Latest News  

TELUS International Europe: Why tailoring customer service to Millennials and Baby Boomers is key for travel and hospitality

Personalization is no longer a gentle undercurrent for businesses looking to compete in today's fast-paced marketplace; it's more like a rip tide threatening to pull those who are too slow to adapt into an undertow

2017-06-13 22:12:34





Grégoire Vigroux
Vice-President Marketing of TELUS International Europe


The good news is that most travel and hospitality companies already have everything they need to come ashore: customer insight in the form of demographic data. With consumers more open to sharing personal information than ever before, the time is right to tailor offerings and services to differing demographic needs.

Creating a better customer experience


Whether booking a cruise online or engaging with a hotel contact center, customers expect a dialogue that's designed for them and them alone. In a crowded travel market, companies that can harness the power of data and use it to personalize customer interactions stand to gain more business and enhanced customer loyalty, along with the knowledge that their guests are getting a better experience overall.

The issue to note, however, is that the definition of "a better experience" is bound to vary from one customer segment to the next. Not only do consumers travel for different reasons, but they may seek out a hospitality brand based on an entirely different set of requirements and expectations.

For Baby Boomers, genealogical tourism — in which customers plan their travels around locations that have ancestral meaning — is currently a hot trend. Meanwhile, Millennials are seeking adventures that diverge from the typical tourist attractions, instead choosing to immerse themselves in the local culture.

The importance of demographic data


There are countless ways that demographic information can inform how a customer service agent engages with a guest, or how a travel package is sold. Grasping that a Baby Boomer's requirements for a hotel room aren't the same as those of a Millennial customer helps companies create the personalized interchange guests are looking for.

When hotels use demographic data to adjust their service strategy, they're able to differentiate themselves from rival brands and generate interest among their various target audiences. It's helpful for hospitality companies to know, for example, that 44 percent of Millennials favor booking hotel services from a mobile phone, as reported by The New York Times last year. In its analysis of what Millennials want from the hotels they visit, the Times also found that younger consumers opt for high-tech features. This intelligence is what drove Starwood Hotels-owned Aloft Manhattan to launch a pilot program that supplemented human operators with a text message-based room service menu that allows guests to place their food orders using emojis.

It should be noted, however, that demographics alone don't always paint the whole picture. According to Carrie Russell, the Vancouver-based managing director of Consulting & Valuation at HVS, "It's not necessarily the age of the customer but their mindset, since you can get a 50-year-old adventurous traveler who might seek out similar things to a 25-year-old traveler."

Demographic information is a terrific starting point and can go a long way toward helping you read current and future guests. But as Russell adds, "It's also about the personality of that person" — making guest surveys and other means of collecting information on past experiences and desired future services a continued benefit to brands.

Leverage social data to customize service


Another way for hospitality brands to harvest customer data and gain deeper insight into the makeup of their target audience it to leverage Facebook's Audience Insights. Aside from basic demographic information, the tool — which is part of Facebook's business offering — allows companies to pull data related to specific interests and habits (i.e. yoga, coffee houses, shopping for beauty products, and so on) from their target audience's Facebook profile pages. The information gleaned from this tool can be used to determine which services and local attractions booking agents choose to emphasize when they speak with customers.

To create memorable experiences and customer interactions, hospitality brands must thoroughly understand their guests. Tailoring services to the differing needs of each demographic is a key attribute of success. As Forrester noted in its 2017 predictions report, consumers "will reward companies that can anticipate their personal needs and wants." The better travel-industry companies become at linking demographics to customer communication, the happier their guests will be.

Keep up-to-date with the latest thinking about BPO, ITO and Contact Center solutions. Each month, TELUS International, a global provider of contact center outsourcing and BPO solutions, shares insights on the latest customer service trends.

Related articles: www.telusinternational-europe.com /
www.telusinternational.com


0 COMMENTS ^ Go back to Top
WRITE A COMMENT ^ Go back to Top
 
Your email address will not be published.
Nickname
Email
Comment
Validation Code
   
 
 
NEWS
Smartree: Software development field interests Romanians living abroad

Romanians abroad wishing to return to the country could be attracted by the IT domain, and more precisely the software development branch, according to a study conducted by Smartree.

 Read Full article »
Norwegian software developer leases 4.200 sqm in Iulius' Unites Business Center 3

Iulius Company and Visma Software, a Norwegian developer of business management software solutions, have signed a lease agreement for office premises within the United Business Center 3 (UBC 3) office building

 Read Full article »
Oracle hires 1000 sales representatives to boost cloud services in EMEA

Oracle announced 1000 new jobs in Europe, Middle East and Africa. Under the Change Happens Here banner, the company is hunting for the next generation of ambitious, driven, digitally savvy Sales Representative

 Read Full article »
Academy Plus programming school opens at Bucharest with 120 available places

ACADEMY+PLUS, the free of charge programming school launched three years ago at Cluj in partnership with École 42 in Paris, opens also at Bucharest with 120 available places to those who want to learn programm

 Read Full article »
AI to drive GDP gains of 15.7 trillion dollars with productivity, personalisation improvements

Global GDP will be 14% higher in 2030 as a result of AI – the equivalent of an additional 15.7 trillion US dollars, a recent research report of PwC states. This makes it the biggest commercial opportunity in

 Read Full article »
TotalSoft appoints Adina Gurgu as Chief Technology Officer

TotalSoft, one of the leading ERP and financial solutions providers internationally, announces the appointment of Adina Gurgu as Chief Technology Officer (CTO), who will be starting August responsible with spea

 Read Full article »
Czech ALEF Group acquires local company and enters Romanian market

Czech IT systems and equipment supplier ALEF Group announced it had acquired Romanian peer company Likeit Solution for an undisclosed sum.

 Read Full article »
3Pillar Global expands with third development center in Romania

US-based IT services provider 3Pillar Global will open the third development center in Romania this August, in Iasi, to be locatedin Moldova Business Center.

 Read Full article »
DB Global Technology reaches 800 people, 150 people joined this year

B Global Technology, Deutsche Bank's technology center in Bucharest, has reached the 800 staff milestone, with over 150 people joining the team in 2017.

 Read Full article »
Regional operations centers give Romania's real estate market a boost

With a 4.8 per cent GDP growth in 2016 and the highest estimated growth rate in 2017 among EU member states, Romania has become an increasingly attractive destination for regional operations centers.

 Read Full article »
 
MOST RECENT VIDEO
 
 
MOST READ ARTICLES
» ROMANIAN OUTSOURCING AWARDS FOR EXCELL...
» EY: Work-life balance has become more ...
» Stefanini officially launches the offi...
» Romania ranks second in Deloitte's CE ...
» Welcome onboard!
» AI to drive GDP gains of 15.7 trillion...
» Bombardier: from Bucharest subway to t...
» GM to open a call center at Bucharest
» Exclusive OT print issue: Genpact may ...
» Manpower:Romania has world's third hig...
 
EDITOR CHOICE
EY: Work-life balance has become more difficult to be managed by one third of full-time employees in 8 large countries

EY's global survey of full-time workers in eight countries finds that one-third say managing work-life has become more difficult, with younger generations and parents hit hardest.

 Read Full article »
Welcome onboard!

By 2020, some 200.000 people are expected to work in business shared services in Romania, doubling the current employment portfolio enrolled in more than 120 companies operating BPO, SSC or ITO services. Howeve

 Read Full article »
Thierry Blain, SG EBS: Bringing teams to the next level

The journey of Societe Generale European Business Services began with the need for a strategic location to sustain and transform European operations of Societe Generale Group. The purpose was, from the early da

 Read Full article »
TELUS International Europe: Issue 3 - Customers First magazine! Strategy and innovation in travel and hospitality

The third issue of our Customers First magazine is now available! The latest edition is all about travel and hospitality, featuring insights from industry experts and top brands like JetBlue, Turo, Joie de Vivr

 Read Full article »
The future is now - Review of Romanian Outsourcing Summit, 2017

Romania delivers services in 25 languages with more than 100,000 specialists employed in the outsourcing industry and business services, and based on an estimated growth of 15-20 per cent, it is estimated to re

 Read Full article »
Latest News  
 
about us | newsletter | contact | members area
Copyright © 2015 by Diplomat Media Events Design by Diplomat Media Events