Just You launches travel trade solo experience

Just You launches travel trade solo experience

Friday, 21 October 2016 14:00

Just You h...

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

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.

Booking a holiday online should be fun. However, it often becomes a chore when a site offers a complicated interface with disorganised drop down menus, multiple pages and the same questions asked to everyone.

Travel companies can – and should - use customer data to make predictions and create an engaging, personalised experience that both eases and enhances the booking process.
Retail strategy
First, make sure you understand personalisation is not about configuring parts of your website, but about having the right retail strategy in place - one that is founded in a deep understanding of your customer. As a retailer, you will already understand the importance of knowing your customers better than they know themselves.  
Customers typically don’t like to share data so incentivise it by, for example, offering a discount on the first booking after they create an account and user name. You can then use the data provided at registration to create subsequent tailored offers and promote particular destinations.
Predict on past behaviour
As consumers, we are used to static websites that have a 'one size fits all' approach. However game changers like Amazon and easyJet, plus native advertisers, mean that consumers are fast becoming accustomed to active suggestions following previous behaviour. Users are becoming desensitised and starting to expect a curated and personalised experience. But as personalisation is a huge topic, start off small - test and learn is the mantra. For example, for returning website visitors, display a “Welcome back” message and perhaps a special offer based on that customer’s browsing history on your site.
Do the legwork for the customer
Specifically in travel, not only does personalisation offer huge potential in terms of developing a better understanding of your customers’ behaviour, but also for generating increased warmth for your brand. Ultimately, you will recoup increased revenue through tactics such as highlighting relevant and tailored offers, to reducing clicks to purchase, for example by pre-populating booking fields based on information the customer has already provided.   

Look at data from your completed bookings and track the path leading to the purchase. Then identify points on the path for your current visitors for intervention with special offers or guidance to another part of the site to encourage them to follow the same path as your converted visitors.
Use data to tailor offers
We are noticing a lot of conversation around search becoming less dominant, as consumers start to receive and use intelligently tailored offers and suggestions to destinations they're interested in. As a travel company, you can tailor offers based on a variety of customer data, e.g. their geographical location, the search term that brought them to your website, how frequently they visit the website or their referral source such as Google, Facebook or LinkedIn.
Automated predictions and tailoring of content and offers are effective on their own but a great back-up for real-time interaction with a real agent is a chat bar. This website feature promotes good old-fashioned conversation, giving your visitors the opportunity to ask questions and your sales agents the opportunity to turn objections into opportunities.
Convert and convert again
Once you’ve converted a visitor into a purchaser, take it to the next level: convert them again into an advocate. Have social sharing buttons at the point of booking completion with sample text so customers can share the great deal they got through you with their own networks and be your newest brand champion.
The ultimate goal for website personalisation is to take a visitor on a journey not only to the point of purchase but to provide an experience along the way that will not only want to make them return but to tell others to take the same journey.

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