--- title: "Destination Experience: Reinvent the Future of Travel · Appnovation" url: "https://www.appnovation.com/insights/destination-experience-driven-by-data-inspired-by-travelers" description: "Whether they are planning, booking or experiencing a vacation, today’s travelers are more cautious than ever." --- White paper # Destination Experience: Driven by Data, Inspired by Travelers 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, they found more personalized, value-driven digital experiences to be one of the biggest opportunities for improvement for travel and tourism brands. [![](https://cdn.sanity.io/images/ey850001/production/bbdd32aa4f483bc8417155e77494cdbf6d81e377-68x68.jpg?w=68&auto=format) Appnovation](/people/appnovation.md) Jan 05, 2022 1 min read ![Destination Experience: Driven by Data, Inspired by Travelers](https://cdn.sanity.io/images/ey850001/production/5009dadef82c9432c458f6667463a1cbdbb44541-1200x644.jpg?w=1400&auto=format) ### 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)](https://cdn.sanity.io/files/qwv4krnv/production/99e0affd35afa26866f9441608e961d4f8e30a88.pdf), 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 [![](https://cdn.sanity.io/images/ey850001/production/bbdd32aa4f483bc8417155e77494cdbf6d81e377-68x68.jpg?w=68&auto=format) Appnovation Appnovation](/people/appnovation.md) ## Keep reading [![The New World Is Customer-Centric: How To Close The CX Gap In 2020 And Beyond.](https://cdn.sanity.io/images/ey850001/production/20e1be8e0ecae22db1e5f0164c97b1e7a0a64235-1440x600.png?w=640&auto=format)](/insights/2020-04-new-world-customer-centric-how-close-cx-gap-2020-and-beyond.md) White paper · 2 min Apr 21, 2020 ### [The New World Is Customer-Centric: How To Close The CX Gap In 2020 And Beyond.](/insights/2020-04-new-world-customer-centric-how-close-cx-gap-2020-and-beyond.md) “The customer experience gap is very real. The companies that can learn to respond to changes and close the gap the quickest will succeed, today and in the future”, says Allison Humphries, VP Strategy, Americas [Appnovation](/people/appnovation.md) White paper ## Get the thinking, *before everyone else.* One considered email a month. New essays, field notes from live engagements, and the occasional strong opinion. No noise.