Ranch Rider adds authentic Arizona ranch for next year

Ranch Rider adds authentic Arizona ranch for next year

Wednesday, 26 October 2016 11:00

Keen to ex...

Qatar Airways announces daily Seychelles flights

Qatar Airways announces daily Seychelles…

Wednesday, 26 October 2016 08:00

Qatar Airways will provide UK holidaymakers with greater access to the Seychelles from December 12 when it launches daily flights via Doha.

HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holidays is promoting a selection of winter getaway including a Christmas Craft Weekend at Dovedale in the Derbyshire Dales, Festive Walking At Dovedale, A Seasonal Stay at Malhamdale in...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from Jetcost.co.uk has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

With an abundance of roaming data offers and Wi-Fi options becoming available across the world, today’s travellers are increasingly turning to their mobile devices to find information, access services and communicate on the go, regardless of their location. At the same time, the increasing availability of innovative apps and advanced multimedia capabilities mean that mobile users are now demanding more while in transit. As a result, travel companies and their partners are entering a new era in which they must be prepared to use mobile to engage with consumers as never before.

From my recent work with customers in the travel sector, I’ve developed several insights on how mobile technologies are creating new opportunities to redefine travel. Here I would like to share four that I believe are beginning to have a profound impact on the travel experience.


Big Data

According to the most recent Cisco Visual Networking Index Report, global mobile data traffic is forecast to grow an amazing ten-fold from 2014 to 2019.

As a result, greater and more detailed mobile subscriber data is available. The application of this big data is almost limitless and offers travel companies and their partners a wealth of new ways to better serve consumers.

For example, using programs such as Telefonica’s Smart Steps, airports can use anonymous mobile subscriber data to get a better picture of travellers’ shopping and dining patterns before they catch their flights. They can then use this data to send offers and messages to customers based on their pre-flight preferences.


Little Data 

Travel companies are also moving beyond big data to use what’s being termed “little data” - the segmentation of micro-customer segments based on locations, mobile preferences, purchase history, etc.

Little data can be used to enable special services for customers when they are nearby through the use of apps and location-based services.

For example, Syniverse has worked with Starwood Hotels & Resorts to enable little data to be used to allow guests to unlock their hotel rooms with their smartphones once they have checked in through an app. This type of service has great potential in further personalizing the mobile experience and increasing loyalty.



Travel companies need to be aware that the wealth of both big and little data increases the need for a focus on privacy. Today, consumers face a growing vulnerability of having private information revealed or misused by outside parties.

For this reason, it’s critical for travel companies to understand their relationship with the customer – what we at Syniverse like to call the “creepy/cool factor.” Just as you may pull away when a casual acquaintance shares too much information about himself, a customer can withdraw if a company goes too far past a customer’s comfort level.

For this reason, it’s imperative for travel companies to use mobile context data wisely, by explicitly asking for opt-in for the use of any personal consumer data, however small.


Multi-channel Engagement

New channels offered through apps and social media have converged with more traditional text messaging and email communications, to present an ever-expanding communication landscape. On top of this, today’s connected-consumers expect immediate interaction and aren’t shy about broadcasting negative experiences.

Consequently, travel companies must now have a responsive multi-channel mobile strategy to reach consumers how and when they want it. For example, when an airline has to communicate a flight delay, it must be ready to communicate this to each customer through an individual’s preferred channel - a phone call, text message, email, push notification, and even a social media post. What’s more, the airline should have an escalation strategy that includes a secondary channel should customers not respond.


These factors are what I believe are the most significant ways that mobile technologies can redefine the travel experience. As with the uptake of any new technology, while some travel companies are proving to be early adopters in seizing these new opportunities, others have yet to do so. However, if all companies don’t act soon, they may find their mobile-centric customers looking elsewhere for their travel bookings.

twn Are you sure that you want to switch to desktop version?