The travel consumer of today demands personal and frictionless interaction across multiple media channels, and this is a primary concern industry players are urging their colleagues to take heed.
“Travellers expect personal interaction regardless of device and channel, but it has to be contextual. They expect every channel to work frictionlessly,” observed Rita Marini, head of GTM marketing, APJ GC, SAP Hybris, at Digital Travel APAC last week.
Contextual marketing, a buzzword at the conference, refers to interactions with customers tailored according to the platform of use, as well as the data accrued from the customer’s behaviour on the platform.
Article source: https://www.ttgasia.com/2018/04/24/why-contextual-marketing-matters-in-todays-travel-world/ 
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