target audience: TECH BUYER Publication date: Jun 2024 - Document type: IDC PlanScape - Doc Document number: # US47249121
IDC PlanScape: Hyper-Personalized Loyalty in Hospitality and Travel
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Abstract
This IDC PlanScape addresses how loyalty solutions must hinge upon hyper-personalization, leveraging omni-channel strategies along with guest data platforms, real-time analytics, and AI to ensure that every opportunity for guest engagement is contextualized. Contextualization is key to presenting guests and travelers with targeted messaging and calls to action that are more likely to resonate because they are delivered to the right person, at the right time, and in the right method.
"For modern loyalty strategies to be successful, they require a combination of science and a little bit of magic, and that real-world alchemy is hyper-personalization," says Dorothy Creamer, senior research manager, Hospitality and Travel Digital Strategies, IDC. "The value in loyalty programs will only be realized when guests not only feel recognized and rewarded, but when they are influenced to take specific actions that operators want or need them to and benefit the brand."