The travel industry is experiencing a major digital transformation, with technology firms like Travelport offering agencies and airlines innovative booking and payment capabilities to give end users a more seamless and integrated experience. Behind the scenes, Travelport’s VP of marketing and product incubation, Jason Nash, is also investing in new technology capabilities, digital offerings and a culture of innovation to help drive its more targeted customer agenda. For Nash, the new digital travel experience all starts with truly understanding your customer segments. “Some customer segments want to only communicate though certain channels. And with all the digital and social channels available today, marketing is not just a broadcasting mechanism anymore, but also a listening mechanism as well,” he commented. “At Travelport, we cover the entire gamut of tourist sector and agencies, so it’s important we understand all our different customer groups that have quite different needs and requirements.” With digital on top of the travel retail agenda, a lot of Travelport customers are talking about the need to be digital retailers, as opposed to travel agents, Nash said. Get the full story at CMO