The HBX Group’s recent Travel Trends 2025 report highlights the top customer purchasing habits in the tourism sector, with hyperpersonalisation becoming a growing necessity due to rising consumer expectations.
According to the report, consumers are inundated with marketing and advertisements, making it essential for brands to tailor their messages to effectively cut through the noise. Similarly, companies that thoroughly understand their customers and pay attention to the finer details are able to create truly memorable experiences.
The key to a personalised experience is effectively managing customer data. While consumers may hesitate to share personal information, most are willing if they receive a benefit in return:
- 92 percent of shoppers would be willing to exchange their personal information for discounts or coupons
- 90 percent of shoppers were willing to share their information for loyalty points and rewards
- According to Salesloft, consumers are likely to spend 67 percent more for the same product, provided they have a better sales experience.
Miguel Ángel Hernández, business development director for EMEAI at HBX Group commented: “Hyperpersonalisation is becoming increasingly important to the modern purchasing experience, especially as prices rise. The more holidays cost, the more expectant holidaymakers are going to be of the special touch that makes the experience feel personal and special. In periods of economic difficulties, we have seen that the holiday is something that most people are not prepared to give up, forgoing other luxuries to ensure they get their break. If this is not the best experience it can be, holidaymakers are understandably more upset given what they’ve sacrificed. This is why a personalised process and small things like placing a birthday or anniversary card in a hotel room are really important to the consumer.
“It is also important that a company gets the balance of their marketing correct, as they don’t want to oversaturate their consumer with constant adverts that don’t connect with the target audience at all. Successful companies are those that manage their data in a way to personalise their announcements and offers in order to increase engagement and prompt a sale. Personalising the messaging and building more of a two-way relationship with their customer base provides a competitive advantage.”
