HBX Group comments on key trend personalisation

'Successful companies are those that manage their data in a way to personalise'

A recent Travel Trends 2025 report from HBX Group has outlined the top customer purchasing habits that businesses are increasingly seeing in the tourism sector. 

As consumer expectations continue to rise, hyperpersonalisation has emerged as a growing requirement throughout the customer journey.

Indeed, consumers are overexposed to marketing, communications and adverts, so it is key for brands to cut through the noise and tailor their messages as much as possible. 

Likewise, companies that understand their customers the most, are able to remember the small things that deliver an unforgettable holiday. In fact, according to Salesloft, consumers are likely to spend 67% more for the same product, provided they have a better sales experience.

The key to delivering a personalised experience is collecting and managing customer data effectively. 

While consumers can be reluctant to give away too much of their personal data, nearly all are happy to do so if they have some benefit in return.

According to Statista, 92% of shoppers would be willing to exchange their personal information for discounts or coupons, while 90% of shoppers were willing to share their information for loyalty points and rewards.

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.

He added: “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.”