Make your customers feel safe knowing that their data is used ethically and stored securely

Can travel businesses love the potential but dread the consequences of storing and using customer data?

Travel companies collect a wealth of customer data to monitor behavior and deliver unique and personalized customer experiences. The information gathered from the booking process right through to follow-up feedback emails, enables companies to create targeted communications to increase sales, manage customer expectations, and improve customer retention rates. It’s also an opportunity to build rapport and keep customers informed of any changes to their itineraries or disruptions to their travel plans.

This stream of customer-centric data innovation has the potential to shape a bright, new digital future for the travel industry. But one key theme must remain top of mind: travel companies will only retain customer loyalty if they can provide reassurance that their data is secure and used ethically.

Let’s give you an example of the situation we all fear.

Many travelers aren’t aware of how their data is used and who it’s shared with. And, frequently, legacy travel management systems have limited data tracking capabilities.

For example, millions of passengers of multiple airlines were surprised to receive emails about a data breach at SITA some time back. The data breach was the result of a cyber-attack and, thankfully, SITA reacted swiftly to contain it. There’s also no indication that any of the airlines acted illegally or unethically. However, while the data sharing was perfectly legitimate, this was the first time many customers became aware of it.

How quickly could you react to a data-sharing audit request?

Being able to tell customers exactly when and why their data is shared is a big step toward gaining their trust and loyalty. To do this, travel companies need structured data and access files. That’s where TravelOperations can help, by seamlessly integrating booking and customer data from all sources into an aggregated single view of the customer.

Every data entry is logged and easily accessible. That means you can respond quickly and confidently to any customer questions about data sharing without it involving hours of manual work and the risk of errors.

Data sharing is on the increase in the travel industry. It’s an inevitable, key part of the microservice revolution. It’s also a positive signal; demonstrating the increasing customer-centricity of the sector. But, to manage and exploit this trend effectively and ethically, travel companies need the ability to give customers accurate data audits.