Eyefortravel 2014 Mobile & Social Media in Travel HolidayCheck Case Study. Gilles Despas CEO - Holidaycheck AG

Transcription

1 Eyefortravel 2014 Mobile & Social Media in Travel HolidayCheck Case Study Gilles Despas CEO - Holidaycheck AG

2 Exemplary Touch Point Analysis and Insights about Angela s Journey Back Home Inspiration Travel Angela Search&Book Preparation

3 TIME Exemplary Touch Point Analysis and Insights about Angela s Journey Angela When: Duration: Inspiration Search & Book Prepare Travel Back Home throughout the Customer Journey Omni-Device usage

4 TIME Browsing for suitable Hotels in the HolidayCheck APP Angela When: Duration: May 14 10hrs Inspiration Search & Book Prepare Travel Back Home

5 TIME Resuming her searches at Home and finally books Angela When: Duration: Inspiration Search & Book Prepare Travel Back Home 02-Jun 17-Jun 15hrs

6 TIME All done. Hotel booked and available in different Apps Angela When: Duration: Orientation Search & Book Prepare Travel Back Home 02-Jun 17-Jun 15hrs TravelAssistant

7 TIME The Trip-Countdown has started inside the TravelAssistant Angela When: Duration: Inspiration Search & Book Prepare Travel Back Home 18-Jun 12-Aug 5hrs *coming soon

8 TIME En-route to her Hotel the TravelAssistant on her side Angela When: Duration: Inspiration Search & Book Prepare Travel Back Home 13-Aug 21-Aug 5hrs HolidayCheck Arrival in 2:03 My HolidayCheck Hotels Nearby Restaurants Nearby Weather Nearby abc

9 TIME Time to Capture those Precious Memories Angela When: Duration: Inspiration Search & Book Prepare Travel Back Home 13-Aug 21-Aug 5hrs

10 TIME Back home, time to review and share the great experience Angela When: Duration: Inspiration Search & Book Prepare Travel Back Home 22-Aug+ 1hrs Angela, 60 Jahre alt Heiligendamm war Super!

11 TIME Every Touch recorded in this Exemplary User Journey Report Angela When: Duration: Inspiration Search & Book Prepare Travel Back Home May 14 10hrs 02-Jun 17-Jun 15hrs 18-Jun 12-Aug 5hrs 13-Aug 21-Aug 5hrs 22-Aug+ 1hrs

12 Gathering Customer Insights is a Serious Business It requires Dedication, Hard Work and the Right Elements People Back Home Inspiration Tools? Travel Angela Search&Book Processes Preparation

13 Understanding and Designing Seamless Omni-Device Experiences is an Iterative Process Goals Phase 1 Phase 2 Phase 3 Gather Consumer INSIGHTS Design seamless EXPERIENCES Optimize the FOUNDATION Measure, Observe and ASK! Keep IT Simple, User Centered and continue to iterate Think Ahead and accept it wont happen overnight

14 Understanding and Designing Seamless Omni-Device Experiences is an Iterative Process Activity Examples Phase 1 Phase 2 Phase 3 Gather Consumer INSIGHTS Design seamless EXPERIENCES Who are they? Quantitative Research Qualitative Research Summarize Archetypes Define Personas What do they need? Cross-Device without Login Share Favorites Per Device Tracking Customer Journey Mapping Are they Satisfied? A/B-Testing NPS Research Online, Purchase Screen-Sharing Optimize the FOUNDATION Evangelize Omni-Channel Thinking throughout the Organization Replace Tracking Technology Revise Data Warehouse Architecture Consolidate data from different sources Invest in Training and Development of People

15 Who are they and what is their Device Usage like? INSIGHTS EXPERIENCES FOUNDATION The youngster on the go The individualist The coupon hunter The curious elderly The family vacationer The critic Age 20 to to to to to to 60 Marital status single/in a relationship unmarried, possibly in with partner In a relationship cohabitee married, children married, children already left home Income /over3.000 Over Over Over Traveling type Beach- and experience vacationer off the beaten track All-inclusive Summer exclusive, short holiday experience-orientated Active holiday vac., vacation apartment/ hotel, south Get away from daily routine, off the tourists track Digital affinity Mobile device usage and potential Low high low high low high low high low high low high Insight Relaxing and action, sure. But I don t want to be totally disconnected from the world. I want to discover something new. With a guide, I always get the feeling that somebody has been there already. I m not a pennypincher. However I enjoy to make a bargain. I m looking for something extraordinary. This could be everything : a good restaurant, sophisticated atmosphere, interesting people. It is all about preparation. That's why I take care of my holidays myself. I planned and booked my hole trip in two days. I m not in the mood to waste my time.

16 Understanding Customer Enthusiasm and Frustration Triggers INSIGHTS EXPERIENCES FOUNDATION Orientation Search & Book Prepare Travel Back Home The family vacationer

17 TIME INSIGHTS EXPERIENCES FOUNDATION Significant Changes in Consumer Adoption of Mobile Devices Visits Share Visits Growth Sep. 13 Sep. 14 YoY 11% 19% +100% 12% 16% +56% 77% 65% -4% *Source: HolidayCheck.de Traffic Analysis, September 2014

18 TIME INSIGHTS EXPERIENCES FOUNDATION They are looking, but not yet booking on the Small Screen Visit Share Bookings Share Sep. 13 Sep. 14 Sep. 13 Sep % 19% 1% 3% 12% 16% 7% 11% 77% 65% 92% 86% *Source: HolidayCheck.de Traffic Analysis, September 2014

19 Main Reasons for Accessing on a SmartPhone today?* INSIGHTS EXPERIENCES FOUNDATION Inspiration Search & Book Prepare Travel Back Home ~35% Post-Booking Activities 26% 31% 15% 8% 12% 48% Find a Hotel 37% Find a Package 42% Hotel Information 24% Local Activities 28% Hotel Information 22% Find a Destination 16% Local Activities 14% Write Review 27% Write Review 14% Find Restaurant *Source: 2-Question Customer Survey on, August 2014

20 Buying Holidays on a is still in it s Infancy INSIGHTS EXPERIENCES FOUNDATION Inspiration Search & Book Prepare Travel Back Home would need to put on my spectacles Why some are not ready yet in general s are an option, but I miss the whole picture would rather use a tablet spontaneous things like a hotel for one night, books, for this I don t need a giant screen Input of banking data: I never do this on a *Source: HolidayCheck, Qualitative Consumer Research Study, May 2014

21 TIME Enabling Registration-Free Cross-Device usage INSIGHTS EXPERIENCES FOUNDATION Orientation Search & Book Prepare Travel Back Home hen: Duration: Track X-Device Usage by -Address

22 Completing a Transaction on the Phone - seamless INSIGHTS EXPERIENCES FOUNDATION Orientation Search & Book Prepare Travel Back Home : Offer-ID = 54321

23 Some Challenges remain to be Solved. We are keen to hear about your Experiences and Recommended Solutions Open Challenges Gather Consumer INSIGHTS Phase 1 Phase 2 Phase 3 Better understand the Anonymous Users and their Cross-Channel and Cross- Device needs Design seamless EXPERIENCES Focus on Incentivizing users Design for the ongoing to log-in proliferation of Devices (i.e. Continue to simplify or remove Apple-Watch) and Channels Log-In Barrier s Optimize the FOUNDATION Track Cross-Device Usage of non-logged in users Advance marketing channel attribution

24 Understanding and Designing Seamless Omni-Device Experiences is an Iterative Process Conclusions Phase 1 Phase 2 Phase 3 Gather Consumer INSIGHTS Measure, Observe and ASK! Design seamless EXPERIENCES Optimize the FOUNDATION Keep IT Simple, User Centered and continue to iterate Think Ahead and accept it wont happen overnight

25 Thank You! Gilles Despas CEO - Holidaycheck AG