Forrester Travel Spotlight: Identity drives customer satisfaction

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For travel brands, understanding the individual across their travel journey is key to marketing success. But it’s also one of the hardest things to get right.

To better understand how travel brands are using identity resolution in their marketing, Epsilon-Conversant commissioned Forrester Consulting to evaluate the state of identity resolution strategies at U.S. enterprises.

Forrester found that of the industries surveyed, travel brands’ identity resolution programs are the least mature. Fewer than half of travel brands are capable of fundamental identity resolutions capabilities like:

  • Building a single customer profile
  • Identifying customers across devices
  • Leveraging profiles to activate audiences across touchpoints

Which begs the question: How effective are most travel brands’ marketing efforts?

The Forrester research assesses how travel marketers are really using identity resolution today, the gaps in their strategies and recommendations to get on the right path.