With 86% of travellers now reported to value personalised offers, it’s becoming more of an expectation than an extra for the majority of consumers. Of course, capturing customer data is not always an easy task, and in order to provide a fair trade-off the end result must outweigh any potential privacy concerns. So, are brands stepping up to the plate? Here are a few examples of brands effectively implementing personalisation in a variety of different ways. Best Western Hotels might naturally need to encourage loyalty more than airlines - with greater competition for repeat bookings. Best Western wanted to personalise its emails in order to better engage both new and former customers. More specifically, the brand aimed to increase the number of downloads of its mobile app. In order to do so, it concentrated on the recipients' device and location. Get the full story at Econsultancy