London-based travel analysts EyeforTravel" /> David H Boggs Search Marketing Blog: EyeforTravel releases State of Data and Analytics in Travel Report 2017

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EyeforTravel releases State of Data and Analytics in Travel Report 2017

25 September 2017 (Edited 25 September 2017)

London-based travel analysts EyeforTravel have reported the results of a survey of 450+ travel data professionals.


  • 65% of travel organizations have a data/analytics team, but most are small �" the majority fewer than 5 people.
  • Top 3 drivers of data/analytics programs:
  1. Enhance customer experience 17%
  2. Achieve competitive advantage 14%
  3. Improve conversion rates 14%
  • Kinds of data most used to drive insight
    • E-mail
    • CRM
    • Search
  • 7% don’t gather any data on customers.
  • 27% don’t have a clear understanding of what KPIs they should be measuring.
  • 70% do diagnostic analytics, but only 36% are able to use their data to create prescriptive analytics.
  • 47% are unable to deploy ads, prices, etc. in real time.
  • Fewer than 10% are able to track users across all devices and touchpoints.
  • 78% of marketers use social media in their campaigns.
  • 62% name Facebook as best performing social network.
  • Top 3 problem areas reported:
    • Data quality and cleanliness
    • Creating consistent data strategy
    • Integrating external data

There are some obvious problems here:

  • 7% of these analytics teams collect no data on customers??
  • If 27% don't know what KPIs they should be tracking, that's a failure of the higher-ups in these organizations - the people with bottom-line responsibility. Usually this happens in largish, bureaucratic organizations where the people doing the work are far from the decisionmakers. And it makes them less competitive than entrepreneurial organizations.
  • Almost half of teams surveyed are unable to make real-time changes - that's a big handicap in travel.
  • Tracking obviously needs work.

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