at Broadway Travel’s annual conference that 80% of what is watched on Netflix comes from recommendations the streaming service suggests to users, which is based on a user’s behaviour online and things they have watched previously.
“At the moment, there’s no one like Netflix in the travel industry, there’s no one really owning that. This is a massive problem for us because people are more attracted to businesses that offer some understanding of their needs and likes.”
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