Skift Take

Personalization is playing a growing role for today’s travelers, but it’s important to leverage technology to achieve authentic experiences without losing sight of the human connection.

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“We’re entering into a new golden era of travel. At the click of a button, or tap of a screen, you can transform yourself.” Julie Hoffmann, head of industry strategy, travel and hospitality at Adobe, opened her presentation at Skift Global Forum 2017 by talking about the increasing accessibility of travel, and how it has the ability to change who we are and how we view the world.

Brands are catching on. She explained how brands in the travel space are starting to shift from focusing on transactional interactions with travelers to “uplevel” the experience and bringing back moments of joy. Fortunately, customers are willing to provide personal data to allow brands to bring this to life. However, it goes beyond technology. Vision, strategy, and the ability to anticipate what customers want is what takes an experience from good to extraordinary.

Lilian Tomovich, chief experience officer and chief marketing officer of MGM Resorts International, further explained how brands can achieve personalization in a non-personalized world. As Tomovich said, “Experience needs to be delivered by real people, and technology needs to be the enhancer of it.” As technology encompasses more and more of our everyday life, we risk the lost art of human connection. She shared what MGM Resorts is working on from a personalization perspective, and how the company leverages digital to drive better guest experiences, without losing sight of customer engagement and human interaction.

Watch the full presentation below.

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Tags: adobe, skift global forum, The Digital Transformation Brief, video

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