A study by global technology consulting and services company Mindtree has revealed that nearly half (47 per cent) of the 2000 respondents would happily pay a premium of 17 percent or more if they have personalised offers.

And it has added loyalty benefits for companies as 88 per cent of people said they would be more loyal to a company if they offered personalised experiences.

Nalin Vij, SVP & Global Head of Travel, Transportation & Hospitality, said: "Whether traveling for business or for pleasure, travelers have very high expectations from the brands that they depend on to make their experience memorable. The technology around personalisation is available, but our survey found that most travelers are disappointed in how effectively their travel provider offers a custom-fit ecosystem. This is a challenge travel brands need to address, as many are still burdened with their investments in legacy systems.

"Travel providers are poised to harness the most advanced digital technology in the age of personalisation by delivering seamless, context-relevant and connected customer experiences. Our leadership in digital, combined with our extraordinarily deep expertise in the travel industry domain, has given Mindtree a range of personalisation capabilities that is bridging the expectation gap that most travelers in the market today are experiencing."