But accomplishing this is no easy feat. As travel brands across all industry sectors are starting to realize, the process of understanding the customer journey, and what travelers want in the moment, requires a more tailored approach to marketing than what’s currently offered. It will require a willingness to take personalization to the next level, evolving beyond broad-based target segments and commodity products to offer exactly the right product, to the right customer, at the right time.

To do that, today’s top travel brands must get smarter about how they gather and use customer data, using that knowledge to deliver customized, real-time marketing at scale.