Infographic - The next step in e-travel: personalization travel
1
www.travelagency.com travel agency vs PERSONALIZATION ...CUSTOMER LOYALTY HAS VANISHED SINCE TRAVEL CONSUMERS INCREASINGLY USE THE WEB TO BOOK A TRIP INSTEAD OF A TRAVEL AGENT... OFFLINE CUSTOMER LOYALTY ONLINE CUSTOMER LOYALTY CUSTOMER PREFERENCES CONTACT TYPE TRAVEL ADVICE CHURN RATES KNOWN FACE-TO-FACE CUSTOMIZED LOW UNKNOWN DIGITAL ONE SIZE FITS ALL HIGH action SO, IT’S TIME FOR THE KEY TO LOYALTY IS PERSONALIZATION BY CONTINUOUS PROFILING AND CONTINUOUS DIALOGUES IN THE 5 STAGES OF THE TRAVELER’S JOURNEY Continuous profiling COLLECT DATA ABOUT VISITOR BEHAVIOR, INTERESTS AND PREFERENCES, AND STORE THIS DATA IN A SINGLE UNIQUE PROFILE FOR EACH VISITOR Continuous dialogues ATTUNE YOUR ONLINE COMMUNICATIONS TO YOUR CUSTOMERS’ PERSONAL REQUIREMENTS AND OFFER INDIVIDUALLY RELEVANT MESSAGES 5 DREAMING AS THIS STAGE TAKES THE LONGEST, MAKE SURE YOU KEEP THE TRAVELER ENGAGED. 4 TAKING THE TRIP PROVIDE THE TRAVELER WITH REAL-TIME, LOCATION-BASED INFORMATION 3 ANTICIPATING SUPPORT THE TRAVEL PURCHASE PREPARATION STAGE WITH RELEVANT CROSS- AND UP-SELL OFFERINGS 2 BOOKING RESPOND TO YOUR CUSTOMERS’ BUYING MOTIVES 1 PLANNING OFFER PERSONALIZED CONTENT THAT MATCHES YOUR VISITOR’S PREFERENCES HOW TO FLY WITH CHILDREN SOCIAL INFLUENCE SCORE FROM 320 REVIEWS 8,2 MON TUE WED -10% PLACES TO GO IN 2015 STAGE 5 ISN’T THE END, BUT THE BEGINNING. IT TURNS ONE-TIME CUSTOMERS INTO RETURNING BUYERS. THIS IS WHERE THE JOURNEY STARTS ALL OVER AGAIN AND CUSTOMER LOYALTY CAN BE TAKEN TO THE NEXT LEVEL! WWW.GXSOFTWARE.COM/CUSTOMER-JOURNEY WOULD YOU LIKE TO KNOW HOW YOU CAN PERSONALIZE YOUR TRAVELERS’ JOURNEYS? READ THE WHITE PAPER "GUIDING THE CUSTOMER JOURNEY" AT: 90% 73% 59% OF PEOPLE USE THE WEB WHEN LOOKING FOR A TRIP 83% OF PEOPLE USE NON-BRANDED KEYWORDS WHEN SEARCHING FOR VACATION HOUSING THE AVERAGE TRAVELER VISITS 26 SITES BEFORE BOOKING ONLY 14% OF CUSTOMERS ARE LOYAL TO AN AIRLINE BRAND AND A MERE 8% TO A HOTEL BRAND OF SOLD AIRLINE TICKETS AND ACCOMMODATIONS ARE BOOKED ONLINE OF VACATION PACKAGES ARE BOUGHT ONLINE 26
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Consumers increasingly swap the travel agent for the Internet, but expect to get the same personal travel advice. This present a major challenge for travel companies: how do we personalize our online travel and accommodation offer, if we do not know our visitors? In order to help travel marketers, GX Software has put the key tips & tricks in an infographic. Do you want to personalize your online channels? Take a look at the infographic!
Transcript of Infographic - The next step in e-travel: personalization travel
www.travelagency.comtravel agency
vs
PERSONALIZATION
...CUSTOMER LOYALTY HAS VANISHED
SINCE TRAVEL CONSUMERS INCREASINGLY USETHE WEB TO BOOK A TRIP INSTEAD OF
A TRAVEL AGENT...
OFFLINE CUSTOMER LOYALTY
ONLINE CUSTOMER LOYALTY
CUSTOMER PREFERENCES
CONTACT TYPE
TRAVEL ADVICE
CHURN RATES
KNOWN
FACE-TO-FACE
CUSTOMIZED
LOW
UNKNOWN
DIGITAL
ONE SIZE FITS ALL
HIGH
actionSO, IT’S TIME FOR
THE KEY TO LOYALTY IS PERSONALIZATION
BY CONTINUOUS PROFILING AND CONTINUOUS DIALOGUES
IN THE 5 STAGES OF THE TRAVELER’S JOURNEY
Continuous profilingCOLLECT DATA ABOUT VISITOR BEHAVIOR, INTERESTS AND PREFERENCES, AND STORE THIS DATA IN A SINGLE UNIQUE PROFILE FOR EACH VISITOR
Continuous dialogues
ATTUNE YOUR ONLINE COMMUNICATIONS TO YOUR
CUSTOMERS’ PERSONAL REQUIREMENTS AND OFFER
INDIVIDUALLY RELEVANT MESSAGES
5 DREAMINGAS THIS STAGE TAKES THE LONGEST, MAKE SURE YOU KEEP THE TRAVELER ENGAGED.
4 TAKING THE TRIPPROVIDE THE TRAVELER WITH REAL-TIME,
LOCATION-BASED INFORMATION
3 ANTICIPATINGSUPPORT THE TRAVEL PURCHASE PREPARATION STAGE WITH RELEVANT CROSS- AND UP-SELL
OFFERINGS
2 BOOKINGRESPOND TO YOUR CUSTOMERS’ BUYING
MOTIVES
1 PLANNINGOFFER PERSONALIZED CONTENT THAT MATCHES
YOUR VISITOR’S PREFERENCES
HOW TO FLY WITH CHILDREN
SOCIAL INFLUENCE SCORE FROM320 REVIEWS
8,2
MON TUE WED
-10%
PLACES TO GO IN 2015
STAGE 5 ISN’T THE END,BUT THE BEGINNING.
IT TURNS ONE-TIME CUSTOMERS INTO RETURNING BUYERS. THIS IS WHERE THE JOURNEY STARTS ALL OVER AGAIN AND CUSTOMER LOYALTY CAN BE
TAKEN TO THE NEXT LEVEL!
WWW.GXSOFTWARE.COM/CUSTOMER-JOURNEY
WOULD YOU LIKE TO KNOW HOW YOU CAN PERSONALIZE YOUR TRAVELERS’ JOURNEYS? READ THE WHITE PAPER "GUIDING THE
CUSTOMER JOURNEY" AT:
90% 73% 59%OF PEOPLE USE THE WEB WHEN LOOKING
FOR A TRIP
83% OF PEOPLE USE NON-BRANDED KEYWORDS
WHEN SEARCHING FOR VACATION HOUSING
THE AVERAGE TRAVELER VISITS 26 SITES BEFORE
BOOKING
ONLY 14% OF CUSTOMERS ARE LOYAL TO AN AIRLINE BRAND AND A MERE 8% TO
A HOTEL BRAND
OF SOLD AIRLINE TICKETS AND
ACCOMMODATIONS ARE BOOKED ONLINE
OF VACATION PACKAGES ARE BOUGHT ONLINE
26
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