In its “Travel Trends 2025” study, HBX reveals that hyper-personalization will be one of the trends in travel in 2025.
According to the study Travel Trends 2025 carried out by HBX (formerly Hotelbeds Group), consumers are willing to spend 67% more for the same product, provided they benefit from a better purchasing experience. This trend, revealed during MarketHub 2024 by Rebby John, Senior Director of Sales Engineering at Salesloft, places customer experience at the heart of companies’ priorities.
Hyper-personalization is not new to the sector, but it is coming back to the forefront thanks to the rise of artificial intelligence. To implement AI projects, data must be qualified and segmented. Companies have therefore worked more on their databases in recent years.
Hyper-personalization from inspiration
The study reminds us that hyper-personalization begins well before the act of purchase or the trip itself. Now, consumers expect even the dream and inspiration phase to be tailored to their desires. For players in the sector (airlines, accommodation, etc.) understanding the psychology of their ideal clientele is an essential step. By crafting specific advertising campaigns for well-defined segments, brands can establish an emotional connection and precisely meet travelers’ expectations.
It is now possible to create tailor-made online experiences, even with a limited budget, assures HBX. Dynamic ads allow visuals, messages and demographics to be adjusted to meet the expectations of different segments. However, for companies with greater financial resources, investing in content, creation and digital marketing remains crucial.
Human creativity remains essential
Although artificial intelligence and machine learning play a growing role in analyzing user data to produce dynamic ads, human creativity remains essential. Unlike AI, human creators can offer original perspectives and track emerging trends in real time. Additionally, consumer distrust of AI remains high: according to a Statista survey, 90% of Europeans do not find AI-based product recommendations very useful.
Personalization beyond marketing
Besides communication, travel brands can boost customer engagement through personalized offers. According to a November 2024 survey conducted by Statista, 92% of consumers enjoy exchanging their personal data for discounts or coupons. Loyalty points, early access to offers or exclusive experiences are among the most valued benefits.
All 2025 trends are available here
Opening photo generated with AI by btiger
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