getting personal tailoring the travel customer's experience

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Getting Personal - Tailoring the Travel Customer's Experience to Maximise Sales improve the user experience

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BENEFITS - REGIONALISED TOP 20

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RIVER CRUISE SALE ALERT

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

River cruise clickers:- 39,633 emails- 24 calls- 56.80% open rate- 11.3% CTR- 4,484 clicks- 0.016% unsubscribe

Summary of results:

8 x Calls PT10 x CTR80% lower unsubscribe

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NEWSFLASH™ | CASE STUDY | BRITISH AIRWAYS

THE OBJECTIVES:

Promote BA luxury Holidays with Business class flight.

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

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%

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THERE ARE TWO KEY TRENDS DRIVING CHANGEAT TRAVELZOO TODAY

MOBILE

LOCALISATION/PERSONALISATION

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THE SHIFT FROM DESKTOP TO MOBILE HAS CHANGED EVERYTHING!

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THE TRAVEL CONTINUUM

+ Top 20

+ Website

+ Destination features

Inspiration

+ Book directly with

Travelzoo

+ What to do in- destination

Destination

+ Restaurants

+ Entertainment

+ Mobile Focus

+ Spa

+ Activities

Transaction

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Send 1: Emails = 26,125, Open % = 28.8%, CTR% = 19.4%

Send 2: Emails = 8,258, Open % = 23.8%, CTR% = 19.3%

Send 4: Emails = 16,745, Open % = 12.9%, CTR% = 13.4%

Send 5: INACTIVES. Emails = 82,468, Open % = 6.47%, CTR% = 5.9%

BEHAVIORAL ATTRIBUTES & MODELLING

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Channel Behavior

EngagementBehavior

Purchase Behavior

Browse Behavior

Time Variant Behaviors

Behavioral Attributes

Content Category

Member ID Behavioral Segment Getaway Cruise Ent

10001 0 1.5 1.1 1.2

10002 1 0.6 0.4 1.6

10003 2 1.2 0 1.5

10004 3 0.4 1.3 0.6

Behavioral Model and Content Preferences

We have a created a behavioral model for US members for use in targeting and personalization…

Activity

Activity

Enter Enter Getaway

Getaway

Vac Vac Hotel Hotel Airfare Spa

Hotel Hotel Enter Enter Airfare Cruise

Spa RestActivit

yRest Getawa

y Hotel

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WOT NO “IF X THEN NOT X”

Average open rate 3 x standard email if you get it right

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CAN WE LEARN FROM FASHION?

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CAN WE LEARN FROM SOCIAL?

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AND DELIVER IT FOR TRAVEL?

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FIRST WE LAUNCHED NEW DIRECT BOOKING DEALS

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Joel Brandon-Bravo

UK Managing Director

jbrandon@travelzoo.com

@joelbrandonbrav

CONTACT DETAILS

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Visit our Trade microsite http://solutions.travelzoo.com/uk/