According to recent Expedia research , travelers will search an average of 48 times on eight sites before booking a flight . 92 % said that they like the flexibility of booking their own flights while 38 % would prefer to ask a travel professional for help with specific experiences .
Mobile is becoming an increasingly popular method of booking travel . 71 % would like to book flights and hotel rooms via their cellphone , and the share of mobile bookings worldwide went from 12 % in 2014 to 23 % in 2015 , according to the 2015 Criteo Travel Report . Another interesting statistic - SITA Passenger IT Trends Survey cited 47 % of same-day hotel bookings were made using a cell phone .
How are Travel Brands responding ?
They are investing in new technology to sync member profiles with online search histories , travel behaviors and accommodation reviews . Travel Loyalty is growing as online travel agencies and other third party programs are developing their own enticements . One example is MGM ’ s M Life Loyalty program , which has permission-based access to member ’ s social profiles so that they can personalize their presence and target audience on Twitter and Facebook thereby delivering more relevant ads . This strategy has resulted in 300 % revenue growth in three plus years .
How can hospitality companies and loyalty operators enhance customer service , deepen engagement , boost rebooking and additional revenue while also influencing user-generated content on social media ?
• Let the guest know about special events , like an added performance of a popular Broadway show or extended hours at an amusement park
• Share transportation-related information about traffic issues , Uber driver strikes and subway platform closings
• Create informative messages about neighborhoods , monuments or museums
Interactive and solution-orientated mobile apps , websites and technology will facilitate superior customer service that is user-friendly , especially when it comes to communicating problems and resolving issues – before it gets onto social media .
Location-based Geotargeting is a powerful medium for sharing highly relevant special offers , discounts and rewards to travelers as they explore a new city , hotel or even at the airport . A beach-bound traveler could receive a special offer from the sunglasses kiosk near his gate , or a business traveler may receive a reminder to pack an international adapter . Airports are the perfect landscape for any engagement or experience opportunity that makes the trip a little smoother .
How do travelers use mobile once they have reached a destination ?
73 % Check hotel reservations 71 % Navigate a downtown area 66 % Find attractions 54 % Search phrases in local languages
Data access can be a problem in some destinations but several travel apps require either no internet connection or only intermittent connection . For example , Tripit will manage an itinerary , monitor email for travel updates and flight information , car rentals , hotels etc without data connection .
Recommendations :
• The customer experience should be free of frustration and seamless
• Personalization and customization is key , from geotargeting to customized messages and marketing offers
• Create detailed customer profiles using robust data analytics and comprehensive knowledge of each program member along the entire travel journey
• Stay ahead of technology advances , but only make use of the ones that make sense for your brand , program and customers
• Communication should be easy , especially if you want to resolve problems before they get aired on social media
• Reward social media sharing , and make sure that you have an influence on your storytelling
• Keep it fun , whether the trip is for business or leisure , everyone wants to have a little fun
Based on the report , “ Travel and Loyalty : On a Journey Together ” by Jeff Berry , editor-in-chief of COLLOQUY
COLLOQUY surveyed 2,000 Americans in April and May 2016 with a margin of error for the research of +/ - 3 % with a 95 % confidence level .
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