Preference Centre - What is it?

A Radar Preference Centre allows contacts to manage the type of communications they receive, how often they receive them, and what topics or destinations interest them most. For travel companies, implementing a Preference Centre on their website delivers several important benefits:

1. Better audience segmentation and campaign optimisation
The data collected through a Preference Centre - destination interests, travel frequency, budget preferences, who they travel with - provides valuable insights for refining segmentation and improving campaign performance. By including a Radar Preference Centre, you can then utilise this data when building out your campaigns in Radar, allowing your emails to be more targeted and therefore more relevant to your contacts

2. Improved customer experience
Allowing customers to choose their communication frequency and content demonstrates respect for their time and inbox. This builds trust and loyalty, helping travel brands differentiate themselves in a competitive market

3. Higher email engagement and deliverability
When customers only receive content they actually want, open rates and click-through rates rise while unsubscribe and spam complaints fall

4. Compliance with data and privacy regulations
Preference centres support GDPR and other privacy rules by giving users control over consent, communication types, and data settings

6. Increased revenue opportunities
More relevant offers lead to higher booking rates. With accurate traveller preferences, travel companies can promote the right products at the right time and identify cross-sell and upsell opportunities

Want to know more about how to plan and execute a Preference Centre with Radar? Read our Preference Centre - How it works

If you are interested in adding a Preference Centre to your website, please speak with your Account Director, who can advise on next steps. You can also find out more about the benefits of Customer Preference Centres here.