Travolution reports a recent survey carried out by conversion management experts Maxymiser on the effects of personalization in travel. As Maxymiser says, the large amount of research needed by users makes conversions generally very low: 84% of users have abandoned their shopping basket in the last year. As websites become more effective with personalized content, conversions can rise to up to 60%, making the use of personalized information within travel websites urgent.

As Mark Simpson the founder and managing director of Maxymiser says: "People have been talking about personalisation for years, but no one is really doing it online".

It's about to change.