Today’s travel climate is both complex and fragmented, with many airlines still relying on outdated technology and legacy systems that no longer meet their customers’ needs. Airline booking engines that once pioneered first-party ancillaries like priority boarding and seat upgrades are quickly becoming outdated as travelers expect a one-stop-shop booking experience for flights, hotels, car rentals, local activities, and more. Not all traditional booking engines play nicely with third-party ancillaries, so airlines are often stuck outsourcing their customers to online travel agencies like Booking.com or Expedia, or else take on the daunting task of building a comprehensive booking engine in-house.

Airlines have access to a wealth of customer data, and now customers are expecting that it be put to good use. According to a recent report from Phocuswright, 57% of travelers feel that brands should tailor their information based on personal preferences or past behaviors. So how can airlines translate their existing customer data into personalized offers for their customers? Ahead of the IATA Airline Industry Retailing Symposium (AIRS) in Bangkok, we sat down with Rob Siegel, VP of Global Growth, to learn what truly makes an offer relevant.

Gen Z represents over $40B in spending power and has an outsized influence on household purchasing decisions. Already a powerful customer segment, they’ll soon be the largest population demographic and have the most disposable income. Clearly, when cultivating customers, travel brands need to ensure that loyalty programs keep pace with Gen Z’s evolving technology demands.