Destination Experience: Driven by Data, Inspired by Travelers

A Reuters Report featuring insights from IHG Hotels & Resorts, Visit California, Canada's AIR MILES Reward Program and Appnovation.

Whether they are planning, booking or experiencing a vacation, today’s travelers are more cautious than ever. Travel consumers are taking more time to research their plans and are using digital tools to do so.

In Reuters' latest Travel Report (opens in new window), they found more personalized, value-driven digital experiences to be one of the biggest opportunities for improvement for travel and tourism brands.

“Often personalization fails for companies when they have led with technology. In other words, they will try to implement a personalization platform without first defining the strategy – and where the data and content will come from to drive it. At Appnovation, we see technology as the hidden enabler of experience. We lead with the experience and the user in mind. That’s where human-centred design methodologies become essential.” Anton Morrison VP, Experience Design, Americas