top the benchmark results for a record fifth consecutive wave. Awareness of the sites personalisation features is higher than any other travel site with 3 out of 5 (60%) of shoppers aware they are being served personalised content compared to the lowly study average of just 1 in 5 (or 20%). Simple techniques, such as saved searches directly accessible and clearly labelled on the homepage landed well with users. Analysis of results shows that where personalised content is encountered and recognised, 90% of surveyors rate the content and experience they get as ‘excellent’ or ‘good’. However, despite the majority of travel sites deploying some form of personalisation strategy, a sizeable proportion are going unnoticed – and signals to the digital travel industry that more needs to be done in order to capitalise on the growing number of digital travel shoppers. Derek Eccleston, Chief Development Officer at eDigitalResearch (edr), explains, “Personalisation is a growing trend in the digital customer experience sphere and a fantastic way of evoking an emotional reaction from customers and creating a lasting connection. The fact that so many travel brands are putting effort into creating techniques that are going unnoticed by users means that they’re missing out on this opportunity and the potential it can offer. With an estimated $168 billion spent online last year for travel, the digital customer experience has never been so important”. Get the full story at eDigitalResearch