Every time a traveller accesses a particular website or an app for new trip ideas or any other trip requirement, the onus is on travel companies to make the most of it. It essentially means that every digital touchpoint should seamlessly help travellers whenever they are seeking information or ready to complete a transaction. To work this out travel entities need to capitalize on structured and unstructured data associated with a traveller. Such data needs to be aggregated and analysed to identify the intent of the traveller, and when this is done appropriately, it results in a unique user profile. This accounts for online visits based on in session data, behavioral data, historic data, CRM data, 3rd party data etc. The focus of such exercise is on offering meaningful content or cross-sell and up-sell recommendations. These are directly related to the profile of the customer, their behavior and the stage of the traveller’s journey. Let’s assess how Chinese website Qyer.com is using big data and analytics to serve customers in the multi-channel, multi-device shopping environment. (Alibaba made a strategic investment in Qyer.com in 2013). Qyer.com’s main focus is to help outbound independent travellers with their travel decision-making. Get the full story at China Travel News