Modern travel retailing needs to evolve beyond great offers: industry players

Modern travel retailing will need to understand how customers think and behave, engage in real time, and deliver more content and best value to establish a memorable experience, opined industry leaders speaking at a recent Travelport trade webinar.

In explaining the impact of neuroscience on the travel purchase decision, Paul Zak, a neuroscience expert and CEO of Immersion Neuroscience, said wearable software devices can monitor the heart rate to measure oxytocin, a hormone released when people experience an emotion. Immersive experiences cause people to take action. When action and emotional resonance co-occur, experiences are enjoyable and memorable.

Greater personalisation, automation to drive future of travel retail, say industry experts
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