Upload
chyan-phang
View
262
Download
3
Embed Size (px)
DESCRIPTION
Citation preview
Private & ConfidentialPrivate & Confidential
Making Travel PersonalA ZUJI Case Study | 16 Aug 2011
Private & Confidential 2
ZUJI is a leading online travel agent in
Asia and part of Travelocity’s global
network of market-leading brands
Private & Confidential 3
OverviewMaking travel personal – a ZUJI Case Study
Know the
market
When and what
to offer to
consumers
1 Personalize to
Consumers
Leveraging on data to
personalize offers to
consumers
2Cultivate
Relationships
Building engaging
relationship & loyalty
3
Customer Journey
Browse Shop Book Travel
Private & Confidential 4
Browse Shop Book Travel
Customer Journey
As with much of the world, knowledge is
power in CRM
KNOW THE MARKET1
Private & Confidential 5
Identified key behavioral variables in
travel bookings
KNOW THE MARKET1
Purchase Lead Time Number of Passengers
1. Impulsive (<15 days)
2. Planned ( 15-30 days)
3. Well planned (30-60 days)
4. Very well planned (>60 days)
1. Single (1)
2. Couple(2)
3. Group (3-4)
4. Large group (>4)
Length of Stay Weekend Stay
1. Short (1-3 days)
2. Medium ( 4-5 days)
3. Week-long (6-10 days)
4. Very long (>10 days)
1. Weekdays (0)
2. Weekend (1)
GOAL
Create meaningful behavioral types for analysis
Private & Confidential 6
Segmented the market to understand
and address demand
KNOW THE MARKET1
Pax
Lead
Time
Denotes volume
of bookingsPax
Lead
Time
Denotes volume
of bookings
Group
Impulsive
Single
Impulsive
Single
Planned
Group
PlannedLondon
Sydney
Rome
Los Angeles
etc.
Private & Confidential 7
Peeked into destination demand
seasonality
KNOW THE MARKET1
Jan Dec
Seasonality – Travel Dates
Bo
ok
ing
Dis
trib
uti
on
Private & Confidential 8
Addressed destination demand patterns
via booking lead time
KNOW THE MARKET1
Booking Lead Time for Dec Travel
120
Days
Dec
Seasonality – Travel Dates
Jan Dec
Private & Confidential 9
Browse Shop Book Travel
Customer Journey
Who to target, What to promote, When to promote
KNOW THE MARKET1
Private & Confidential 10
The right offers at the right time to the
right customer drives performance
KNOW THE MARKET1
Market Analysis
• Destinations to
promote
• Booking lead time
• No. of travelers
• Seasonality
1.2x
1.5x in RPM
1.7x
Private & Confidential 11
Browse Shop Book Travel
Customer Journey
PERSONALIZE TO CONSUMERS2
BUT consumers expect to be treated as
Individuals& communications to be
Personal, Relevant & Timely
Private & Confidential 12
Let’s journey with Mary, a first-time ZUJI
user…
PERSONALIZE TO CONSUMERS2
• New subscriber to our newsletter
• Never booked with ZUJI before
• Married, no children
• 32 years old
• Lives in Singapore
• Travels 2-3 times a year
• Preferences:
• Sydney, Hong Kong, Melbourne
• Singapore Airlines, Cathay Pacific, Qantas
• 3-4 star hotels
• Internet savvy
Mary
Travel Shopping Process
Browse Shop Book Travel
Private & Confidential 13
Capturing behavioral data is key to
drive targeted actions
PERSONALIZE TO CONSUMERS1
Browse Shop Book Travel
Market Analysis
• Destinations to
promote
• Booking lead
time
• No. of travelers
• Seasonality
1st Weekly
Newsletter from
ZUJI on
Australia
Deals
MaryVisit ZUJI and
search for flights
to Sydney
BUT decided not
to make a
booking yet
eMail Click
Stream
Origin, Destination, Travel
Dates and Stages in
Shopping process
Private & Confidential 14
Precision communications drives
engagement
Browse Shop Book Travel
Browse
Intelligence
• Origin
• Destination
• Travel dates
• Preferred
airline
Breaking Deals
Singapore
Airlines Promo
to Sydney
Mary Books a
flight to
Sydney
eMail Click
Stream
Product Booked,
Destination, Travel
Date, Amount
50x in RPM
2.2x 7.0x
PERSONALIZE TO CONSUMERS2
Private & Confidential 15
Personalization drives expanded
revenue opportunity
Browse Shop Book Travel
Cross-Sell
Sydney 4-star
Hotels
MaryBooks a
Sydney
Hotel
1.5x
12x in RPM
2.5x• Destination
• Travel dates
• Airline
• Preferred
hotel type
> 2 passengers
travelling over a
weekend tend to
book hotel
PERSONALIZE TO CONSUMERS2
Private & Confidential 16
ROI improves with better customer
knowledge and targeting
RPM improved by 50x through re-marketing with relevant content
1: 11: many SOPHISTICATION
RE
VE
NU
E G
EN
ER
AT
ION
1.7x7x
1: 11: many SOPHISTICATION
RE
VE
NU
E G
EN
ER
AT
ION
1.2x 2.2xBase
PERSONALIZE TO CONSUMERS2
Private & Confidential 17
Browse Shop Book Travel
Customer Journey
CULTIVATE RELATIONSHIPS3
End?
This is just the beginning of a
personalized relationship…
Private & Confidential 18
Consumer
Psychographics
Census
Information
Customer
Preferences
Customer Past
Transactions
Clickstream
On-site behaviorthrough site analytics
Call Center
Surveys /
Ratings &
Reviews
and more …
Individual
Customer
Profiles
Greater insights deeper relationships
higher ROI
CULTIVATE RELATIONSHIPS3
Private & Confidential 19
> Right vendor
Not the cheapest nor the sexiest, but a supportive thought partner
> Right data integration
Not just names and email addresses, but a holistic information set
> Right approachCRM is not a tech project, but a multi-functional discipline
Key success factors
Private & Confidential 20
Thank You!
Phang Shueh Chyan
Director of Marketing, Travelocity APAC