VIDEO: Why data and understanding customers is so important during the COVID recovery

Loyalty, personalization, recovery tactics - just three elements that every travel brand is thinking about as they consider their strategy for 2022.

The COVID-19 pandemic has given many travel, tourism and hospitality companies the opportunity to rethink how they engage their customers and work with partners.

Many are already doing so, by way of analyzing and using data to give them a more valuable and successful way of communicating with their customers.

They also learn a lot about what their customers do and want from their travel experience - critical factors when attempting to understand what are the best tactics to use to establish loyalty.

Other tactics being deployed include segmentation of data and the right kind of personalization to nurture relationships that can last beyond the first trip.

Arrivia , a provider of loyalty, booking and marketing technology to consumer-facing travel companies, works to uncover new revenue streams and drive growth for brands through loyalty.

We spoke to Jeff Zotara, chief marketing officer at Arrivia, to find out more.

The full discussion with PhocusWire's Kevin May is included below...