Big data & travel
By Mike Thacker-Cooke
12th April 2017

Summer is on its way and so is the holiday season. Big data is revolutionising many industries, from healthcare to recruitment, and the travel industry is no different. Like many industries driven by consumers travel companies are relying heavily on big data to truly understand their customers, and become market leaders. 

Booking

Many of us now use price comparison sites and holiday websites to book, rather than going into a travel agent on the high-street. With hundreds of these websites to choose from and hundreds of deals the company has to know who to target. By collecting data from social media networks and analysing what people like, or don’t like, companies can use targeted advertising with tailored made messages.

And it’s not just getting you to their site where big data and analytics is being used. In order for the website to create the best deal for you it has to have a huge database in which to search, and as there are plenty of websites offering the same thing they have to make sure they doing this quickly. As an example one German travel company built its own big data system so that it is able to process 1000 queries per second, searching 18 billion offers and delivering an answer to the consumer within a second!

At the airport

It’s not just digital platforms that can utilise big data to affect your journey; airports are collecting information as well. Big data is being used in the airport to measure the amount of people currently in the building, and which areas are most busy in real-time.

They are also collecting data based on the movements of people once through the security gates, by tracking how far people walk from their departure gate and what direction people naturally travel in they can make better plans and preparation for where to put shops and restaurants. 

Hotel

Hotels are also using big data to improve customer experience. In this online world it is easy to find out if a hotel is good or not as many people now leave reviews and recommendations. Hotels collecting this data can spot where their weaker points may be and can then discover how to improve upon this.

They can also analyse consumer behaviour as well as social media to find out what their customers want at a certain time of the year. By finding out what the customer actually wants the hotel can know where to focus and allow for a better service and customer experience.

Big data really is revolutionising in the travel industry and it having a massive impact on our journey, from booking the holiday to actually going on it. And the data that is being collected is only going to grow and, hopefully, improve our travel experience!

How do you think big data can affect the travel industry? Do you think travel companies can do more with big data to improve customer experience? Let me know your thoughts in the comments below.

KDR Recruitment is the home of the best Information Management and Analytics jobs. Where do you see the future of tech? Have you say in our industry wide survey!

This blog was originally published on LinkedIn. To read the original article click here

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