If You Can't Do Personalisation Well, Then Don't, Say Travel Leaders in One Connected Community's (OCC) Latest Whitepaper on Meeting Modern Customer Expectations

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Thomas Cook, London City Aiport, Skyscanner and Starboard Hotel executives agree that personalisation must be done well, or not at all, in One Connect Community's (OCC) whitepaper, "Reclaim Direct, Profitable Relationships with Customers." OCC speaks to 18 senior executives throughout the travel industry to identify key pain points and winning innovation around meeting modern customer expectations for seamless experiences across the entire journey - with some surprise findings.

Whether it's honing in on what your customer wants, or creating an unforgettable, personal experience, one thing is clear - the customer will rule in 2017.

As Alan Friggieri, Digital Director, The Hoxton says: "You have to think about the ways you can bring that information to people at different points within their journey.

"So, at the beginning of their journey it’s much more about romanticising around the location or the brand (probably on mobile), as they go further into the journey and get closer to making that decision, that’s where more practical information comes in. Figuring out what information people need at a given point and how we present that to them on each channel is the key.”

For all travel brands, it's never been more important to meet and surpass the expectations of today’s, and tomorrow’s customers.

OCC's newly published 14-page whitepaper offers invaluable insight into where travel brands must invest time; money and energy to deliver customer experiences that truly stand-out.

With exclusive visionary input from senior executives at Thomas Cook, London City Airport, Skyscanner and Starboard Hotels, the OCC whitepaper identifies three crucial themes:

  • Personalised touch points, driven by actionable data insights
  • Bridging the gap between digital and human experience
  • Enabling a single view of the customer

OCC's newly published whitepaper; "Reclaim Direct, Profitable Relationships with Customer" is available to download in full here:


The OCC whitepaper identifies a distinctive customer journey, one that see-saws between online and offline (i.e. mobile, to store).

This means travel brands must connect with customers across different channels simultaneously and seamlessly – a huge theme throughout OCC’s on-going research. For example, travellers should be able to research flights and hotels online, check the availability and cost on mobile, then book the holiday in-person.

It’s time to remove the road blocks, says Brian Hogg, Head of Digital Delivery, Thomas Cook.

“If you’re one of the many people – as our research shows – that find their holiday while sitting on the loo or train, we don’t make it that easy for you to go away and discuss that for a couple of days, then go into a nearby store and pick-up that same search result and convert it into a sale.

“Our task over coming years is to find a way to remove the blockers, so we can help customers find the product more easily. Focusing on how we tailor our offers – based on their history, demographics and previous purchases – when they come back, irrelevant of channel."

Right now, it’s crucial to recognise and understand the customer journey across all touch points. To drive bookings and loyalty, you must give customers the experiences they want and keep those experiences consistent across all touch points (delivering excellence in every single interaction).

OCC's newly published whitepaper includes a range of travel stakeholders, providing invaluable lessons to help all brands successfully innovate across mobile, online and in-person.

Read the full OCC whitepaper here to get unique and timely insights now:


George Kiley at One Connected Community says: "In today’s highly competitive marketplace, travel brands can’t afford to miss the boat. This whitepaper provides original, authentic and fresh insight on delivering better customer experiences across the travel journey."

About OCC

Specialist consultancy, workshops and research on the role of people, processes and technology in customer experience, transformation and outcome driven innovation.

Our partners research and share inspirational stories that highlight how technology and engaging customer experiences make a real difference to the bottom line.

We invite the most influential figures to challenge, transform and define the future of customer experience across industry-leading talks, round tables, whitepapers and short-form video content.

Founded on a social enterprise model, since 2013, proceeds support London’s young adults who have learning disabilities.

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