localisation & personalisation · 2017-05-19 · 8 the objectives: + promote ba luxury holidays...

1www.travelzoo.co.uk

Localisation & Personalisation

Joel Brandon-BravoManaging Director UK, Travelzoo

2www.travelzoo.co.uk

TRAVELZOO UK 2016 REVENUE BY SOURCE

Website & Search

Newsletter

3www.travelzoo.co.uk

BUT WE CAN ALSO LOOK AT MARKETS & TRENDS

4www.travelzoo.co.uk

REGIONALISED TOP 20

5www.travelzoo.co.uk

LOCAL > SPA DRIVE > DB&BSpa Day deal sent to local market (offering overnight) and Overnight DB&B offering spa day

6www.travelzoo.co.uk

USING LOCATION - POSTCODE

7www.travelzoo.co.uk

RIVER CRUISE SALE ALERT

Generic:

+ 96,091 emails+ 7 calls+ 21.05% open rate+ 1.2% CTR+ 1,129 clicks+ 0.080% unsubscribe

Summary of results:

+ 8 x Calls PT+ 10 x CTR+ 80% lower unsubscribe

River cruise clickers:

+ 39,633 emails+ 24 calls+ 56.80% open rate+ 11.3% CTR+ 4,484 clicks+ 0.016% unsubscribe

8www.travelzoo.co.uk

The Objectives:

+ Promote BA luxury Holidays with Business class flight.

+ Reach: 650,000 London & SE (Plus targeted audience send for luxury)

NEWSFLASH™ CASE STUDY: BRITISH AIRWAYS

The Results:

+ Total Direct clicks generated: 43,882+ 3,820 came from 527K generic members, 0.7% CTR

+ 39,872 came from 131k targeted members, 30.4%

9www.travelzoo.co.uk

DEVICE & LOCATION > OPTIMUM UX

+ Top 20

+Website

+ Destination features

Inspiration

+ Book directly with Travelzoo

+What to do in- destination

Destination

+ Restaurants

+ Entertainment

+Mobile Focus

+ Spa

+ Activities

Transaction

10www.travelzoo.co.uk

'Travel App of the Week'

The Sunday Times

Hotel online booking

PERSONALISING THE PAYMENT – ONE CLICK STYLE

11www.travelzoo.co.uk

BEHAVIORAL & LOCATION MODELLING

12www.travelzoo.co.uk

13www.travelzoo.co.uk

14www.travelzoo.co.uk

15www.travelzoo.co.uk

Errrrr…seriously?

16www.travelzoo.co.uk

17www.travelzoo.co.uk

CAN WE LEARN FROM SOCIAL?

18www.travelzoo.co.uk

CAN WE LEARN FROM FASHION?

19www.travelzoo.co.uk

AND DELIVER IT FOR TRAVEL?

20www.travelzoo.co.uk

FIRST WE LAUNCHED NEW DIRECT BOOKING DEALS

20

21www.travelzoo.co.uk

Joel Brandon-Bravo

UK Managing Director

@j_brandon_bravo

jbrandon@travelzoo.com

http://solutions.travelzoo.com/uk/

joelbrandonbravo.wordpress.com

CONTACT DETAILS

21www.travelzoo.co.uk