Making Travel Personal

Private & ConfidentialPrivate & Confidential

Making Travel PersonalA ZUJI Case Study | 16 Aug 2011

Private & Confidential 2

ZUJI is a leading online travel agent in

Asia and part of Travelocity’s global

network of market-leading brands


OverviewMaking travel personal – a ZUJI Case Study

Know the

market

When and what

to offer to

consumers

1 Personalize to

Consumers

Leveraging on data to

personalize offers to

consumers

2Cultivate

Relationships

Building engaging

relationship & loyalty

3

Customer Journey

Browse Shop Book Travel



Customer Journey

As with much of the world, knowledge is

power in CRM

KNOW THE MARKET1


Identified key behavioral variables in

travel bookings

KNOW THE MARKET1

Purchase Lead Time Number of Passengers

1. Impulsive (<15 days)

2. Planned ( 15-30 days)

3. Well planned (30-60 days)

4. Very well planned (>60 days)

1. Single (1)

2. Couple(2)

3. Group (3-4)

4. Large group (>4)

Length of Stay Weekend Stay

1. Short (1-3 days)

2. Medium ( 4-5 days)

3. Week-long (6-10 days)

4. Very long (>10 days)

1. Weekdays (0)

2. Weekend (1)

GOAL

Create meaningful behavioral types for analysis


Segmented the market to understand

and address demand

KNOW THE MARKET1

Pax

Lead

Time

Denotes volume

of bookingsPax

Lead

Time

Denotes volume

of bookings

Group

Impulsive

Single

Impulsive

Single

Planned

Group

PlannedLondon

Sydney

Rome

Los Angeles

etc.


Peeked into destination demand

seasonality

KNOW THE MARKET1

Jan Dec

Seasonality – Travel Dates

Bo

ok

ing

Dis

trib

uti

on


Addressed destination demand patterns

via booking lead time

KNOW THE MARKET1

Booking Lead Time for Dec Travel

120

Days

Dec

Seasonality – Travel Dates

Jan Dec



Customer Journey

Who to target, What to promote, When to promote

KNOW THE MARKET1


The right offers at the right time to the

right customer drives performance

KNOW THE MARKET1

Market Analysis

• Destinations to

promote

• Booking lead time

• No. of travelers

• Seasonality

1.2x

1.5x in RPM

1.7x



Customer Journey

PERSONALIZE TO CONSUMERS2

BUT consumers expect to be treated as

Individuals& communications to be

Personal, Relevant & Timely


Let’s journey with Mary, a first-time ZUJI

user…


• New subscriber to our newsletter

• Never booked with ZUJI before

• Married, no children

• 32 years old

• Lives in Singapore

• Travels 2-3 times a year

• Preferences:

• Sydney, Hong Kong, Melbourne

• Singapore Airlines, Cathay Pacific, Qantas

• 3-4 star hotels

• Internet savvy

Mary

Travel Shopping Process



Capturing behavioral data is key to

drive targeted actions



Market Analysis

• Destinations to

promote

• Booking lead

time

• No. of travelers

• Seasonality

1st Weekly

Newsletter from

ZUJI on

Australia

Deals

MaryVisit ZUJI and

search for flights

to Sydney

BUT decided not

to make a

booking yet

eMail Click

Stream

Origin, Destination, Travel

Dates and Stages in

Shopping process


Precision communications drives

engagement


Browse

Intelligence

• Origin

• Destination

• Travel dates

• Preferred

airline

Breaking Deals

Singapore

Airlines Promo

to Sydney

Mary Books a

flight to

Sydney

eMail Click

Stream

Product Booked,

Destination, Travel

Date, Amount

50x in RPM

2.2x 7.0x



Personalization drives expanded

revenue opportunity


Cross-Sell

Sydney 4-star

Hotels

MaryBooks a

Sydney

Hotel

1.5x

12x in RPM

2.5x• Destination

• Travel dates

• Airline

• Preferred

hotel type

> 2 passengers

travelling over a

weekend tend to

book hotel



ROI improves with better customer

knowledge and targeting

RPM improved by 50x through re-marketing with relevant content

1: 11: many SOPHISTICATION

RE

VE

NU

E G

EN

ER

AT

ION

1.7x7x

1: 11: many SOPHISTICATION

RE

VE

NU

E G

EN

ER

AT

ION

1.2x 2.2xBase




Customer Journey

CULTIVATE RELATIONSHIPS3

End?

This is just the beginning of a

personalized relationship…


Consumer

Psychographics

Census

Information

Customer

Preferences

Customer Past

Transactions

eMail

Clickstream

On-site behaviorthrough site analytics

Call Center

Surveys /

Ratings &

Reviews

and more …

Individual

Customer

Profiles

Greater insights deeper relationships

higher ROI

CULTIVATE RELATIONSHIPS3


> Right vendor

Not the cheapest nor the sexiest, but a supportive thought partner

> Right data integration

Not just names and email addresses, but a holistic information set

> Right approachCRM is not a tech project, but a multi-functional discipline

Key success factors


Thank You!

Phang Shueh Chyan

Director of Marketing, Travelocity APAC

[email protected]

Making Travel Personal

Technology

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