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As recovery continues, guest preferences are clear via their rapid adoption of contactless technologies. Find out how travel brands can connect with their guests and move from contactless experiences to contactless loyalty in the new travel landscape.
The travel industry has been upended by COVID-19.
During the shutdown, non-essential business travel came to a halt, and recreational travel saw a steady decline. Travel brands have had to shift rapidly to survive. Guest communication is more important than ever. Whether its regarding safety measures, booking updates, or promotions for future travel, brands have begun to experiment with what we’re calling contactless loyalty—finding a way to delight and bond with customers in the absence of face-to-face interactions.
We’re seeing a massive shift in guest behaviors across generations as futuristic technologies move to the forefront of brand-guest interactions. Travel brands have pivoted their approach to engaging with travelers during this time, and have focused on reaching travelers with messages that resonate with them wherever they are in their journey.
From pumping gas to checking in at the airport, travel has typically involved contacting high-touch surfaces. Technologies such as touchless hover sensors have increased in popularity over the years—and guests especially prefer it now. Installing this technology can be relatively inexpensive and makes spaces like elevators and ATMs feel safer.
For travel…
Many hotels are rethinking their spaces, using contactless technology for access and payments across their properties.Both Hilton and Marriott have mobile check-in and payments, as well as keyless room entry via their apps
Marriott has created a Global Cleanliness Council to roll out new standards around hospital-grade sanitation. As a part of its Global Cleanliness Council, Marriott is testing ultraviolet light technology to sanitize room card keys across all properties, and they’ve rolled out mobile check-in and keyless entry across 3,300+ hotels.
Mobile check-in means guests don’t have to wait in line or have an employee handle their room key first. Instead, check-in and key retrieval are handled within the Marriott Bonvoy app. After 4pm, travelers receive a push notification to check in and another notification when their room is ready. Travelers can then unlock their room with their phone, smartwatch, or voice assistant.
At the conclusion of their stay, guests can check out through their phone and have their receipt emailed, again allowing them to skip the front desk and keep a safe distance from other travelers. These efforts engender trust and loyalty by addressing the human emotional needs around comfort and safety
While people will begin to travel again at their own pace, it’s imperative for travel brands to demonstrate to guests they’re thinking of them and appreciate their business.
You’ll need to make your most valuable guests feel valued. Loyalty is achieved through emotional and rational interactions, so think of ways (beyond transactions) that guests can engage with you. Brands must then elevate those intangible experiences and services. Travel is an experience, and travel brands must work overtime to ensure guests have a positive one.
As the world is moving increasingly contactless, it’s more important than ever for travel to build long-lasting loyalty with guests. Although travel brands have particular difficulties facing the post-COVID era, there are many ways for them to align themselves so that they can rebound once travel resumes in full. Lay the groundwork now and enjoy the fruits of a full recovery later on.
Download our e-book on “Contactless Loyalty: Building lasting connections in an increasingly contactless world” to learn more.We define the concept of contactless loyalty, share current consumer trends, and provide four steps to creating contactless loyalty.