ACV Chooses Agency To Drive "Digital Transformation"
Bruce Parkinson, Open Jaw
Air Canada Vacations has selected the SMITH agency as its partner in the transformation of its digital platforms.
ACV Managing Director Nino Montagnese tells Open Jaw that "digital transformation" is one of the company's core objectives for 2018.
"We are transforming our entire web platform putting the customer at the center of everything we do. This means we'll be able to merchandise much better than we do today."
Montagnese says the transformation is being deployed in phases and B2B partners including travel agents are included in the process. "We've already begun giving our partners access to more than they've ever had by opening up all our marketing collateral to them from the B2B platform."
Tony Steel, CEO of SMITH, says travel is one of the largest and most important personal investments Canadians make each year.
"And as the travel industry undergoes major disruption, it's critical that we ensure not just the perfect path to the perfect vacation, but maintain that experience throughout the entire trip."
Steel says the multi-year initiative begins with a strategic exploration focused on how customers find vacation inspiration, carrying through to uncover hidden opportunities from the initial booking experience to hotel checkout and beyond.
"The ultimate outcome is personalized digital engagement that will elevate the customer experience from booking, to destination, and back again," Steel added.
Bruce Parkinson Editor-in-Chief
An observer and analyst of the Canadian and international travel industries for over 25 years, Bruce uses the pre-dawn hours to prepare a daily news and information package to keep industry members up to date.