Apple Privacy Changes Could Give More Leverage to Big Online Travel Agencies
Skift Take
Personalization initiatives aside, Apple's privacy changes are a great win for travelers, but a big headache for online travel companies. The result is the biggest players have the potential to gain advantage over smaller competitors.
Dennis' Online Travel Briefing
Editor’s Note: Every Wednesday, Executive Editor and online travel rockstar Dennis Schaal will bring readers exclusive reporting and insight into the business of online travel and digital booking, and how this sector has an impact across the travel industry.Apple's privacy changes are becoming a marketing and personalization headache across the travel industry, but they could further strengthen the largest online travel agencies with access to huge amounts of first-party data versus smaller competitors.
"We believe this means big consumer travel brands with mass distribution and the scale to develop smart, data-driven marketing will win," said Clayton Reid, CEO of MMGY Global. "And, of course, Google and Apple will build separate — and perhaps different — ecosystems that force marketers to create different methods to engage in a specific, curated way."
Reid said marketers have already seen their a
