Report offers insights on how marketers are using technology like identity resolution to capture the attention of travelers in new ways.

Loyalty360, in collaboration with Wunderkind, has released a new report titled Enhancing Booking Experiences with Customer Identity Resolution: Loyalty360 Brand Marketer Research. This report provides insights from nearly 100 marketers across the travel, hospitality, and ticketing industries, focusing on the impact of identity resolution on booking experiences.

Key Findings and Insights

• Importance of Customer Identification: Mark Johnson, CEO of Loyalty360, underscores the necessity of understanding and identifying customers across multiple channels in the highly competitive travel, hospitality, and ticketing sectors. The report highlights how advanced identity resolution technologies are enabling brands to deliver personalized and engaging booking experiences.

• Survey Insights: Conducted in early 2024, the survey reveals marketers' perspectives on the tools, technologies, and benefits of identity resolution. Key findings include:

  • Challenges: Difficulty in identifying customers across devices and channels, particularly when third-party online travel agencies (OTAs) are involved.
  • Solutions: Effective use of identity resolution tools and strategies to overcome these challenges and enhance customer engagement.

Industry Challenges and Solutions

• Cookie Deprecation and Ad Costs: With the phase-out of cookies and rising advertising costs, marketers face significant challenges. Ronen Kadosh, Head of Travel and Ticketing at Wunderkind, emphasizes the potential of contextual identity resolution to positively impact revenue, drawing from its success in retail and eCommerce.

• Report Insights: The report provides both quantitative and qualitative data on:

  • Brands' Understanding: Knowledge and considerations regarding identity resolution tools.
  • Business Priorities: Objectives for driving new business in the next 18 months.
  • Technology Adoption: Self-assessments of being "technology-first" or lagging behind competitors.
  • Cookie Deprecation Impact: Effects on digital marketing strategies.

Enhancing Booking Experiences with Customer Identity Resolution offers valuable insights into how identity resolution can transform booking experiences in travel, hospitality, and ticketing. The report is available for download on Loyalty360.org and provides actionable guidance for brands looking to enhance customer loyalty and engagement.