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Econsultancy and Adobe spent a few months last summer trying to understand the requirements and challenges facing digital marketers and ecommerce executives in travel.

The report, produced to coincide with the Travel Technology Europe event in London this week, was the result of a series of in-depth interviews with nearly 200 senior figures from hotels, airlines, travel agencies, cruise operators and car rental companies from around the world.

Results are broken down into a series of areas, covering digital transformation, customer experience, mobile, data, personalisation and social media.

Mohammad Gaber, head of industry strategy and marketing, travel and hospitality, says:

“Delivering personalized digital and physical experiences in the travel and hospitality industry is not a new tactic.

“It’s always been pursued to a limited extent, and has traditionally focused on luxury and high-end segments.

“Delivering personalization at scale was hampered by affordability. However, the disruptive innovation of increasing data availability and mobile has changed the nature of the game, enabling us to know much more about the guest and respond to those inputs.

“Personalization is now scalable, which makes it affordable for delivery to the masses. Combined with improved product offerings, it has the potential to deliver a new golden era of travel.”

Here are the results…

Thinking about how digital technology has disrupted your industry, which statement best describes your organization today?

Thinking about how digital technology has disrupted your industry, which statement best describes your organization today?

Does your organization have an individual or function responsible for digital transformation?

Please rank the following competitive and environmental pressures in terms of impact on your business.

In the context of your digital strategy, in what areas is your organization most lacking skills and capabilities?

In the context of your digital strategy, in what areas will it be most important to develop capabilities over the next 12 months?

What are your organization’s top business priorities?

Do you enhance the on-property experience with technologies such as beacons and digital kiosks?

To what extent are the following people in your organization involved in making decisions about marketing technology investment?

What best describes your organization’s approach to marketing technology?