SuperBreak gets Superfestive in new agent campaign

SuperBreak gets Superfestive in new agent campaign

Thursday, 27 October 2016 11:00

Agents boo...

EVA Air offers autumn savings on its Kangaroo Route

EVA Air offers autumn savings on its Kan…

Thursday, 27 October 2016 08:00

EVA Air is celebrating an increased service on its ‘Kangaroo Route’ by unveiling autumn offerings on flights from Heathrow to Brisbane, Australia with return fares from £642 per person.

Vietnam addition from Thomson and First Choice

Vietnam addition from Thomson and First …

Wednesday, 26 October 2016 14:00

Thomson and First Choice have announced the introduction of Vietnam to the winter 2017 programme.

Ranch Rider adds authentic Arizona ranch for next year

Ranch Rider adds authentic Arizona ranch…

Wednesday, 26 October 2016 11:00

Keen to expand on its portfolio of authentic US ranches, Ranch Rider will be introducing Arizona’s Hideout Working Ranch in its 2017 brochure, which is situated near Portal near the...

Qatar Airways announces daily Seychelles flights

Qatar Airways announces daily Seychelles…

Wednesday, 26 October 2016 08:00

Qatar Airways will provide UK holidaymakers with greater access to the Seychelles from December 12 when it launches daily flights via Doha.

HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holidays is promoting a selection of winter getaway including a Christmas Craft Weekend at Dovedale in the Derbyshire Dales, Festive Walking At Dovedale, A Seasonal Stay at Malhamdale in...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

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.

Online holiday bookings are at a record high. According to the latest ITB World Travel Trends Report, 65% of all holidays are now booked online, compared to 24% that are booked via travel agencies.

Mobile travel bookings are also on the rise, with one in five UK holiday-makers now booking holidays using a mobile device, according to a recent survey by Tradedoubler Insight Unit.

As competition moves from the High Street to digital channels, it’s now more important than ever for travel agencies to ensure their customers have the best possible experience across all channels. Broken links, payment problems, poor navigation and a lack of information can force customers to competitors’ sites, ultimately losing business. To avoid this, online operators and travel agencies need to take action fast.

Understanding customer behaviour to drive results
One online travel agent who noticed this trend and decided to act quickly was Travelocity. As the second-largest online travel agency in the world, the company recognised the importance of identifying and resolving website problems quickly. The smallest technical glitch or poor process design could adversely affect the online experience for customers, resulting in site abandonment, impeded bookings, and damage to the company’s brand.

As a result, Travelocity implemented customer experience management software to help it better manage its digital customer experience. The software enables the company to record each customer session at the browser level and view problems at the source. Using the software, Travelocity can now identify complex issues that customers have a tough time describing, apply the necessary precision in investigations and eliminate educated guesses. For example, previously, when customers complained about error messages they received during the booking process, Travelocity was not able to identify the problem from the consumer feedback. But the new solution enabled the business to replay and analyse those specific customer sessions and quickly spot that the website couldn’t process the special characters entered by customers. This was breaking the checkout process. The fix took about an hour, and conversion rates went up immediately.

Since then, the company has recaptured $1million in revenue and facilitated online bookings by quickly locating and resolving a systemic website problem. The time required to identify and resolve customer struggle has reduced from weeks to hours.  

A connected, seamless experience
However, in addition to ensuring websites are in running order to ensure customers to have a first-class experience when booking holidays, travel agents must make sure they can seamlessly switch between channels. Services like click-to-call, in-store Wi-Fi, mobile-optimised websites and reserve and collect are easy to implement and enable the company to connect all the channels to provide a single, overarching, top-quality customer experience. If a customer chooses to begin their transaction online and complete it in-store, the travel operator must have access to the online booking and be able to pick up where the customer left off.

Seamlessness across channels is equally beneficial to the travel operators themselves. Travel agents have access to a wealth of data, and they can use this to learn exactly what customers want and when. For example, a travel agency might find that Google searches for ‘cheap Greece getaways’ are popular in the months of July and August, while ‘cheap city breaks to Brussels’ are popular in November and December. Using this information, they can better align their in-store and online promotions to reflect what customers are looking for, making the overall shopping experience more seamless than ever before.

Customer satisfaction is the lifeblood of businesses. As digital channels become more widely-used in the world of commerce, customers expect to be able to switch seamlessly between them, so investing in the digital experience has never been more important for travel agents. As a result, travel companies need to begin understanding how customers operate across every channel and take steps to ensure they provide a seamless and flawless customer experience. It’s this kind of thinking that will ensure travel agents not only survive, but also thrive in an increasingly competitive digital world.

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