Personalisation MK copy - Sabre [PDF]

THIS TIME, IT’S PERSONAL

Travel is a romantically-charged heart-over-head affair. Travellers are passionate about where they’re going, how they’re getting there, and what’s waiting for them.

EVERY STAGE OF A TRAVELLER’S JOURNEY NEEDS TO BE PERSONAL

87%

83%

73%

BELIEVE THAT

CUSTOMISED OFFERS

LIKE TO BUY FROM BRANDS THAT

COULD HAVE A POSITIVE EFFECT ON TRAVELLER SATISFACTION

PERSONALISE THE SHOPPING EXPERIENCE

OF CUSTOMERS EXPECT

RELEVANT INFORMATION AND PRODUCTS

TO BE RECOMMENDED TO THEM BASTED ON THEIR PERSONAL PREFERENCES

76%

ARE WILLING TO

TRADE THEIR INFORMATION

75%

FOR MORE RELEVANT OFFERS AND DISCOUNTS

LIKE IT WHEN BRANDS SEND THEM

88%

E L A S

PERSONALISED MESSAGES AND OFFERS

VALUE RELEVANCY

67%

IN THEIR SHOPPING JOURNEY

OF CORPORATE TRAVEL MANAGERS CONSIDER PERSONALISATION A

HIGH PRIORITY

THE BUSINESS CASE FOR PERSONALISATION INCREASE EMAIL CLICK-THROUGH RATES BY

72%

INCREASE INCREASE OVERALL AVERAGE ORDER CONVERSION VALUE BY RATES BY

41%

OF CUSTOMERS BUY MORE FROM RETAILERS AFTER RECEIVING

PERSONAL EMAILS

53%

33%

40%

39%

BUY MORE AFTER EXPERIENCING A MULTI-CHANNEL

PERSONALISED EXPERIENCE

BUY MORE WHEN PRODUCTS ARE

RECOMMENDED TO THEM BASED ON PREVIOUS PURCHASES

So, what are we waiting for? THE PATH TO PERSONALISATION

“A computer should never ask you a question that it should be able to work out the answer to.” - Benedict Evans

1. TEST Use website analytics, emails, and mobile optimisation to analyse traffic, click-through rates, site journeys, and conversions.

2. TARGET

3. SEGMENT

Decide which customers you want to target.

Separate out target demographics and get personal using first- and third-party data.

4. SYNCHRONISE Roll out multi-device customer journeys across all channels - especially mobile.

5. CONTINUOUS LEARNING Use website analytics, emails, and mobile optimisation to analyse traffic, click- through rates, site journeys, and conversions.

Written Materials

Travel Technology Europe 2016 Conference

“Aircraft leasing: Buy or rent?” The Economist. 21/01/2012. [Online: http://www. economist.com/

“Choosing a technology partner.” Travel Technology Europe 2016. 25/02/2016.

node/21543195] Last accessed 10/03/2016. Cowen, Martin. “Thomas Cook India links up with Airbnb for international packages.” Tnooz. 22/02/2016. [Online: http://www.tnooz.com/articles/thomas-cook-india-Airbnb-packages/] Last accessed 10/03/2016. Evans, Benedict. “16 mobile theses.” ben-evans.com. [Online: http://ben-evans.com/ benedictevans/2015/12/15/16-mobile-theses] Last accessed 10/03/2016. Everstin, Joakim. “Tomorrowland: Emerging trends in travel technology.” GTMC. [Online: http://www.gtmc. org/wp-content/uploads/2016/01/Tomorrowland-the-future-of-travel-1. pdf] Last accessed 10/03/2016. “From Big Data to Big Personalization.” Monetate. [Online: http://content.monetate. com/h/i/12311817from-big-data-to-big-personalization] Last accessed 10/03/2016. Grogan, Lee. “The Path to Personalization.” Monetate. [Online: http://content.monetate. com/i/526128-5levels-of-personalization/] Last accessed 10/03/2016.

“CTO question time: Four CTOs/CIOs from across the travel sector debate the hottest issues in travel technology.” Travel Technology Europe 2016. 24/02/2016. Everstin, Joakim. “Tomorrowland: Emerging trends in travel technology.” Travel Technology Europe 2016. 25/02/2016. Grogan, Lee. “The Path to Personalisation: Getting Started, Top Tips and Best Practice.” Travel Technology Europe 2016. 25/02/2016. Perkin, Neil. “Disruption, Data and Digital Transformation: The Key Digital Trends in the Travel Sector.” Travel Technology Europe 2016. 24/02/2016. “The age of multiple channels: can customers receive consistent messages through different channels?” Travel Technology Europe 2016. 24/02/2016. “Travel futures: what the travel company of 2025 looks like.” Travel Technology Europe 2016. 24/02/2016.

Business Travel Show 2016 Conference “Technology and the new corporate traveller - a debate.” Business Travel Show. 25/02/2016.