Analytics Makes a Positive Difference in the Recovering Travel Industry

The travel industry is looking toward analytics to better help them recover from the recession, says Heavy Reading IP Services Insider

Sep 26, 2011, 12:00 ET from Heavy Reading

CAMBRIDGE, Mass., Sept. 26, 2011 /PRNewswire/ -- As the travel industry continues to recover from the recession, it's imperative that each segment of the ecosystem better understand customer behavior, increase bookings and build revenue to their sites, which analytics makes possible, according to the latest report published by Heavy Reading IP Services Insider (, a subscription research service from Heavy Reading (

Travel Providers Get On Board With Insight From Analytics examines how companies in the travel ecosystem are using analytics today, as well as expected trends over the next 24 months. It details questions that analytics solutions are helping travel providers answer, as well as drivers expected in the space over the next 24 months. It also explores opportunities that service providers have in the industry, and it includes a comparative analysis of solutions available in the market, examining the geographic landscape of the market for service providers and challenges the industry presents.

For a list of companies covered in this report,

"Analytics is increasingly important to the travel industry for a number of reasons, including the sheer number of global travelers – especially the ever-lucrative business traveler segment – that continues to grow exponentially," says Denise Culver, research analyst with Heavy Reading IP Services Insider and author of the report. "According to a recent survey, the first quarter of 2011 saw an increase in travel, especially in relation to hotel bookings."

Analytics enables travel companies to understand all aspects of how to acquire, maintain and attract new customers to their websites, Culver says. "But as effective as analytics are for the travel industry, it's important to recognize the limits of applications," she notes. "Successful analytics solutions for the future will build upon a two-pronged approach: an application approach, which seeks to provide answers to business problems, and an analytic approach, which seeks to create an environment in which business users are always ready to answer the next – and often unanticipated – question."

Key findings of Travel Providers Get On Board With Insight From Analytics include the following:

  • Analytics enables travel companies to understand visitor behavior at both the segment and granular levels, giving them a way to address the competitive pressures of the market
  • The information gathered by travel companies is highly valuable, including historic data about sales, customers and operations, as well as future data about bookings, inventories and competitive information
  • The travel ecosystem most frequently uses analytics to answer questions pertaining to two broad categories: customers and profits
  • A number of factors are driving analytics in travel, including strong mobile adoption rates and the impact of social media
  • Service providers help travel sites prioritize website enhancements, streamline and optimize bookings

Contact Centers Find a Home in the Public Sector is available as part of an annual subscription (six issues) to Heavy Reading IP Services Insider, priced at $1,595. Individual reports are available for $900.

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SOURCE Heavy Reading