A travel business is only as good as its data. Data informs us about what our customers have already done, what they're doing right now and what they plan to do in the future. Without it, we're guessing about what it is our customers want.
Data is also used by travel brands to ensure they are delivering the best deals to customers – travellers will naturally favour those firms offering the best deals, of course, so it makes lots of sense to go big on data.
Expedia, Hopper and Skyscanner are three such travel brands using big data to serve their customers. Paste Magazine explains exactly how they make use of the data available to them to make buying a trip easier and cheaper for the travellers that have downloaded their app.
Expedia partners with more than 400 airlines and 231,000 hotels to offer deals and savings to customers. The key to the entire business is its access to quality data, explains Tarran Street, head of technology public relations at Expedia.
"Expedia has access to better travel data than anyone in the industry," she told Paste. "Our back-end technology enables us to more fully and actively leverage relationships between Expedia's vast amount of data, between users, the searches they do, the hotels and flights and cars they look at, and the things they eventually buy."
By Street's own admission, Expedia relies heavily on real customer data to drive its 'test and learn' philosophy, which ensures travellers "get the right experience in order to feel confident about their travel decision".
Hopper, whose app has been downloaded more than 10 million times with 20 million-plus trips planned through it, uses data to predict and analyse airfare prices, letting its customers know when the cost of travel becomes more affordable.
It uses tech to process 300 billion flight prices on a daily basis, with its data archive going back hundreds of years.
The wealth of data it holds means it can anticipate different prices – knowledge which it passes on to its customers via a notification, giving them a better chance of buying their flights at rock-bottom prices.
Skyscanner has a similar mission: to help users save time and money by finding the best travel options for any location. With its app enjoying more than 50 million downloads and 1,000 partners from around the world, Skyscanner's use of indicative historical data is proving a big hit with users.
The key to its success is its self-built technology and its global reach which connects customers to everything the travel industry offers, Paste suggests.
The tech gives Skyscanner the ability to search millions of flights on a daily basis to help travellers compare the best options and find the cheapest flights
Our travel tech has in-built reporting tools which allow our clients to gain key insights into visitors to their site. These insights can be applied to giving your customers the best experience and best deals possible.