The travel and hospitality industry is at a crossroads. With rising acquisition costs, evolving traveler expectations, and stricter data privacy regulations, brands can no longer afford to rely on third-party booking platforms and aggregators to fill rooms and seats. While these intermediaries help drive bookings, they also create a critical blind spot: brands lose direct access to their guests, making it nearly impossible to build meaningful, long-term relationships.
To stand out in an experience-driven industry, hospitality brands must take back control of their customer relationships—and the key to doing so lies in first-party data.
The Power of First-Party Data in Travel & Hospitality
First-party data gives brands unfiltered access to customer preferences, behaviors, and intent—all without relying on costly third-party sources. Unlike aggregated data from OTAs or ad networks, first-party data is more accurate, privacy-compliant, and directly owned, enabling brands to deliver hyper-personalized experiences that drive engagement, loyalty, and revenue.
For example, by capturing data on past stays, preferred destinations, and booking patterns, a hotel chain can tailor exclusive offers before a guest even starts planning their next trip. Airlines can proactively suggest upgrades or add-ons based on frequent flyer behavior. Travel agencies can provide curated recommendations that align with a traveler’s interests—whether it’s luxury resorts, adventure travel, or family-friendly destinations.
How to Collect First-Party Data Without Adding Friction
Many brands struggle with collecting and activating first-party data effectively. The solution? Engaging, value-driven experiences that make customers want to share their preferences.
Take Travel Switzerland, for example. Their interactive quiz experience not only helped travelers uncover their ideal Swiss vacation but also offered the chance to win a weekend getaway. With an impressive 80% completion rate across five European markets, this campaign showcases how personalized and fun experiences can seamlessly capture first-party data while keeping the customer engaged.
And they aren’t the only ones—brands across the travel and hospitality industry are seeing similar success with interactive, data-driven engagement. For more real-world examples, check out our latest guide, which reveals 10 innovative and actionable strategies to help travel and hospitality brands capture valuable first-party data—from travel personality quizzes and vacation finders to interactive brochures and post-vacation surveys.
And when these insights from these experiences are consolidated into a single, real-time customer profile, brands can create hyper-personalized interactions—anticipating traveler needs, delivering seamless booking experiences, and building the kind of loyalty that drives repeat visits and higher lifetime value.
The future of travel marketing belongs to brands that take control of their customer relationships. Are you ready to take the next step? Download our guide to start unlocking the power of first-party data today.
