Europe’s largest online travel agency harnesses the power of personalisation

Business Reporter recently joined Dana Dunne, CEO of eDreams ODIGEO, to find out how Europe’s largest travel agency is creating truly personalised experiences for its customers

Dana Dunne, CEO of eDreams ODIGEO and Shravan Kochhar, Director of Strategic Insights 


With the advancement of technology, consumers in every sector often expect to receive a service which is carefully tailored to suit their needs. Personalisation as a standard service is on the rise. According to a recent report from the Retail Industry Leaders Association and Accenture, 63 per cent of consumers worldwide prefer personalised recommendations from the businesses they buy from – up from 57 per cent in 2016.

This push for personalisation is taking the travel industry by storm. A new generation of digital tools and mobile apps is making it quicker and easier than ever before for consumers to access personalised, on-demand services – and this trajectory looks set to continue.

eDreams ODIGEO, the largest online travel agency in Europe, recognises the power of personalisation. It is leveraging technology – from machine-based learning (MBL) to cutting-edge user experience testing methods – to tailor trips for the 18.5 million customers it serves every year

Making the most of MBL

The business provides a truly personalised service to travellers by presenting the most relevant and tailored offers through the implementation of cutting-edge MBL technology.

By leveraging algorithmic analysis, while ensuring the confidentiality of customer data, Europe’s largest online travel agency makes approximately eight billion personalised predictions per day, and is seeing significant benefits for customers.

Building a team of user-experience experts

The scale of eDreams ODIGEO enables the development of a broad range of capabilities, with the largest in-house team dedicated to the technological development of any airline or online travel company in Europe.

Quantitative and qualitative researchers work alongside each other to conduct testing using a selection of cutting-edge behaviour tracking tools in a user experience laboratory, as well as to gather data through interviews and surveys. This data is then put to use on behalf of the customer, informing design and product decisions to meet changing traveller needs.

Providing pocketable personalisation

Over the last few years, increasing numbers of consumers have moved away from using desktop computers, instead using their mobile devices to research and book travel. eDreams ODIGEO’s app is rated the top travel app on the market, and the business has introduced tailored alerts such as flight timing updates and luggage collection information, so that smartphones can become the ultimate travel companion.

Looking to the future, Europe’s largest online travel agency is developing a virtual travel assistant powered by machine-based learning. With voice-command functionality, this new feature will support travellers throughout their travel journey – from the initial inspiration, to the booking experience, to the return home.


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