Tourism industry in India has seen drastic changes in terms of personalisation and has emerged as one of the most path breaking consumer trends across most industries, internationally. The stage of digitisation in this industry has gone beyond economies and the growth and consequences have reached the economy of the experience. For today’s consumer, the experience is synonymous with personalization. Gone are those days when the same old vanilla packages with x-nights and x+1 days were for everyone. The possibilities that take care of today’s customer are limited by the consumer’s imagination and the activities in their peer group.
Since the consumers always want to be treated like the king and their wishes are to be treated as a command. So is in the case of Indian tourism. To understand the full potential of this customization phenomenon one needs to understand the potential consumer well.
Depending on how much the players understand about their wants, their limitations, their affiliations, peer group, lifecycle stage, the extent of how digital savvy they are, their geographical location, their family and their budget. Since today’s customer wants everything to be curated according to their needs, this customer knowledge would drive the personalization imperative for the tourism industry.
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While some of the consumer information needed for understanding their persona is available with many companies through the registration forms and loyalty programmes, however its not enough to just know what they have done and what their peers have. The competitive advantage would rest in an ability to predict what they could be doing next, and what they could have been planning next and what could be the next opportunity to pitch an offer to them.
Predictive Analytics (PA) and Natural Language Processing together can change each of the key variables in the tourism business – Customer Experience, Business Efficiency and Cost of Infrastructure.
NLP combined with PA has the capability to predict the customer’s purchase history and deliver customized consumer experiences at each phase of their journey.
Creating customizations that can answer all the existential questions that have a direct bearing on the bottom line – from enhancing the customer experience through accurate scheduling (avoiding any service gap because of missing personnel), influencing purchases through the determination of social value and marketing to the influencers, finding the correct customers, predicting the sentiments and picking up emerging trends.
From the advent of this connected world, a good event or a positive feedback can help improve the business but a single bad event can also get highlighted out of proportion and the businesses, hence, are more prone to risk by implementing proper infrastructure as well as IT security in order to avoid any misuse.