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Travel agents urged to be data-smart

Research from the Chartered Institute of Marketing (CIM) shows there has been minimal change to the number of consumers receiving unwanted calls and emails, despite the introduction of GDPR in May 2018. 

The organisation, which surveyed 1,500 consumers, has flagged up the importance of robust compliance with data protection laws for travel businesses.

Almost half (42%) of the consumers surveyed said they had received communications from businesses not permitted to contact them in the six months since the new data rules came into force. This is a marginal decrease in comparison to the 48% in the six months before GDPR. 

Keith Cartwright, chair of CIM?s travel group, said the survey results come at a crucial time for the travel industry.

?The first weeks of the new year is one of the travel industry?s busiest periods as consumers look ahead to the summer months and begin planning their holidays,? Cartwright said. ?But the CIM survey shows that trust in firms to use consumer data responsibly remains very low and has hardly changed since the introduction of GDPR. These results are a stark warning to any organisation which uses email marketing to leverage sales ? a key tool in the travel sector. Organisations that have earned consumers? trust will engage with their customers and build brand loyalty ? those who don?t will get left behind.?



Travel Bulletin

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