Welcome to Finnair A350 era.

THE IMPORTANCE OF ONLINE PERSONALIZATION FOR A TRAVEL AGENCY

CEO Timo Kousa / Aurinkomatkat

AURINKOMATKAT – SUNTOURS

• The most trusted tour operator in Finland, in business since 1963

• Turnover ca 200 million € • Over 90% of turnover is based

on package holiday sales • 205 000 customers in 2016 –

Further growth in place for 2017 • 25,4% market share • 190 employees, 85 of whom

work in holiday destinations • 130 holiday destinations,

including roundtrips • Fully owned by Finnair

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VISION AND STRATEGIC FOCUS

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New product portfolio

(Holiday collections, Aurinkoklubi, activites, dynamic packaging)

Brand communication (Brand & tactical

campaigns)

Destinations & Customer

experience (visibility & experience)

Digitalization (Aurinkomatkat.fi,

Aurinkoapp, Aurinkochat, social media)

Co-operation with partners (Finnair Plus, destinations)

Need to keep loyal customers as well as recruit new potential audience/clients

Life enjoying money spenders

Escapers from everyday rat race

Healthcaring heatseekers

HO

W?

KEY

SE

GM

ENTS

We raise package holidays to the next level by engaging our customers and partners to make every Aurinkomatka

an exquisite experience with us.

BRAND NEW MOBILE APPLICATION

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PURPOSE TO CREATE VALUE FOR THE USER BEFORE AND DURING THE HOLIDAY AS A ”TRAVEL PARTNER”

VALUE FOR AURINKOMATKAT TO INCREASE ANCILLARY SALES AND COLLECT DATA TO CREATE EVEN BETTER CUSTOMER EXPERIENCE

MOBILE APP- FEATURES

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Holiday calender Excursion sales Digital tickets Destination info & Maps

Chat & push messages

HOLIDAY COLLECTIONS

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Charge solar power Go local holidays Enjoy family fun

Holidaying with adults

Feel good Experience more in 1

NEW Holiday Collection H2/2016 Experience citylife

BRAND AWARENESS:WHAT TRAVEL AGENCIES PEOPLE REMEMBER SPONTANIOUSLY

73% 58% 52%

20% 19% 15% 11% 6% 6%

HOW CONSUMERS IN FINLAND SEE PERSONALIZATION?

• According to major annual Finnish customer relationship marketing research* specifically conserning travel industry:

66% of consumers say they would appreciate individually tailored offers from travel companies.

61% of consumer say they would appreciate recommendations in digital services, that are based on their own relationship with the company.

60% of consumer say it´s more important that the company will remember their previous behaviour and offer products and services based on that – than the opposite (company wouldn´t remember anything and adjust offering based on that).

9* ASML 2015 annual Asiakkusindeksi research, n=3000 respondents

WHAT ROLE OUR OWN DIGITAL SALES CHANNELS PLAY?

• More than 80 % of Aurinkomatkat total sales already comes through our own digital sales channels – and online share is growing rapidly at the moment.

• So importance of our digital channel performance is quite obvious – even small efficiency improvements matter.

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+80%

WHERE WE HAVE USED FROSMO?

1. COMPLEMENTARY SUBSTITUTE FOR CMS – We started with Frosmo years ago and in the beginning we used it

mainly as an alternative for our old CMS – we did pretty basic things and content with Frosmo, everything that wasn´t possible with our CMS.

2. ONLINE PERSONALIZATION AND OPTIMIZATION – Later on we started using Frosmo more on pure commercial purposes.

This has included lots of A/B testing, sales steering mechanics and logics where we aim to provide more personalized customer experience for our site visitors.

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HOW WE SEGMENT PEOPLE IN FROSMO?

• We currently have almost 500 different segments in Frosmo that we use as a basis for personalization.

• Segments are based e.g. on clicks, searches, device types, geolocation and booking data.

• As an simple example, one segment could be e.g. families, who have done booking and their holiday will start in less than 30 days.

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Segment listing view in Frosmo

SOME EXAMPLESOF FROSMO USE CASES

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HOMEPAGE HERO BANNER CAROUSELCONTENT BASED ON RECENTLY VIEWED DESTINATIONS

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MOST VIEWED HOTELSINCLUDING POSSIBILITY TO EMPHASIZE PRIO-HOTELS

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+248% INCREASE IN

CONVER-SION RATE

CAMPAIGN WIDGETS FOR STEERING SALESUSED FOR DRIVING TRAFFIC AND DEMAND WHERE NEEDED

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70% MORE TRAFFIC TO CAMPAIGN PAGE VS.

FRONTPAGE BANNER

MY FAVORITE HOTELS / DESTINATIONSHELPING CUSTOMERS IN HOLIDAY PLANNING

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GEOGRAPHICALLY TARGETED CONTENTFOR THOSE LIVING IN NORTHERN PART OF FINLAND

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+498% LIFT IN CONVER-SION RATE

INSTANT SITE SEARCHTYPE FIRST LETTERS AND SEARCH WILL START SUGGESTING KEYWORDS

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+60% LIFT IN SEARCH

REVENUE VALUE

OVERALL IMPACT

• In the beginning we strictly used 90/10 control groups to validate Frosmo´s impact.

• Later on we started to leave control groups out - value was already proven and we wanted to expose more visitors to personalization.

Today almost:

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100 % of the visitors will be exposed to content coming through Frosmo.

50 % of bookings has included clicks on personalized Frosmo-elements.

FUTURE POSSIBILITIES WITH FROSMO

1. EXTENDED DATA BEHIND PERSONALIZATION – Currently we mainly trigger activities with Frosmo based on site

behaviour – which is in most cases totally fine. However, we do have really high quality customer data in our CRM. Utilizing that might provide us more possibilities in personalization quality.

2. POSSIBLE SHORTCUTS IN UX/UI DEVELOPMENT – Pretty recently we have started to investigate and plan possible

shortcuts and increments to digital development with the help of Frosmo´s Javascript approach. When used for the right things, we see potential in that.

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KEEP IN MIND: TOOL IS ALWAYS JUST A TOOL – 90 % OF THE SUCCESS

IS ABOUT HOW YOU UTILIZE IT.

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THANK YOU!

CEO Timo Kousa / Aurinkomatkat