Response to Xin Zhong from Kardien de Werker

This is a response to Xin Zhong’s article: Big Data: Its possibilities for facilitating customised tourism for Chinese tourists

The only way to customize a product is by knowing the (potential) user of the product. Customization does not mean that mass communication will be replaced. What it means, for Singapore Airlines, is that we tailor our products in such a way that the search-time for the user is reduced, thereby increasing the speed of decision making and shortening the decision-making process. Customizing means we take the passengers by the hand and lead them through the process. The only way to do this is by knowing our passengers. And that is why we need big data. At Singapore Airlines we collect data from surveys, we collect data from our passengers, we measure the booking pattern and profile of our passengers, and we measure the search behaviour, etc. In the airline industry in general, booking behaviour is closely monitored and acted upon. The resulting big data is essential to optimize pricing as well as capacity. The challenge is to adapt quickly and smoothly to any change in the passenger profile. Therefore, any findings on behaviour changes are important to us. It will change our approach to the market. Who do we need to talk to? How can we reach the consumer? What kind of media channels should we use? In that sense Vincent discusses an interesting topic: the development of customizing tourism in China – and the usage of big data to monitor these tourists. Where Tourism in China started in groups because of language and visa issues, the new generation wants to be independent. And with a large potential group of travellers in China, big data is inevitable if you want to succeed. We therefore welcome this research and its findings.