Download - Personalizing the Online Travel Experience

Personalizing the Online Travel Experience

October 18, 2012 | 2:00 pm ET

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Today’s Presenters

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Carroll Rheem Director, Research PhoCusWright

Kurt Heinemann Chief MarkeTng Officer Monetate

Carroll Rheem Director, Research @PhoCusWright

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Carroll Rheem Director, Research @PhoCusWright

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Thank You

Kurt Heinemann Chief MarkeTng Officer @Monetate

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What is Relevance?

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PersonalizaNon Drives Revenue

•  Seat/room upgrades •  Room upgrades

Source: IdeaWorks

•  Pre-‐ and in-‐flight services •  Baggage fees

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PersonalizaNon Drives Revenue

Ancillary fees may drive in revenues but can damage the experience. Be thoughdul in what you charge for and how its packaged.

Source: PricewaterhouseCoopers

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Old School PersonalizaNon

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PersonalizaNon Challenges

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Secrets of Relevance

•  Understand who you are talking to.

•  Use customer loyalty to your advantage.

•  Know the device. •  Leverage locaTon. •  Maintain the scent trail.

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Understand Who You are Talking to

CreaTng narraTve personas of each of your main traveler segments will help you determine what’s important to them… and create a relevant online customer experience.

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Use Loyalty to Your Advantage

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Know the Device

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Leverage LocaNon

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Maintain the Scent Trail

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More Secrets of Relevance

•  Use prior session data and real-‐Tme behaviors.

•  Make more impact with benefit not price.

•  Look at the experience through the consumers’ eyes.

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Prior Session and Real-‐Nme Data

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More Impact with Benefit, Not Price

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Your Relevance Game Plan

•  Pick some targets (start with the low hanging fruit).

•  Test new ideas. •  Learn quickly and iterate. •  Find those “Goldilocks moments.”

•  Try and try again.

Thank You

Kurt Heinemann Chief MarkeTng Officer @Monetate

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QuesNons & Answers

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Download - Personalizing the Online Travel Experience

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