Increase Booking Rates and Ancillary Revenue
Launch Personalized Guest Experiences That Drive Bookings
Uncover 5 best practices that engage prospects and customers during all stages of the purchase process.
#1: Personalize the experience for each segment
If you haven’t done so already, creating narrative personas of each of your main traveler segments will help you determine what’s important to them and deliver it.
For instance, try developing personas around ‘business,’ ‘leisure,’ and ‘loyal travelers’ to help uncover and respond to their needs throughout the booking experience.
What does each type of traveler expect during the purchase process? What devices are they using to book their trips? Which promotions resonate with them?
Then, combine those personas with the targeting capabilities of your personalization platform to deliver a unique, tailored experience with relevant features, offers, and messages for each customer segment.
#3: Create a communication plan
Ask yourself what customers might need two days before their trip or two hours before their flight, as well as two hours after their flight, and two days after their trip. If you know someone’s departure is in two days, what can you offer to make the experience better? What do they need to know and when?
Develop a communication plan based on timing in relation to the trip and anticipate and respond to traveler needs before they pick up the phone or send an email asking you questions.
By anticipating travelers’ needs, you help create a seamless experience that makes the process of travel smooth and easy.
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#5: Focus on context
Consider the purchase history, current location, destination, and other information a customer has shared with you over time to help deliver more relevant messaging. Take your efforts a step further by using in-session data to create the ultimate booking experience.
For example, if a customer who’s usually a business traveler decides to book a trip for himself and his three children, he should receive different offers and messaging around that purchase compared to someone who books a romantic vacation for two.
Bottom line: Don’t just tailor your offers to what you know about the person taking the trip. Make sure you also factor in the context of the current purchase.
Create relevant customer touchpoints
To keep the customer experience running smoothly, it’s critical to review the ways travelers want to communicate with you before, during, and post travel.
Here are some tactical ways to make sure each interaction a traveler has with you keeps them engaged.
Stand out from the competition
One key to winning over visitors is to show how you’re different from other companies.
So, try to use each aspect of the user experience to promote your unique offerings, like pricing guarantees or the ability to call a service representative any time of the day.
What makes your brand special? Highlight these attributes to stand out.
Playing up your specific service offerings can make it easier for a traveler to choose you when it’s time to book.
Put a fresh twist on merchandising
Instead of offering the old standards of rental cars and hotels, one travel supplier uses personalization for more targeted “up-shops” (upsells).
Rather than offering hotel options during booking, the company sends travelers an email full of relevant information about a specific hotel in the area post purchase. While this strategy might not work for everyone, it’s a great example of using personalization to make a tried-and-true travel strategy more impactful.
Build excitement and engagement
Travel is an emotional experience, and one of the best ways to improve the purchasing process is to leverage the emotion around the purchase.
After customers book through one travel supplier, the company sends an email with specific information about the destination.
Meanwhile, another supplier’s website offers cruise-goers the chance to take a 360-degree tour of their cabin before the trip. Both are great ways to add excitement to the purchase and increase customer engagement.
Improve CX with Monetate
Keep a pulse on your audience and deliver personalized experiences that improve booking rates, ancillary revenue, and CAC.
Never waste a guest experience with Monetate Personalization.