{"id":90152,"date":"2024-08-13T07:27:20","date_gmt":"2024-08-13T14:27:20","guid":{"rendered":"https:\/\/zetaglobal.com\/?post_type=insight&p=90152"},"modified":"2025-04-08T06:20:53","modified_gmt":"2025-04-08T13:20:53","slug":"using-intelligence-to-drive-customer-growth-in-travel-and-hospitality","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/using-intelligence-to-drive-customer-growth-in-travel-and-hospitality\/","title":{"rendered":"Using Intelligence to Drive Customer Growth in Travel and Hospitality"},"content":{"rendered":"\t\t
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If you feel like everyone is on vacation right now, you might be right. Despite macroeconomic instability and other financial headwinds, the travel industry is still in a post-COVID boom. According to McKinsey, the 75% travel decline of 2020 is set to finally recover by the end of 2024.<\/p>

And the World Travel & Tourism Council is projecting a record-breaking 2024 for Travel & Tourism, with the sector\u2019s global economic contribution set to reach an all-time high of $11.1 trillion.\u00a0<\/a><\/p>

\"Person<\/p>

This might all sound great for travel companies, and it is, but customer perceptions around travel are changing just as quickly. The travel industry isn\u2019t as predictable as it once was.<\/span><\/p>

Last year, we spotted a trend in the Zeta Data Cloud that showed growth in \u201cbleisure\u201d (business and leisure) travel. This means that someone traveling for work might extend their stay for pleasure. Moreover, people are traveling more frequently during the off-season, further complicating forecasting trend analysis for marketers.<\/span><\/p>

All of these changes result in an increasingly complex travel research and booking cycle. There are no rules anymore that marketers can rely on. The pre-trip planning process is changing by the day, not to mention in-trip research and post-trip follow-ups.<\/p>

To succeed, marketers need to be able to capitalize on in-the-minute intent by catering to consumers at all times through multiple channels. It\u2019s also increasingly important to be able to isolate and act on customer intent and understand the purpose underpinning travel plans. These signals are the key to unlocking sustained growth in the coming months and years.<\/p>

All of these new problems can be solved with better intelligence. Not just \u201cdata,\u201d but baked-in intelligence and AI that is at the heart of decision-making processes.<\/p>

In this post, we\u2019ll explore three ways that you can leverage your data to better understand and isolate customer intent, attract and retain high-value travelers, and create experiences that have your customers wanderlusting for their next trip once they\u2019re back home.<\/p>

Start By Getting Closer to the Data<\/h2>

It\u2019s time to revisit how technology and AI can be leveraged to drive growth and delight customers. According to a study by Forrester Consulting, commissioned by Zeta, almost half of marketers don\u2019t trust their tech stacks. Marketers report that fragmented technology leads to:<\/p>