Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver tickets for half term

Friday, 21 October 2016 09:00

Visitors t...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

New route to Seattle makes it one to watch for 2017

New route to Seattle makes it one to wat…

Wednesday, 19 October 2016 09:12

Seattle is expected to be one of the fastest growing US destinations for UK travellers next year with a Virgin Atlantic direct non-stop daily flight launching March 2017, new hotel...

Air Transat launches 2017 programme with increased connections across Canada

Air Transat launches 2017 programme with…

Tuesday, 18 October 2016 14:04

Air Transat has expanded its programme of flights from the UK to Canada with increased capacity and connections for travel in 2017.

Oceania Cruises reduces single supplement fares

Oceania Cruises reduces single supplemen…

Tuesday, 18 October 2016 14:02

Oceania Cruises has launched a reduced single supplement promotion for solo travellers, with guests offered single supplements fares from 25% on seven itineraries, booked before December 31.

Mall of America welcomes arrival of MythBusters

Mall of America welcomes arrival of Myth…

Tuesday, 18 October 2016 14:00

Running throughout autumn until January 15, 2017, visitors can ignite their curiosity and discover whether they can really huff and puff to blow a house down; if running in the...

Emirates to launch new daily service to Fort Lauderdale

Emirates to launch new daily service to …

Monday, 17 October 2016 11:00

Emirates has announced that it will launch a daily service between Dubai and Fort Lauderdale-Hollywood International Airport, on December 15, serving the South Florida area, including Fort Lauderdale, Miami and...

New tours in UK & Europe from Back-Roads Touring

New tours in UK & Europe from Back-R…

Monday, 17 October 2016 08:42

Small group tour specialist Back-Roads Touring has launched its summer 2017 brochure to reveal a unique line up of new itineraries in Switzerland, Scandinavia, the Baltics, France, Iberia and Russia.

Star studded cruise line up from CMV in 2017

Star studded cruise line up from CMV in …

Friday, 14 October 2016 10:16

Cruise & Maritime Voyages has announced five star-studded cruises for 2017 following the arrival of its new main brochure.

Non-stop flights to Manchester from SIA

Non-stop flights to Manchester from SIA

Friday, 14 October 2016 10:11

Singapore Airlines will fly non-stop between Singapore and Manchester from October 30 as part of its northern winter schedule.

Exclusive offers to Borneo from Premier

Exclusive offers to Borneo from Premier

Friday, 14 October 2016 09:39

Premier Holidays has unveiled exclusive twin-centre offers to Borneo for 2017, with savings for couples.

 Demand for New Bristol Hotel ahead of its opening

Demand for New Bristol Hotel ahead of i…

Friday, 14 October 2016 09:22

With the highly anticipated opening of the new Bristol Harbour Hotel fast approaching (October 17), Harbour Hotels reports that it has seen ‘a substantial number’ of bookings in advance of...

The digital age has changed the way holiday-makers research and book travel, presenting big opportunities for the industry. Almost half of UK travellers booked a holiday abroad online last year, according to the latest ABTA Consumer Trends Survey.

At the same time, customers are also becoming increasingly empowered through the access to review and aggregator sites. So how do travel providers ensure they retain a share of the customer’s wallet and capitalise on this lucrative market?

The key is to stay front of mind throughout the travel process, from the point the customers book through to the start of the trip. The good news is, whether you’ve sold the flight, hotel or whole package, you know when the customer is travelling - a vital piece of knowledge..

As the departure date gets closer, customers begin to look for and purchase the little extras they need, starting their holiday countdown. This might include parking, insurance, trips, in-flight extras, car hire or foreign exchange. The golden opportunity is to make sure they come back to you for these items, which can represent significant additional profit in a world of cut-throat pricing.

Here’s a 5-point guide to our holiday countdown methodology.

1.          Understand the customer purchase journey

If you already offer holiday extras, you will have a vast amount of data at your fingertips that you can analyse to understand patterns of behaviour. Proper analysis will help unearth common purchase points and afford you opportunities to employ this knowledge to increase sales. For example, there is a clear time period when customers purchase foreign exchange.

2.         Create a data environment

If rich data is not immediately to hand, it is probably because it is held up in an inaccessible booking system. In order to exploit the intelligence in your marketing, you’ll need to develop mechanisms to extract and corral the data to avoid any unnecessary and unwelcome impacts on the delivery of your service.

3.         Develop your communication platforms

There are myriad ways to communicate with your customers during the countdown period. For example, we’ve used combinations of direct mail, micro-personalised emails, personal websites, SMS, social channels, outbound calls, all driven from a highly flexible CRM system.  It’s also important that the sophistication that you can build into your CRM system, with multiple variables, can be technically executed on other platforms, for example, on your email platform.

4.        Establish models and rules to optimise your communications

As is the case with all CRM approaches, it is necessary to ensure that your communications are prioritised according to their likelihood to yield a result. Developing rules and hierarchies is commonplace, but there is still value in examining whether you can make them work harder by being as thorough and as granular as possible through the use of models and data triggers, for instance.

5.         Implement micro-personalised communications

An approach that allows you to develop components of communications you can bolt together specifically for an individual, according to what they’ve already bought and are likely to buy at that point in time, requires both a clever creative approach and smart digital systems. It is truly worth investing in these in order to achieve the results you need.

The holiday countdown method is a simple concept that requires a number of disciplines to come together to achieve it. However, the benefits of this level of customer relationship management are evident in the results we’ve seen. For example, we’ve helped leading UK travel operators achieve a 30% increase in ancillary product sales or a nine times increase in credit card sales using this method. Showing products and features that are of most interest to consumers at the very time they are looking to make a purchase means you will deliver trust, brand fidelity and ultimately drive results.

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