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EyeforTravel: Why the travel industry is struggling to create strong digital brands
Travel companies are struggling to transform themselves for the digital age, with digital transformation, technological and data siloes and internal data quality their top three internal challenges.According to the World Economic Forum, digitisation in the aviation, travel and tourism industries is expected to create up to USD 305 billion in value through increased profitability up to 2025. This should make digitisation a key priority for the travel industry, however, achieving a strong platform to do so is proving difficult for travel brands. This is one of the findings from the new white paper ‘Understanding Customer Behaviour Through Demand-Based Analytics’ from EyeforTravel and Datumize.In a major survey of the industry featured in the white paper, travel suppliers (accommodation, car hire, cruise, ground transport, airlines & tour operators) said that their greatest internal issue is digital transformation (34.4% of respondents). This is followed by technological alignment (30.5%) and the perennial concern of data siloes and internal data quality (29%), both of which are critical to achieving a digital brand fit for the 21st century.
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