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Driving Travel Bookings through Seamless,
Personal Experiences
February 2016
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EXECUTIVE SUMMARY
Every time a traveler considers taking a trip, airlines, hotels and online travel agents (OTAs) have a
tremendous opportunity to become a trusted partner and earn more business. But the window to
turn searchers into bookers and beat the competition is small.
While there is a sweet spot when travelers can be persuaded to book with a certain carrier or travel
website over another, few companies proactively take the right kind of action to win the sale, and
instead leave the consumers decision up to price, convenience and timing.
Travel marketers and e-commerce executives may think that a travelers decision is largely out
of their control, as most travelers tend to select the option that is cheapest and most convenient.
But beyond cost and schedules, new Boxever research shows that providing a better customer
experience and a more personalized booking process can help airlines and OTAs start to win the
loyalty game and stand out from the competition.
Boxever surveyed more than 500 travelers and found that:
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Travelers pick convenience over creepiness. Travelers are willing to provide more
personal information to airlines and travel providers if it supports a better customer
experience. More than half of all travelers surveyed would like travel companies
such as OTAs, ground transportation, hotels and airlines to work together
and automatically share information to create a more seamless, connected travel
experience.
Customer loyalty is available for the taking. According to Deloitte, just 44 percent
of all travelers fly at least three-quarters of their air miles on their preferred airline
today. This lack of brand loyalty creates a major opportunity for airlines to better
connect with their customers and build a brand reputation that elevates their
offerings over competitors.
This report shares new consumer findings around the travel search and booking process and
reveals critical insight for travel executives looking to increase conversion rates, drive more revenue
and earn repeat business.
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RELEVANCE MATTERS
What do travelers want during the search and booking process?
Surprisingly, its more than low-cost flights and accommodations. While
cost has long been the number one consideration for travelers, only 47
percent of those surveyed said they prefer airlines and OTAs to present the
cheapest flights first in online search results.
A close second in importance is relevance. Nearly a third of travelers want
the best, most relevant options presented first, those that take into account
a spectrum of key elements: price, timing, duration, personal preferences,
travel history and needs.
When are you most likely to buy travel extras or ancillary services
(such as early boarding, in-flight Wi-Fi, seat upgrade) from an airline?
19%
Right before I
board the plane
15%
43%
When Im at the
airport
When I book
my flight
17%
A couple days
before I travel
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A key channel for accomplishing this type of relevance is airline and OTA
websites. In fact, more than 85 percent of those surveyed said theyd value
travel websites that remember preferences and automatically present the
best and most relevant travel options based on their individual needs and
travel history.
Regardless of channel, reaching travelers is harder than ever before. Adblocking technology and changes in the way email is managed and filtered
mean that travel marketers need to be incredibly targeted and relevant
to drive action. Consider that, according to Boxevers survey, less than
a quarter of consumers check their promotions folder daily; almost 40
percent never even look.
Daily
22%
0%
5%
10%
15%
20%
25%
30%
35%
40%
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Emails consistently added value by providing additional information, offers and support
about something they are already doing (or planning to do) (33%)
The content consistently offered products, experiences, trips or services that they were
planning to purchase in the near future (24%)
Personalization is the path to better conversations, faster conversions and ultimately more loyal
customers.
Send communications that recommend the best choice (for the traveler, personally) along
with a few next-best options
Send proactive, personalized and relevant email communication about the potential trip
(proactive, smart communications)
Once youve decided to take a trip, what is your approach to searching for and booking travel?
8%
It takes me weeks to pull the
trigger, even if I think Ive found
a good deal
21%
I book
immediately
3%
Im the ultimate
procrastinator, and dont
purchase until the last
minute
67%
I research options for a couple of
weeks and then book
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In taking time to book their trips, travelers want to know theyre making the best possible choice.
Having a solid understanding of all the options, like price, schedule, etc., as well as a clear
understanding of fees associated with a trip, is incredibly important for consumers.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Perhaps surprisingly, brand loyalty was least important. Only 22 percent of travelers said they care
about whether a particular brand, carrier or hotel is offered. In fact, nearly 50 percent of travelers
arent members of any brand loyalty programs, with just 28 percent believing that being a member
of such programs leads to more personalized service and better customer experience.
The fact that less than a quarter of travelers care whether a particular brand is
offered is a startling, but harsh reality for travel providers, who need to take a hard
look at loyalty and what truly wins customer love and share-of-wallet, beyond cost,
convenience and location.
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What else do
travelers want?
The future of travel
likely holds many
new technologies
and services, but we
found travelers are
most interested in:
- Functionally
arranged in-flight
seating (57%)
- Biometrics (55%)
- Self-driving cars
(38%)
While many travelers crave and will pay for more comfortable, customercentric and luxurious flights, thats not the case for all flyers. In fact,
according to Global Traveler, on top 10 lists of airlines since 2012, more
than half are low-cost airlines, due to their rapid expansion in aircraft and
destinations.
- Personalized
in-flight digital
magazines (37%)
This rising demand for no-frills, more affordable flying has left many airline
executives pondering how to roll out new services and booking options to
more effectively compete on price. To that end, Boxever asked travelers
what they would be willing to give up for a cheaper ticket. Heres what they
identified:
- Websites using
advanced intel to
auto book (36%)
- Robots (31%)
- In-flight sharing
economy (21%)
Learn more by
downloading our
Future of Travel
Tech infographic.
While some of these options are clearly not practical today, they underscore
an important reality for travel executives: no two travelers are the same.
One traveler may value the comfort of extra leg room and the convenience
of drink and snack service, another may just want to get from point A to
point B, as quickly and affordably as possible. In order to provide the best
service, delight customers and drive loyalty, airlines need personalized
insight into what matters most for each and every one of their customers.
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Personalize offers by the individual, in their context, across all channels. The days
of personalizing offers based on high-level demographics are long gone. Consider
what you know about your customers and what their preferences are. Remember that
context matters. Otherwise, you are missing opportunities to acquire, convert and
retain customers.
Invest in a single customer view. Collect data on customers in one record and
provide seamless experience across the entirety of a trip. Data is an untapped
resource that can make your business smarter and help develop one-to-one
relationships with your customers.
Make customer delight the end game. Travel brands can win major loyalty points by
leveraging whats already known about a customer to create small, but meaningful,
experiences. In todays landscape where travelers typically book based on price and
schedule, the airlines and hotels that can stand out and differentiate their brands
through the customer experience will be best positioned to capture more market
share in the years ahead.
OFFERS
Add value through comprehensive offers and options. The more relevant, the
better. Invest in making your search function more relevant and comprehensive to
drive faster conversions. Add value to something the consumer is already doing
(or planning to do), or revisit a product or service in which the customer previously
expressed interest. Provide valuable, timely communications to address traveler
wants and needs.
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BOXEVER
Boxeveris the leader in data science and omni-channel personalization solutions for airlines and
travel companies.
Boxevers platform represents a new class of enterprise IT and enables digital transformation within
airlines and travel organizations. Today, leading travel brands from all across the globe including
Emirates, Air New Zealand, eDreams ODIGEO, Cebu Pacific, Alitalia, AeroMexico, Brussels Airlines
and Aer Lingus rely on Boxever to help acquire, convert and retain customers. The company is
headquartered in Dublin, Ireland. Learn more atwww.boxever.comor follow us on Twitter@Boxever.
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Find us at:
Web: www.boxever.com
Email: hello@boxever.com
Twitter: @boxever
Linkedin: boxever
Google+: boxever
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