As consumers continue to use a number of devices to research and fulfil their travel needs, companies also need to offer consumers ways to identify themselves and continue to recognise them personally each time they access the site from their mobile, laptop or tablet creating a seamless, personalised customer experience that is conducive to purchasing. Travel companies have a huge opportunity to use big data to personalise the shopping experience online and ‘targeting and personalisation’ was highlighted as their top digital priority for 2015. With so many people spending a lot of money booking their travel online, businesses cannot afford to neglect the user experience, particularly when it comes to the check out and the booking process. Get the full story at eConsultancy