Skift Global Forum 2026: Real-Time Personalization
Insights from Skift Global Forum 2026 on using real-time preference data to convert travel browsers into actual bookers.
Stock photo for illustration only, not from the actual event
- Real-time personalization earns loyalty without relying on broad discounts.
- Brands must put preference data to use quickly to match marketing promises.
- European travel groups are outpacing North America in loyalty investments.
- Preference collection should be gradual and optional to avoid interrogation.
At a Skift Global Forum 2026 executive roundtable presented by Bloomreach, Graham Smith, Bloomreach’s strategic account executive for enterprise, joined travel industry executives to discuss turning browsers into bookers during long consideration cycles through timely, relevant engagement.
Facing intense competition, disruption, geopolitical tensions, and climate events, participants warned against relying solely on broad discounts. Instead, personalization offers a route to understand individual traveler needs, identify drop-off points, and provide compelling reasons to stay.
Stock photo for illustration only, not from the actual event
Smith highlighted Haven and On the Beach, a UK-based package holiday retailer, as European businesses building connected digital journeys while North American brands are just beginning to catch up.
Different value chain segments have distinct use cases. Airlines personalize pricing and baggage, hotels focus on on-property service and messaging, and resorts use apps or WhatsApp to guide guest bookings and excursions during their stay.
“I think it starts by proving to them that you know their preferences and understand how they engage,”
Graham Smith
Understanding real-time travel marketing strategies highlights how behavioral preference data has become crucial for differentiation. Rather than engaging in price-cutting wars that erode long-term revenue, leveraging technology to analyze individual needs enables brands targeted delivery at the exact moment customers need it most, a method European businesses are adopting to build sustainable loyalty.
When discussing how to collect traveler preferences without interrogation, participants suggested asking gradually, keeping participation optional, and quickly demonstrating value so travelers feel heard across emails, texts, and WhatsApp messages.
Source: Skift
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