“It’s becoming harder and harder to stand out,” confirmed Loni Stark, senior director of strategy and product marketing at Adobe, in an interview with CMO.com. “Many brands are setting the bar higher by engaging with customers on a personal level with content and messaging that is personalized, relevant, and more likely to garner engagement.” Despite this, many travel brands still struggle to meet the personalization demands of consumers. Consider that in Skift and Adobe’s 2018 Digital Transformation Report only 36 percent of travel executives rated their company’s current personalization efforts as a four or five on a scale of one to five. The challenge is further illustrated by the results of a survey published at Adobe’s North American 2018 Summit, in which consumers were asked to rate various digital experiences based on what they expect versus what impresses them. The survey confirmed that younger travelers view personalized experiences as an expectation when choosing their favorite travel brands. “Millennials in the 25 to 34-year-old demographic are less likely to be impressed versus having an expectation around travel experiences,” said Julie Hoffmann, Adobe’s head of industry strategy for travel. “These global travelers are setting the bar as they move into the primary travel demographic over the next 10 years.” Get the full story at Skift Read also "U.S. travelers primed for personalization" at Hospitality.Net