Almost a third (32%) of travel and hospitality industry marketers rate data science as the skill they most lack, with programmatic coming in a close second at 28%.
This is according to our new report, Digital Trends in the Travel and Hospitality Sector, in association with Adobe.
The respondents were a mix of travel agents, airlines, hotel groups and more, and gave their views on trends in customer experience, data, mobile and personalisation.
Let’s take a look at some of the key insights from the report.
Data driven marketing skills gap
Digital analytics also came in high at 23%, suggesting that the need to understand customer behaviour in this sector is strong amongst its marketers.
Q: In the context of your digital strategy, in what areas is your organisation most lacking skills and capabilities?
As data becomes more plentiful it is becoming increasingly difficult to turn it into actionable information, which explains why those two skills appear so high in the above list.
As for programmatic, it is largely data-driven, so again it is not surprising to see it ranked highly with other data-related skills.
Customer experience seen as most important skill
While the above figures relate to skills in which travel and hospitality brands are most lacking, in terms of the most important skills to develop in future it is customer experience that comes out top.
49% of respondents cited customer experience as one of the top three most-important capabilities to develop over the next 12 months.