The Role of Personalisationin increasing Ancillary Revenues
New Breed of Products
On Demand Services
Ryanair’s first step of personalisation
Ryanair’s Change of Policy
25% increase in passengers
Where do you think sells the most product?
Most propensity to buy
Sharing of information for mutual benefit
Today’s Customer Journey is complicated
Source: YouGov Consumer Survey
54 % Would be interested in purchasing.
Would you consider buying such ancillary products from your preferred travel supplier (airline, hotel group or travel company)?
Propensity to buy
Question:
Answer:
Timing and relevancy
Currently, ancillaries are often irrelevant content..
not so well timed!
A well timed up-sell!
Main sources for marketers
Legacy Information - Cookies
Third Party Analytics
Logins & Content
Customer gives information
Single Customer View
Context-aware communication improves results
Source: Frost & Sullivan
26% increase in responsiveness
76% can be persuaded to make a purchase
560% increase in opening rate
Build a persona for each customer
Content Pushvia Web,Mobile,
& Social
Holiday Sale
Content PushVia Social
Customer’s interaction with your travel product
UpSellof Attraction TicketsVia Mobile a week in
advance
Using Cohorts
“Travellers like you also booked”
“Couples who booked this package also like this hotel”
“People who booked this tour liked this restaurant”
Standardised to personalised
Customers don’t know what they want
Reduce the choice
Customise and book
- Brian Chesky, Founder/CEO Airbnb
“People still want to show off, but it’s not about the car you have, it will be about the places they’ve gone, the experiences they’ve had. That has
become the new bling.”
Thank You