MIT Sloan Management Review Article on Machine Learning in the Travel Industry

Leading marketers in the travel sector use machine learning (ML) not only to measurably improve business outcomes but to fundamentally redefine what those outcomes should be. Simply put, ML is helping travel marketers learn more about what outcomes should matter most. In particular, they’re deploying ML to learn much more about their customers much faster. ML is making travel marketing analytics more predictive.

Our recent global executive study of strategic measurement reveals that a majority of travel marketers embrace ML: 70% of marketing executives in travel have incentives or internal functional (marketing specific) KPIs to encourage the adoption of ML technologies to drive marketing activities, and 79% report that they invest in new skills or training to make marketing more effective in its use of automation and ML.