Discover how travel businesses can use personalization techniques to drive conversions, fast for their online visitors. In this webinar, Qubit's travel team are joined by Carol Savage from Exodus Travel and discuss how travel businesses can adapt to the world of real-time retailing.

1. @QubitGroup
Webinar: Going the extra mile.
How travel businesses can discover visitor
segments and personalize for every user journey
Tuesday, April 8th 2014
Carol Savage,
Marketing Director
at Exodus Travel
Matt Pollock,
Travel lead
at Qubit
Sergio Iacobucci,
Travel Strategist
at Qubit
#QubitTravel

2. @QubitGroup
Agenda:
•
Introduction to travel personalization
•
Our latest research: Travel vs Retail
•
Best practice: 7 ways to personalize on the travel
path to purchase
•
Q&A
#QubitTravel

3. @QubitGroup
Introduction:
Personalization for travel businesses;
the what, why, and how?
#QubitTravel

4. @QubitGroup
What is personalization?
#QubitTravel

5. @QubitGroup
Understanding and segmenting your visitors
The Dreamers The Lookers The Bookers
Tend to browse
destinations with no
set holiday in mind
Starting to look at
accommodation,
flights, and deals.
They know where and
when they’re going –
now it’s about the extras.
#QubitTravel

6. @QubitGroup
Why personalize?
#QubitTravel

7. @QubitGroup
40% of customers don’t know
where they want to go when
they start looking
So where are you going to send them?
Travolution November 2013
#QubitTravel

8. @QubitGroup
Users will visit 22 different
websites before booking a holiday.
Even when they’ve found the right
holiday at the right price, 50% will
continue the search.
Travolution November 2013

9. @QubitGroup
The potential for ancillary
revenue is huge
2007 saw $2.5 billion in ancillary
puchases.
In 2011, it was $22.7 billion.
Ideaworks

10. @QubitGroup
How would I personalize?
#QubitTravel

11. @QubitGroup
Convert
Engage
Attract
Retain
#QubitTravel

12. @QubitGroup
Our latest industry research:
Travel vs Retail
How travel professionals need to think differently to
engage, convert, and retain customers.
#QubitTravel

13. @QubitGroup
We already know this...
Conversion rates are lower:
Qubit’s travel clients see an average conversion rate of 0.75%,
whereas retail sees an average of 5.29%
Average order values are typically higher:
Qubit’s travel clients see an average order value over 10 times
greater than that of retail
Paths to purchase take longer:
Travel purchases take double the time compared to retail;
13.2 days compared to 6.5.
#QubitTravel

14. @QubitGroup
#1 Mobile is a bigger opportunity for travel
• Travel customers are twice as likely to browse
on a mobile than retail customers.
• Mobile and tablet conversion rates are 15 times
and 10 times lower than retail.
Action: Use hyperlocal
targeting to serve
location based offers.
#QubitTravel

15. @QubitGroup
#2 Media mix differs greatly for travel
Action: Use an
advanced
attribution
model to value
upper funnel
activity
• PPC has a much bigger impact for travel, approx. 50% higher than for retail.
• For travel, affiliate traffic is a much smaller percentage yet have the highest
conversion rate.
#QubitTravel

16. @QubitGroup
#3 Site search is crucial for travel
Action: Make your search
bar prominent & use filters
to boost use.
• Travel users spend
an average of
7 seconds per
search pageview.
• Only 24% of retail
sessions use search,
compared to
99% of travel
#QubitTravel

17. @QubitGroup
#4 Cart abandonment is a big opportunity
Action: Use a site
abandonment tool to
catch leaving users
• Over 25% of travel
visits look at the
basket, compared
with 7.38% in retail
• Nearly 90% of travel
visitors leave before
confirmation,
compared with
28.4% in retail
#QubitTravel

18. @QubitGroup
#5 First impressions are important
• Travel users see
fewer pages on their
first visit but more in
later sessions.
• On first visits, travel
visitors convert half
as often as retail.
Action: Target new visitors
with incentives to return.
#QubitTravel

19. @QubitGroup
#6 Travel users repeat purchase faster
Action: Merchandize based on
personalized information.
• Travel visitors tend to make associated
purchases
• Very few visitors purchase more than
once over a 2 month period
#QubitTravel

20. @QubitGroup
Download our
whitepaper:
bit.ly/qubitresearch-travel
• Featuring more detailed data
behind our insights
• Online examples from travel
websites
• Key actions you can implement
today
#QubitTravel

21. @QubitGroup
Best practice:
7 ways to personalize the travel path to purchase!
#QubitTravel

22. @QubitGroup
#1
Hyperlocal
landing pages that
look like home

23. @QubitGroup
Use hyperlocal targeting to a granular level: city, country, & more
#QubitTravel

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#2
Target them
with future
forecasts

25. @QubitGroup
Local weather impacts decisions for that last minute deal
#QubitTravel

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#3
Push them to
engage with
your content

27. @QubitGroup
Push users to engaging content and third party reviews
Destination guides Customer reviews
#QubitTravel

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#4
Retarget them
with what they
were already
looking for

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Remind users of their last search with a homepage takeover
Before: their interested product After: retargeted homepage
#QubitTravel

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#5
Get them there
with urgency
messages

31. @QubitGroup
Create a sense of urgency in visitors with low stock alerts
#QubitTravel

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#6
Upsell them at
the basket with
ancillary products

33. @QubitGroup
Upsell helpful add-ons at the checkout to boost AOV
#QubitTravel

34. @QubitGroup
#7
Nudge them
to your best
functionality

35. @QubitGroup
Remind users of helpful functionality with a pointer nudge
#QubitTravel

36. @QubitGroup
AND:
Don’t ignore their
devices, mobile is
an opportunity

37. @QubitGroup
Use mobile to make it easier to re-engage in the future
#QubitTravel

38. @QubitGroup
Dreamers
• Wishlist prompts
• Content engagement
• Inspired searches
• Flexibility messaging
• Functionality pointers
• Video engagement
• Search based
recommendations
• USP messaging
Lookers
• Retargeting with
recent searches
• Hyperlocal
targeting
• The importance of
customer reviews
• Map pointers
Bookers
• Weather forecasting for
last minute deals
• Urgency messaging
• Upselling at the basket
with ancillary purchases
• Cart abandonment
catching
• Offer retargeting
• Countdown timers
• Value proposition for the
price sensitive
Different segments respond to different solutions
#QubitTravel

39. @QubitGroup
Thank you
Any questions?
matt@qubitproducts.com
sergio@qubitproducts.com
#QubitTravel