Travel marketers claim to be making the customer journey a priority for 2020. Research from Yieldify shows that only 1% have no plans to work on them next year, down from 15% who said the same in 2018.
Respondents to the State of Customer Optimization study highlighted challenges such as new privacy regulations which is hampering the efforts of 38% of marketers.
Not having the right tools was also named in the top three challenges after the ability to demonstrate return on investment.
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Overall, travel marketers say they are satisfied with the customer journey, with 87% saying they happy with optimization across multiple channels compared to 62% in 2018.
Respondents also reported developments in conversion rates - satisfaction increased from 61% in 2018 to 86% in 2019.
Travel marketers also express greater understanding of customer journeys across multiple channels, with satisfaction levels increasing from 69% last year to 83% currently.
And, they claim to have a better grasp of defining customer optimization as opposed to conversion rate optimization and personalization.
Perhaps of little surprise is that respondents also say they are seeing greater success in technology.
Going forward, many travel marketers, 53%, say they plan to prioritize investment in dedicated solutions for customer journey optimization.
* The full report can be downloaded here.