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Are You Spending Too Much Marketing Your Travel Brand?

EyeforTravel ·23 May 2018
HolidayPirates, a German company started out of a single travel blog, has grown to the stage of having more than 30 million Facebook fans and 20 million visits per month through the power of social media alone. "We don't invest any money in Google ads, we don't do TV - no traditional marketing, offline, and so on," says David Armstrong, CEO of HolidayPirates, who will be speaking at the Eyefortravel's Europe Summit in London this June. "We only go into social media, our own app of course, but also into messaging."He says their recipe for success was based around getting people's attention on social media and then keeping it through being authentic, transparent, entertaining, relevant and trustworthy.For HotelTonight, another brand speaking at EyeforTravel Europe that has learnt how to reach customers cost-effectively, they focused on the being relevant to their customers through data-driven operations. "We have hundreds of models running for specific markets, specific days of week, then also for specific segments of users," said their chief technology officer Sam MacDonnell at EyeforTravel North America. "We dialled in these models to be super accurate. A 90% probability that you're going to book the results we serve. We have been able to increase our conversion just in the last six months using this system by 15%, and not only for repeat bookers, where we have more data for how they are actually behaving, but also for first time users."They have also focused on their loyalty program, launching a new in-depth rewards system that gives users immediate money-off bookings, with discounts levelling up as consumer spend more. Alongside this they have created a live-chat personal concierge service to cater to customers as they travel. Potential uses include "requests at the hotel itself, so if you want to check-in earlier, check-out later, if you want to have something waiting for you in your room," says Amir Segall, VP of global supply, up to "local tips about the city, like 'I want recommendations for a restaurant." This has created "enormous lift in their engagement says Segall.Airbnb has also taken a data led approach, using 'machine learning at almost every step of the user experience,' says company data scientist Theresa Johnson speaking at EyeforTravel's Smart Travel Data Summit North America 2018. "So, when a guest comes to search for a place to stay, they are presented with tailored results to them based on our categorizations and collections, based on what we know about them and what we know about the properties, and that is improving all the time." This has allowed the company to grow to more than 200 million guest arrivals since its founding in 2008 despite a relatively low paid media budget. The company has also announced that it is heading towards a loyalty program, trialling its 'Superguest' reward program this Summer.If you want to hear from these brands and more then attend EyeforTravel's European Summit. The Summit features many innovative brands who are finding ways to reach the consumer for less and keep them coming back for more, including:AirbnbHolidayPiratesChoice HotelsHotelTonightRed Carnation HotelsHostelworldRome2RiocomcomJoin four cutting edge travel conference under one roof and change how travel is sold. Get your ticket to the EyeforTravel Europe Summit 2018 today!
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Building a Smarter Journey

eyefortravel.com·Requires Registration ·23 May 2018
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Why using customer wealth data is a tricky business

eyefortravel.com·Requires Registration ·22 May 2018
A recent Travel Weekly article suggested that travel suppliers could productively use customers’ personal wealth data to ‘price dynamically’. Most readers assumed the worst: travel suppliers could use individual financial information to exploit less price sensitive customers by extracting higher prices from wealthy customers. ‘Deals’ would only apply to customers who might not be able to afford the standard fares. Many readers were outraged.
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Understanding the Travel Consumer

eyefortravel.com·Requires Registration ·21 May 2018
Understanding who the travel consumer is, how they arrive at your brand, and why they make their purchase is a huge challenge for travel brands. Download this free report to find out how top travel brands are tackling the challenge and using profiling, attribution and analytics to get closer to their customers.
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7 ways to take on Expedia, booking.com and Airbnb

eyefortravel.com·Requires Registration ·21 May 2018
The online travel industry is thriving. According to eMarketer, in 2016 online sales cumulatively generated $565 billion, and that number is projected to swell to around $820 billion by 2020.
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Travel marketers in a right royal wedding spin

eyefortravel.com·Requires Registration ·17 May 2018
Headline grabbing events like this Saturday’s royal wedding in the UK are a great way for travel and hospitality firms to boost the bottom line and marketers have been going all out Walk around London today, or for that matter Windsor or anywhere else in the UK, and businesses everywhere are looking to capitalise on this week’s royal wedding. Everyone, it seems, wants a slice of the cake. Not surprisingly! Estimates are that the royal nuptials will boost Britain’s economy to the tune of around £500 million.
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voice.future.travel: could just 3 words steer the world into the future?

eyefortravel.com·Requires Registration ·16 May 2018
If autonomous cars and urban flying taxis are coming and ‘speech recognition’ truly is going to change the way we search, then could what3words be the next big thing - the next Google, Facebook or Amazon?
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Ancillaries in Travel Are Being Transformed and You Need to Know About It

EyeforTravel ·16 May 2018
Ancillary sales are expanding to cover more and more inventory. From trains, ridesharing and buses, to dining, to an exploding tours and activities sector that has drawn the attention of all the largest online travel players. In TripAdvisor's latest set of results from Q1 2018, its non-hotel revenues soared 36% and it is banking on tours and activities to push up results further this year. Clearly their strategy of focusing on the area after acquiring Viator, who are speaking at Eyefortravel's Europe Summit in London this June, is beginning to pay off and indicates the growing importance of new revenue streams.Elsewhere, rail travel is becoming one of the biggest focuses in travel, with digital giants like Expedia jumping in with their acquisition of SilverRail Technologies, Skyscanner launching a train booking feature for mobiles (both brands are speaking at EyeforTravel Europe), and major existing players stepping up their online presence.As Cameron Jones, chief commercial officer at SilverRail, who will be speaking in London, puts it: "Rail's time is now. Expedia, Rail Europe, Rome2Rio, Trainline, GoEuro and more are raising the profile and relevance of rail as a key product line in a comprehensive retailing strategy. Rail gives travellers greater choice and flexibility when trip planning and, being a high frequency product, drives traffic and loyalty enabling retailers to lower their customer acquisition costs. And Skyscanner/Ctrip's recent move into rail in Europe highlights the momentum."The growing realm of potential partnerships means that travel brands can cater to more aspects of the customer's journey, even if they are only a small player - both generating more revenues and greater customer satisfaction.If you would like to find out more about the expanding role of partnerships across the industry, there's only one place to go - the EyeforTravel Europe Summit 2018.The Summit features a host of speakers from across the spectrum who can help to transform the ancillaries you sell from a variety of diverse sectors, such as tours and activities, ride sharing, transportation. These includeViatorThe TrainlineBlablacarEatwithWithlocalsSilverRail TechnologiesHertzAmadeuscomrouteRankEurailRail EuropeInsight GuidesUrban AdventuresTripCreatorLivnJoin four cutting edge travel conference under one roof and change how travel is sold. Get your ticket to the EyeforTravel Europe Summit 2018 today!
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Marriott, Hilton, IHG: are cuts to group commissions fair play or shortsighted?

eyefortravel.com·Requires Registration ·14 May 2018
Last week IHG became the third chain after Marriott and Hilton Worldwide to announce that it would cut group hotel bookings in the US from 10% to 7% - a whopping 30% drop. In the US alone, the groups and events space is worth $300 billion to hotels, with $140 billion spent on room revenue ($30bn) and food & beverage, audio-visual and other ancillary services ($110bn). Related Content: Blockchain bonanza: the first in a two-part Q&A with Winding TreeImage: Primary Event: EyeforTravel Europe 2018Article type: Industry InsightChannels: Revenue and Data ManagementTags: Hotelsgroup bookingsUSTravel AgentscommissionOTAsintermediariesBlockchainTechnologyrevenues
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How hotels are missing a mobile trick

eyefortravel.com·Requires Registration · 9 May 2018
Hotel brands, it seems, are seeing lower satisfaction rates from their mobile efforts than other travel industry verticals. This is the finding of a new EyeforTravel and SAP report - Driving Intelligent, Interconnected Mobile Engagement Throughout the Travel Journey - which conducted an industry-wide survey to establish whether mobile messaging services were effective at driving customer satisfaction. Related Content: Mobile and a massively missed opportunityImage: Primary Event: EyeforTravel Europe 2018Article type: Industry InsightChannels: Mobile and TechnologyTags: HotelsMobilemobile messaginghospitalityAccommodationmessagingdatacommunicationTechnology
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Search and social dominate travel brands' mobile marketing

EyeforTravel · 8 May 2018
New research from EyeforTravel and SAP, which surveyed nearly 300 travel industry professionals on the topic of mobile has found that search and social have a stranglehold over mobile marketing, likely reflecting the dominance of Google and Facebook in the digital marketing sphere.When respondents were asked what is the largest component of their mobile marketing budgets, 35% selected search and 32% social, according to EyeforTravel's new Driving Intelligent, Interconnected Mobile Engagement Throughout the Travel Journey report, which is free to download now.Search spending was even higher among hospitality and accommodation brands, where it was the most important category for 45.3% of brands. This preponderance is a result of the way in which consumers search for hotels, with mobile still a last-minute channel when it comes to booking and at that stage consumers are looking mainly for specific locations, largely through search engines. However, it may also indicate an over-focus on the latter stages of consumers booking journey and an acquisition-driven strategy that doesn't fully take into account the role of mobile in inspiration and initial research phases.One area where travel brands might look to expand spending and make the most of mobile's role at the inspiration stage is video marketing, which was rated as most important in just 4.4% of budgets.The small role of video marketing currently would seem to be a major missed opportunity for travel brands given the growth of mobile video consumption in recent years. A multi-country study by AOL estimated that 57% of consumers watch videos through their mobile every day and Zenith estimated that there was 20% growth in global video consumption in 2017.Get ahead of the competition now and download this completely free mobile market report to access:A major industry survey of all travel verticals uncovering their mobile strategies and technology deployments.Analysis of how consumers are using the mobile channel.Projections for mobile's growth across travel.Where you should be investing to reach the mobile consumer.How you can ensure mobile-focused communications are effective.An overview of how you should be measuring and overseeing an m-commerce operation.
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Sink or swim: how can independent hotels stay afloat?

eyefortravel.com·Requires Registration · 8 May 2018
Pamela Whitby talks to Tom Magnuson who co-founded Magnuson Worldwide in the noughties and believes in democratisation, widening the distribution mouth and some old-school marketing When Tom and Melissa Magnuson launched their hotel management business to help other independent properties thrive in a dog-eat-dog world, they had no idea they were on to something so big. Fifteen years on and today Tom still sounds surprised. “We just didn’t anticipate that it would be this successful,” says the hotelier, who spent his early life working in family-owned properties and later went on to run Best Western Hotels with wife Melissa.
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Evading Monopolies, Blockchain and Futuristic Journeys Headline EyeforTravel Europe

EyeforTravel · 7 May 2018
With a fighting attitude that tells the travel industry to not give up, EyeforTravel Summit 2018 covers real use cases, not just theory, including:A niche OTA that uses the API model to get maximum ownership of its profit and dataA company that only pays for 7% of its traffic and only receives organic traffic from GoogleOld school models that still work and evade the claws of the online monopolies.To see the full agenda and speaker line up, follow this linkIt doesn't stop there though. The event is supporting ground-breaking blockchain sessions aimed at both the enthusiasts and sceptics. Insights from an air taxi incubator, the private vs. public blockchain debate and discussions over bitcoin in travel are being covered in detail.The event will also host a Blockchain: Who Cares? workshop delving into the real impact blockchain technology could have on our industry.All aspects of the futuristic customer journey will also be thrown into the mix from voice-enabled search to AI-powered marketing and the loyalty that comes with this.What Great Minds will be there?To name a few...CEO - TrainlineCEO - Kiwi.comCTO - ContikiPrincipal Data Scientist - Booking.comGM - Northern Europe, AirbnbCEO - Eurail.com Chairman - Rome2RioSVP Corporate Development - Booking HoldingsChief Digital Officer - The Travel Corporation CEO - WorldHotelsThe event will also host over 15 hours of networking and an exclusive networking party featuring the greatest faces in travel. It will also include a start-up awards, travel hackathon and afternoon of hands-on and profit-driven workshops.To download the full brochure, follow this linkThe event takes place in London on June 4th, 5th and 6th. For the full story, get in touch with the Event Director on details below:Leo LangfordEvent Director EyeforTravelleo@eyefortravel.com+1800 814 3459 x7158 (US)+44 (0) 207 375 7158 (Global)
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Blockchain in travel: which journey are you on?

eyefortravel.com·Requires Registration · 3 May 2018
Blockchain may be able to deliver the ‘Internet of value’ but early use cases are likely to be in creating inter and intra-company efficiencies. Pamela Whitby hears why

What travel brands need to know about the German leisure traveller

eyefortravel.com·Requires Registration · 2 May 2018
German consumers are set to spend more than €130-billion on leisure travel in 2018 in a market that is going from strength-to-strength, finds a new EyeforTravel report. Travel brands looking for European road warriors to target in 2018 could do worse that to focus on the German market. In the first quarter of this year, the German economy has been in pretty good shape and wages are rising. This means increased spending on both domestic and international travel, says EyeforTravel’s new German Travel Consumer 2018 report.
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The four moments travel brands must connect with their mobile customers

EyeforTravel · 2 May 2018
EyeforTravel and SAP's new Driving Intelligent, Interconnected Mobile Engagement Throughout the Travel Journey report, which is free to download now, identifies the four key areas where travel brands need to target mobile consumers. 1. AwarenessIt is becoming increasingly critical to create inspiring content that will work on mobile as consumers are most likely to be using their mobile devices early on in travel research. As more detailed, late-stage research is undertaken, most consumers in major markets move over to larger screens on desktops and laptops. Consumers therefore need to be engaged with content and made aware of the travel options and offers available. This is the first stage of influencing the buyer journey and a key mobile phase.2. Purchase decision.Despite desktops and laptops being the main booking devices for travel purchases generally, some markets such as China are mobile-first throughout, and overall it is increasingly an omnichannel experience. Mobile is also growing globally. J.D. Power found that 25% of hotel online reservations were made using mobile in 2017, up from 14% in 2014. EyeforTravel's 2018 research similarly finds that the median share of mobile bookings reported by travel brands is between 10% to 19%, with 58% reporting more than 10% of bookings come through mobile. Customers now expect a relatively seamless transition and look for consistency across platforms as they move down the purchase funnel.This purchase funnel is broadening, with new channels and communication services growing. Although mobile bookings are still largely through web browsers, leading to 45% of travel brands focusing on the mobile web compared to the 22.5% focusing on apps, brands will need to shift and widen their focus. For the modern traveler, alongside established SMS, web and email channels, social media services, such as WeChat, WhatsApp and Facebook Messenger, are increasingly important. Not only can they now allow bookings but they are also great touch points to help the consumer get more information for their purchase journey and help them feel safe about their purchase. However, just 29% of travel brands currently have instant messaging capabilities and this will need to increase as consumer tastes change and travel brands chase low-cost distribution routes.Improving a brand's ability to use these emerging mobile channels can also help to address the main issues that exist with mobile booking for consumers. Key among these is security. The channels mentioned above can be used for two-factor authentication (2FA), sending security codes to approve payment, access secure pages and complete bookings. This helps drive consumer confidence in making online purchases and therefore mobile conversion rates, which are far lower in the travel industry than for desktop and laptop visitors.3. Throughout the trip itself.Being able to reach consumers with key information as and when they need it is becoming a core competency for travel brands that want to drive a relationship and build loyalty with their customer. Among US consumers, 87% report that they find travel notifications useful and travel brands that can reach a traveler in a moment of crisis can win over a consumer for life.Becoming the trusted source of information to the consumer as they travel is a way to wrest control of the traveler and their journey from third parties and reposition the travel brand at the core of the journey. Customer satisfaction rates are higher when they have been actively reached out to by a travel brand with relevant messaging or if they have downloaded a brand's app.Travel brands and technology players need to provide channels that are truly global and not just accessible in the home country or continent of the consumer. The channel has to have the presence to reach the traveler throughout their journey, especially when disruptions happen, such as a delay or change in flight.4. Post travel.It is extremely important to get the voice of the traveler as feedback. One single bad review can influence future purchase decisions, and travel brands need to use technologies to interact and strike when they happen. Emotions run very high most recent to a bad experience and if you are able to address that then you can calm a situation and possibly turn a negative into a positive. Encourage positive reviews and social interaction post-travel to not only influence other buyers, but to also engender brand loyalty with your traveler.Among travel brands that had automated messaging capabilities, 47% reported that they sent out satisfaction questionnaires and 37% sent out post-stay marketing. This shows that travel brands are awakening to the potential of using mobile in the post-travel period but they still have a long way to go to make the most out of this time.Get ahead of the competition now and download this completely free mobile market report to access:A major industry survey of all travel verticals uncovering their mobile strategies and technology deployments.Analysis of how consumers are using the mobile channel.Projections for mobile's growth across travel.Where you should be investing to reach the mobile consumer.How you can ensure mobile-focused communications are effective.An overview of how you should be measuring and overseeing an m-commerce operation.
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Three travel mobile marketing trends in 2018

EyeforTravel · 1 May 2018
Based on EyeforTravel and SAP's new Driving Intelligent, Interconnected Mobile Engagement Throughout the Travel Journey report, here are three key ways in which mobile will influence the travel marketing in 2018.1. Getting to customers through their smartphones as they travel is going to be key in building a relationshipSmartphones are used most during the actual trip itself, presenting a golden time to reach them through this medium. For 67% of British, French and German consumers, the smartphone is their key device during their trip and 98% of Chinese international travelers report that they use their smartphone whilst abroad, with 65% reporting that they use their smartphone to search for restaurants or to use navigation tools.What's more there are more ways than ever to reach the consumer through their smartphone, none of which are being fully exploited by travel brands so far. First and foremost there are apps. Although these are difficult to get installed on a user's device, they have excellent engagement rates and allow owners to send push notifications, which were found to be the most effective form of in-app advertising by our research. However, just a third of travel brands currently have an app. Beyond this, consumers can receive or request messages from travel brands through SMS, used by 24% of travel brands, MMS (8%), QR codes (16%), and instant messaging services (29% of travel brands). The latter of these could be key, as IHS Markit predicts that there will be 7.5 billion messaging and communication app accounts by 2020, giving unrivalled reach2. Automated outreach is going to go wider and get a whole lot more effectiveIn order to get relevant and engaging messages to consumers, travel brands will need to automate the process through data analysis and AI-enabled services. We found that among the 41% of travel brands that have automated mobile outreach, 83% report that is effective at driving satisfaction. These services can be used to build loyalty and drive revenues through a variety of services that give the consumer key pieces of information that makes their journey easier and upsell and marketing messages. Currently, 78.4% of travel brands that have an automated messaging service report that they can send booking confirmations and reminders but just 37% can send post-stay marketing messages and 35% emergency notifications. We can expect the number of travel brands with automated outreach to grow in 2018 alongside the type and content of their messages. Brands will take on a multichannel strategy with their messaging, using the most appropriate format for the customer based on where they are in the journey. For example, SMS for a change in gate, or push notifications from an app for excursions at the destination.3. Mobile sites will become better at grabbing the last-minute bookingAlthough mobile is a fast-growing channel when it comes to the booking itself, desktops and laptops still rule the roost when it comes to share and even more so when it comes to spending. Instead, mobile appears to still be a last-minute channel, especially for hotels. Just under 65% of respondents from all verticals in the survey say that mobile lead times are either much shorter or slightly shorter than desktop bookings, with 40% answering that they are much shorter. Nearly double the rate of respondents from the accommodation group report that mobile lead times are much shorter - 59% to 31%.This makes the mobile web experience critical, as smaller screens and a need for swift information will make relevancy and presentation critical. In our survey 39% of brands reported that they were prioritizing the mobile web and a further 6%, said they were shifting to mobile web, far above those who said they were prioritizing apps. We can expect the number of travel brands who have a responsive or adaptive website to rise from the 58% who currently do.Optimizing this experience will be driven by growing abilities to personalize landing pages and streamlining the moments from arrival on the site to the check-out based off growing data analysis capabilities and A/B testing. Furthermore, advances in revenue management and yield maximization techniques will increase the profitability of last-minute mobile bookings.To access the research and get ahead of the competition, download this completely free mobile market report to access:A major industry survey of all travel verticals uncovering their mobile strategies and technology deployments.Analysis of how consumers are using the mobile channel.Projections for mobile's growth across travel.Where you should be investing to reach the mobile consumer.How you can ensure mobile-focused communications are effective.An overview of how you should be measuring and overseeing an m-commerce operation.
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AI Breaking New Ground: Fuelling the Future of Customer Engagement and Experience

eyefortravel.com·Requires Registration ·27 April 2018
AI Breaking New Ground: Fuelling the Future of Customer Engagement and Experience
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Working Creatively with Personalization: Measure Your Customer, Not Your Marketing Channels - Successfully Leverage Data & AI to Personalize and Delight Your Customers at Every Touchpoint

eyefortravel.com·Requires Registration ·27 April 2018
Working Creatively with Personalization: Measure Your Customer, Not Your Marketing Channels – Successfully Leverage Data & AI to Personalize and Delight Your Customers at Every Touchpoint
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The Use of Chatbots And Machine Learning in Travel - Get to Grips with Your Customer Data and Transform Your Marketing Strategy Using Valuable Customer Insights

eyefortravel.com·Requires Registration ·27 April 2018
The Use of Chatbots And Machine Learning in Travel – Get to Grips with Your Customer Data and Transform Your Marketing Strategy Using Valuable Customer Insights
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EyeforTravel Europe is 6 weeks away and what a show it's going to be!

EyeforTravel ·26 April 2018
"It was my first time to TDS and I have to say it really exceeded my expectations in terms of quality and variety of presentations, networking options..2 days well spent!""We started big business partnerships with two individual organisations as a direct consequence of sponsoring the EyeforTravel Summit in London this year" Hjalti, CEO, Bokun With speakers from Airbnb, Hilton and Booking.com covering the macro questions we all want answered, Hostel World, Edwardian Hotels, Rail Europe discussing next steps of AI, to Hotels.com and Hotel Tonight discussing loyalty and NH Hotels, Expedia talking about the partnerships you need this is the event to be at.Whether your interest is smart hotel rooms, open source APIs or firming up your ancillary strategy, this is the one event which unites practical people in the industry who are building new travel architecture that revolutionizes the industry and creates profit. Want in?With a bigger and better agenda, it's now three days and boasts big hitting keynotes, three topic specific tracks, a hackathon, a start-up village and dedicated workshops for B2C brands to attend!Click here to see what they are covering in the 2018 agendaIf you are looking to get face to face with over 450 of Europe's leading travel brands comprising heads of mobile innovation, technology, marketing and innovation from Europe's biggest transport, hospitality and travel brands looking to meet for one goal ... identify the strategies, partnerships, innovations and business models that will make their companies thrive in the future. Then there's options for you.Ways you can bring your brand to the event is through sponsorship opportunities, they have limited booths available and currently have a final discounted ticket price for you to attend. So, what are you waiting for? Need help making a decision you can request the attendee list here.A mixture of active debate, insightful presentations and 1-2-1 networking will be at the heart of this year's conference. Get your hands on one of their discounted passes today!For more details contact Leo Langford leo@eyefortravel.comEyeforTravel is a community where the world's top online travel brands - from hotels to airlines, online travel agents, cruise, car hire firms and more - come to meet to drive forward growth and innovation in the industry. We aim to provide you with industry focused news, events, reports, updates and information. EyeforTravel Limited is a registered company. The Company Registration number is 06286442. It is also registered in England & Wales. Registered office is 7-9 Fashion Street, London E1 6PX, United Kingdom.

Hotels need to do better at reaching guests finds report

EyeforTravel ·26 April 2018
As part of EyeforTravel and SAP's new Driving Intelligent, Interconnected Mobile Engagement Throughout the Travel Journey report, an industry survey asked whether mobile messaging services were effective at driving satisfaction amongst customers. While 72% of hospitality and accommodation brands said that their messaging services were effective, a much higher 90% of respondents from other travel industry verticals reported success through messaging.But why is this? The report points out that one potential explanation is that hospitality brands are utilizing the most personalized and effective elements of messaging channels to a lesser degree than other verticals. This is leading to them not getting the maximum utility out of their messaging services and not building up the same relationship with their customers than other companies surveyed.The research finds that although hotel brands are good at pushing booking confirmations and welcome/check-in messages to travelers, they fall behind when it comes to more complex and data-reliant messages. Hospitality brands are using push notification at half the rate of the rest of the sample (35.3% versus 16.7%), despite 31% of accommodation companies having an app, and are way behind for upsell notifications, with just 32.3% of messaging-capable hospitality brands sending personalized upsell messages versus 51.2% for the remaining respondents. They therefore have less ability to become useful to the consumer and implant themselves with travelers as a trusted source of local information.Hospitality brands low deployment of push-notifications is illustrative of this mismatch, as push notifications were found by the survey to be by far the most effective form of in-app advertising. Push notifications were chosen as the most effective form by 44% of respondents, followed by display banners at 25%, videos at 15%, native display at 14% and interstitial at 3%. Therefore, without these capabilities, hotels cannot communicateHospitality and accommodation companies therefore need to build up their technological capabilities in order to reach out to consumers wherever they are with relevant and targeted messages."Brands need to be present where the customer is present, rather than forcing people to pick the channels or means or tools that the brands want them to use," says Rohit Tripathi, general manager and head of products, SAP Digital Interconnect. "Today, if your customer is residing in social channels such as Facebook Messenger or WeChat, then build bridges into these mediums."Amro Khoudeir, global director of digital & distribution, Movenpick Hotels & Resorts, notes that they have deployed several tools to better cater to guests on mobile: "Before arrival we send our guests an invitation to check-in. The guest provides us with all their details and they get their barcode on the day of arrival, scan and receive a key and to go straight to their room. Post-booking, there's an opportunity to start identifying guests who come in to the hotel through geolocation or beacons. We do some geolocation marketing and social marketing and are expanding this to more hotels in 2018."Get ahead of the competition now and download this completely free mobile market report to access:A major industry survey of all travel verticals uncovering their mobile strategies and technology deployments.Analysis of how consumers are using the mobile channel.Projections for mobile's growth across travel.Where you should be investing to reach the mobile consumer.How you can ensure mobile-focused communications are effective.An overview of how you should be measuring and overseeing an m-commerce operation.
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Travel brands are missing out on a huge revenue opportunity

EyeforTravel ·25 April 2018
Creating a mobile messaging service is effective, so why aren't more brands doing it asks EyeforTravel and SAP's new Driving Intelligent, Interconnected Mobile Engagement Throughout the Travel Journey report? The research, which is free to download now, finds that 83% of travel brands that have automated messaging services find that they are effective at increasing customer satisfaction. However, just 41% of brands surveyed report that they currently have these services, although a further 20% report that they are also developing the capability to do so.Delving deeper into the deployment of possible mobile messaging routes, a similar story emerges of a lack of communication routes between brands and travelers. Just under a third of brands reported that they had developed an app, 29% could reach customers with mobile messaging or push notifications and just under a quarter can send SMS texts. This leaves the majority of travel brands bereft of ways in which to communicate directly to travelers' smartphones, aside from through email, but even in this field, only 40.4% of respondents said they use mobile-optimised email. This mismatch leaves a huge gap that is increasingly vital for travel brands to exploit. The research notes that not only do travel consumers increasingly resort to mobile as they research their trip and as they journey, but also they are actively interested in being reached. 87% of US travelers said that they find travel notifications useful, with trip status updates the most popular but also discounts and pricing widely sought after.Therefore, travel brands are missing out on better performance in two ways says the research: Firstly, they are largely unable to cross- and upsell the consumer travel products, as well as less able to accommodate last-minute mobile bookings, hitting revenue directly. Secondly, they are missing out on a key means to drive loyalty with the consumer, as smart mobile messaging allows a relationship to be built.This latter point can be done through a number of ways, such as making the customer's journey more convenient, sending personalized messages, responding appropriately in moments of crisis, and creating an easier means to gather feedback and encourage reviews."Only the travel brand knows if you made a change to your flight or PNR, so in terms of loyalty why should a travel brand acquiesce that relationship to Google?" says Michael Bayle, head of mobile at Amadeus. "It should be them bringing these things to the attention of the traveler. The more current and actionable data, such as a flight cancellation, Google can't act upon. The travel brand can make a positive change to get a result and take advantage of that disruptive management."However, to make the most out of mobile, it isn't enough to simply deploy an app or an SMS service. Travel brands need to create an overarching mobile strategy. "For the traveler, there are no mobile stages. Mobile is everything and everything is mobile. We interact in making our purchase decisions seamlessly on our tablet and phones, and sometimes on our computers, so it is no longer fair to call out mobile as a separate category. It is no longer a case of 'do you have a mobile strategy?' Instead it's 'What are you doing to embed that deeper into the consumer lifecycle or purchase journey?' says Rohit Tripathi, general manager and head of products, SAP Digital Interconnect.Tripathi also notes that this needs to be contextual and appropriate to the consumer's situation. "If it's a general update or information about an upcoming promotion that is not immediately relevant, then email is the best way to reach out, or social media. If it is something critical that needs to be acted on, such as a change of travel plans, an unexpected disruption or threat, then SMS is clearly the way to go. You can safely rely on SMS to be available globally whether or not the person has a data plan," he explains."When our customers reach out using SAP Intelligent Notification 365's unique multi-channel API they can do so across communication channels either on-device, social media or on a brand app. Therefore, they can maintain two-way transactional or marketing engagement that matches the customer's needs through an autonomous system that enables and escalates message routing across all mobile channels."Get ahead of the competition now and download this completely free mobile market report to access:A major industry survey of all travel verticals uncovering their mobile strategies and technology deployments.Analysis of how consumers are using the mobile channel.Projections for mobile's growth across travel.Where you should be investing to reach the mobile consumer.How you can ensure mobile-focused communications are effective.An overview of how you should be measuring and overseeing an m-commerce operation.

Driving Intelligent, Interconnected Mobile Engagement Throughout the Travel Journey

eyefortravel.com·Requires Registration ·24 April 2018
Your travel brand needs to reach an increasingly mobile traveler and to do so in a smart, linked up way, but do you know how? This free mobile market report will give you the analysis, insight and strategy to become a mobile master. The results from our Mobile in Travel 2018 Survey are in and the results are clear: Your brand needs to be reaching out to mobile consumers. 83% of respondents who send mobile messages report that it has improved customer satisfaction. So, how can you tap into the increasingly critical mobile space? Step one is to download this completely free mobile market report of course! It will give you analysis, insight and strategy so you can become a mobile master through a major industry survey, interviews with mobile experts, and analysis of consumer behaviors.

Why Airbnb believes machine learning needs 'thinking'

eyefortravel.com·Requires Registration ·24 April 2018
New technologies like machine learning are considered to be the next generation in travel pricing, but it doesn’t have to be a black box. Tom Bacon shares the insights he gleaned in Miami. Machine learning is necessary to create and maintain more personalised pricing in a complex, constantly changing marketplace. Revenue management (RM), which is already highly sophisticated, fundamentally based on millions of historic data points and designed to be responsive to market and competitive dynamics, becomes exponentially more complex when modified for ‘personalisation’.

Mobile and a massively missed opportunity

eyefortravel.com·Requires Registration ·23 April 2018
Markets are becoming mobile first and giving brands huge potential to reach out to travellers, but are many still missing out by failing to reach consumers on their smartphones? Creating a mobile messaging service is effective, so why aren’t more brands doing it? This is the question posed by a new report from EyeforTravel and German-based software multinational, SAP. The research finds that 83% of travel brands that have automated messaging services are more effective at increasing customer satisfaction. However, just 41% of the brands surveyed are currently harnessing these services. It’s not all bad news though as 20% report that they are developing the capability to do so.

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