Personalisation in Travel
Published: 16 July 2018 At Sagittarius our primary objective is to use data and insights to drive conversions and deliver results for our clients.

Over time we have evolved with current trends and, for the travel industry especially, this now requires developing contextual relevant and engaging personalised user experiences.

Customers want to be served with content that is relevant to them, they want their time on your website to be positive and the best way for brands to deliver this is to reduce the friction, make buying easy and personalise their journey.

Personalisation allows brands to improve the user journey by adjusting content to speak to the right people, in the right place at the right time; allowing you to deliver measurable, relevant experiences to improve performance and build brand loyalty amongst your key audience.

Implementing a personalised approach

The first step in creating a personalised approach is to outline your business objectives i.e. what the sales targets may be. Then you need to understand how your marketing objectives support these business objectives, for example, how much of the sales revenue is generated by your website and also what you want your website to achieve, hopefully this is to convert browsers to bookers.

Make sure that you've done your research, know who your current and targeted audiences are and also have clear SMART objectives so your results can be measured. This might be to increase the amount of direct 2-5 night bookings made to your hotels via the website, so your target audience would be those that are visiting your selected city or location on holiday.

With your audience determined you can then start to segment this based on your offering. For instance, if you’re a city centre hotel that offers restaurant and afternoon tea bookings and accomodation, each of these would be different types of visitors/ or as they are sometimes called, personas.

Once you have your personas identified, you can start to work on your profiles. Profiles allow you to segment your audience needs and wants so that you can better target them through personalisation.

Think about what type of content would engage them, what is their end goal when visiting your website and what is your most desired action from them. This could be a conversion such as booking a table for afternoon tea or a booking at your specialist seafood restaurant.

These profiles can then need to be fed into your website. This can be achieved through the tagging of content within your website for example, this is also where you would assign a specific persona/ profile interests also to each page on your website, this allows the site to determine types of people that are visiting your website based on their user behaviour and the content they are consuming.

Once you've invested your time in making sure your content is aligned to your types of visitors and target personas, you will need to leave this to start to collect some data. This will allow you to understand who is visiting what type of pages and consuming what types of content, which content converts into a desired actions, and what does not, enabling you to test, optimise and improve.

Alongside the above, you may look to implement personalisation which might include surfacing specific content and CTAs on your homepage based on these predetermined personas or actions they have completed such as a repeat customer coming back to your site for a second purchase. These CTAs could also include direct sales messages encouraging the visitor to book their dream trip to London, now that you know that's what they are interested in since they've visited that destination page on a number of previous occasions.

Once this is all in place, you can continue to surface relevant content and calls to actions where specified to users based on their actions; channeling them through the sales funnel to conversion.

We recently implemented this exact personalised approach with long standing client Red Carnation Hotels, using profiles, personas and content identification within the Sitecore platform and as a result they have since seen an increase in revenue by 22%.

Using the Sitecore platform, the inbuilt analytics and FXM (Federated Experience Manager) we were able to track both on and off-site behaviour including their other hotel websites; allowing us to deliver personalised content across the brands. Overall these content changes help increase ecommerce conversion rates by a further 9%.

If you would like to learn more about how your travel brand can harness the power of personalisation, get in touch, we would love to hear from you on 01233 467800 or email hello@sagittarius.agency

Sarah_Dennis

Sarah Dennis

Marketing Manager

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