Webtrends for Travel. Optimize Experiences to Increase Bookings Across Digital Channels. Solution Overview

Transcription

1 Webtrends for Travel Optimize Experiences to Increase Bookings Across Digital Channels Solution Overview

2 Webtrends helps travel brands increase online bookings while improving customer experience and ROI across digital channels. The Trend Online travel industry growth is at an all-time high with digital channels as the dominant way that vacationers, business travelers and travel agents purchase flights, make hotel room reservations and book other travel-related services. The Problem The travel industry s fiercely competitive landscape means that driving demand, engaging and retaining consumers is more important than ever to the bottom line. To stay competitive, it s essential that airlines, hotels, agencies and aggregators provide a seamless and exceptional online experience for customers across all digital channels. The Solution According to Statista, worldwide online travel sales volume is expected to reach $483 billion dollars in 2015 Online testing, targeting and personalization solutions reduce abandonment, increase bookings, and improve online and mobile customer experiences. Webtrends Optimize for the travel industry offers advanced technology and industry expertise to increase revenue and improve customer experience. 2

3 The Challenge: Turn Lookers Into Bookers Working closely with clients in the travel industry, Webtrends has identified four unique challenges facing travel organizations today: 1. Serving online needs immediately before a site visitor books elsewhere All digital mediums must immediately capture the imagination and serve the needs of a travel customer. For trips or vacations that take months to book, your website must keep the user coming back. And for on-the-spot travel searches from mobile devices, you must be able to meet highly localized needs immediately, while providing an optimal customer experience. Webtrends tests and targets across all points of a travel consumer s lifecycle to engage consumers during the search-to-book process and beyond. 2. Providing excellent customer experience across all digital channels Business and leisure travelers expect a seamless online experience no matter if they are booking on a laptop, tablet or smartphone. Providing a relevant and engaging customer experience across digital channels, including post-trip engagement on social, ensures you keep the attention of your customers (and not push them away to competitors) no matter how they interact with your brand. Webtrends solutions provide a personalized, optimized experience for visitors no matter the device or channel. 3. Serving relevant offers to boost ancillary revenue Cross-selling and up-selling additional products and services are crucial for many travel brands. Travel packages and insurance, extra legroom, baggage fees, hotel upgrades, entertainment and ancillary services all increase the order value and impact revenue growth but travel marketers need to present the right offer at the right time. Webtrends delivers predictive results to increase sales of ancillary products and services with the right content and experiences. 4. Reducing abandonment by delivering seamless experiences Many airline, hotel, agency and aggregator websites are bogged down by frequent technical issues that impact customer confidence and reduce bookings revenue. In fact, Forrester estimates that travel businesses lose 24 percent of their annual online revenue due to technical issues. Webtrends identifies reasons for cart abandonment, and then tests new versions of content to fix the problem and increase customer bookings. Also, Webtrends delivers solutions for real-time personalization and remarketing based on in-themoment behavior. 3

4 The Solution: Customer Experience Optimization By observing individual behavior, testing to determine optimal interactions and displaying the most persuasive and relevant content, you can lift conversion and engagement of potential bookers. Webtrends provides testing, targeting and personalization solutions and proven expertise to reduce abandonment, increase bookings, and improve online and mobile customer experiences. Webtrends can help you: Attract travel bookers through strategic segmentation as well as channel and campaign optimization strategies. Improve effectiveness and engagement of your mobile websites, mobile apps and social campaigns. Create more personalized, relevant offers for selling ancillary products and services. Test, target and optimize digital content, journeys and customer experiences. We offer A/B and advanced multivariate testing using a patented approach to produce measurable results in a fraction of the time of other solutions. Segmentation and behavioral targeting lets marketers customize site content based on keywords, geographic location and other factors, and lets you score visitors to identify and target your most valuable customers with personal campaigns. Our visual editor enables marketers to more easily deploy A/B testing and targeting in an intuitive interface. For more complex testing and targeting programs needing strategic support and guidance, Webtrends optimization consultants are available to help empower marketers to do more than ever before. The Difference: Optimization Expertise and Smarter Technology At Webtrends, we want you to gain maximum ROI across marketing channels. To attain that goal, Webtrends leverages online digital intelligence in three key ways: Expertise Webtrends optimization experts can remove the burden from marketing teams lacking dedicated optimization resources, or deliver specialized expertise for more complicated testing and targeting programs. Webtrends experts ensure your digital investments are directly and positively increasing revenue. 4

5 Integration and cross-platform support Webtrends integrates with any digital touch point (web, , mobile, social, non-javascript such as apps, set-tops, etc.). Webtrends also lets you access reporting data in enterprise tools and platforms that you are already using within your business. Our solution gives you an expansive, complete view into your digital presence. Smarter sciences Webtrends online marketing sciences enable testing in rapid and simultaneous iterations, giving you fast results and ROI. Smarter algorithms let you test against smaller, targeted populations and let you define the key performance indicators (KPIs) to test against, while delivering high-confidence, predictive results. Real-time segmentation ensures new and returning travelers receive relevant offers optimized to unique demographics and needs. The Proof: Webtrends Optimization Increases Bookings Travel organizations choose Webtrends for the combination of technology and digital marketing expertise. Webtrends experts work side-by-side with internal teams to guide and advise on optimization best practices. With thousands of projects under their collective belts, the Webtrends team knows how to quickly deliver measurable results for your brand. You can scale up and add more tests without any impact on your business, all while building up your own expertise over time. The following success stories illustrate the results Webtrends provides travel brands. Hotels4U, part of the Thomas Cook group, is an award-winning website designed to make booking hotels quick and easy 24 hours a day, 7 days a week. Challenges: Drive business growth, improve and simplify the search-to-book process and create and amend content for a friendlier consumer experience Solution: Webtrends Optimize delivered an exclusive testing package capable of detailed analysis and recommendations for website amendments, including multivariate test plans that could be rolled out over a period of time to continually improve customer experience Hotels4U Results 5.52 percent lift in hotel bookings 61 percent increase in search on mobile devices 22 percent lift in visitors viewing hotel pages on the mobile channel 5

6 Alitalia is the flagship airline of Italy and the world s 19th largest carrier. Challenges: Increase conversions and bookings, while standing out in a highly competitive environment Solution: The Optimize team provided expertise for implementation, project management and strategy. The testing and targeting program focused on deeper visitor engagement and improving conversions and revenue. Webtrends delivered testing and targeting focused on deeper visitor engagement and improving conversions and revenue. Alitalia Results 7 percent increase in bookings in just three months 220,000 Euro increase in monthly revenue just for special offers Conclusion: Partner With Webtrends for Success in Travel Standing out in a crowded marketplace is not easy, especially in an industry as competitive as travel. Keeping visitors and customers engaged on your digital properties is vital to business success. That s why it s important to take advantage of the technology and digital intelligence available from Webtrends. Through a strategy of testing, targeting and personalization, travel companies can increase conversions, bookings, revenues and customer loyalty. Want to see how our solutions can help you? Visit webtrends.com 6

7 Contact North America sales@webtrends.com webtrends.com Europe, Middle East, Africa +44 (0) emea@webtrends.com Australia, Asia +61 (0) australasia@webtrends.com About Webtrends Inc. For more than 20 years, Webtrends has helped companies make sense of their customer data to drive digital marketing success. By combining innovative technology with our team of trusted and creative advisors, our solutions are designed to provide actionable insights, increase customer engagement and boost revenue. We partner with companies at all levels of digital maturity and offer solutions in measurement and optimization. We work closely with approximately 2,000 global brands including Microsoft, KLM Royal Dutch Airlines, Kimberly-Clark, HSBC, Marks & Spencer, npower, BMW, Toyota, The Telegraph, Lastminute.com and many more. 7