Humby urges travel industry to copy Tesco’s use of data

Clive Humby, the co-founder of Dunhumby, the company behind Tesco Clubcard, has urged the travel industry to learn from the retailer’s collection and use of data about customers.

Clive Humby (pictured), the co-founder of Dunhumby, the company behind Tesco Clubcard, has urged the travel industry to learn from the retailer’s collection and use of data about customers.

Humby, who is also chairman of the company, told the ABTA travel convention in Tenerife that the travel industry has access to “very rich data” on consumers’ habits.

He said: “I would argue that the content that you have is more descriptive of the consumer than just a packet of cornflakes.”

Humby added that travel companies needed to use the information they had in a more constructive way. He said: “Frankly I am not very impressed with some of the messages I get from travel companies, they just offer cheap flights to Dubai or something else they want to get rid of. It’s much harder to get off a junk email list than it is to get on it.”

He added that the data about customers needed to be carefully analysed and tailored. He “I do not necessarily want to be bombarded with messages just because I once went on a skiing holiday.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here