Delivering Memorable Experiences in Travel with Data & Commerce.

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With the competition heating up in travel and consumers demanding a more personalised experience than ever before, brands must invest in a system that combines data, commerce and personalisation all while keeping the customer at the heart of the journey.

A traveller's journey with your brand doesn't just end once they've decided where they want to go; travel brands need to deliver a personalised experience across pre, during and post-travel interactions if they're going to create those memorable moments and repeat purchases.

To achieve this, travel brands need to deliver compelling, consistent experiences across multiple devices and channels - and therefore, there is a need to collect and use consumer data at every touch-point. Most travel websites are a collection of catalogue destination pages opposed to beautifully crafted, meaningful customer journeys; combining ecommerce and content managed is an essential next step if you want to personalise and deliver memorable experiences successfully.

“We're at a point now where even your weekly grocery shop online is personalised around your habits, current basket items and spend bracket you fall into. So you can see why consumers now demand a travel experience that is seamlessly bespoke, throughout the entire funnel, and they understand the data exchange that powers this.

“As an industry, we talk about delighting customers but it's important to recognise that doesn't mean 'wowing', it now means every touchpoint being relevant, recommendations adding value and a journey being as short as it can, and as long as it needs to be. This is all based around laser-focused data collection. It's like the old duck on the water analogy, with reams of data flowing beneath the surface but the visible journey looking like it was made just for me.”Kier Humphreys, Head of Customer Experience at Sagittarius

The Solution: Sitecore Experience Commerce

To truly deliver an end-to-end experience, travel brands should be looking to Sitecore Experience Commerce.

Sitecore XP Commerce captures the transaction. Collecting and storing everything about your traveller from their flight and hotel preferences, through to which car they're renting. This information gives brands a complete profile view of the customer, which can then be used to provide richer experiences during and post-travel stage from automating emails to personalised welcomes, in resort information and website content.

This attention to detail is what it takes to set brands apart and if you want to stand up against your competitors, then delivering a memorable experience for all the right reasons is critical. In 2018, Atlantis Dubai achieved exactly that when they were awarded the Sitecore Experience Award for its outstanding customer experience delivered using Sitecore Experience Commerce.

The luxury travel brand invested in creating scalable experiences that serviced multiple audiences using personalisation and omni-channel technology which, as a result, saw bounce rates drop by 35% and the value per visit increased by 45%! Additionally, the introduction of personalised offers drove conversions by 50% to 1,500%.

“Now is the time for all travel brands to be investing in their future. Our recent white-paper highlighted the lack of investment in tech and the related skills and how it was holding travel businesses back. If they don’t have the infrastructure in place soon to create a joined-up customer experience then one would have to question how they add value to the customer and if they will still be here in 5 years time.” Paul Stephen, Joint CEO at Sagittarius

With Sitecore Commerce, not only will you be able to enhance the experience for your users. You'll also be able to use this data to measure KPIs such as conversion rates, average cart size, total order values, cart abandonment and path analysis; giving marketers the ability to test their strategies quickly, measure impact and make more informed decisions.

Lastly, Sitecore Commerce effortlessly integrates with third party APIs for car rentals, hotel rooms and WIFI codes - making it the perfect content management and ecommerce platform for those looking for scalability and security as well as those all-important advanced marketing features.

All in all, if you’re looking to stay ahead of your competitors while keeping up with modern-day consumers; investing in a platform that can deliver an end-to-end customer experience is crucial. If you’d like to learn more about how Sagittarius could support this journey, get in touch with one of our experts on 0208 070 7820 or email hello@sagittarius.agency

Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.

 

Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

 
Thumbnail-Naomi-Harper
Naomi Harper
Head of Marketing & Communications
Naomi is the agency's Head of Marketing & Communications with a strong background in Public Relations, events, Marketing and Brand campaigns.

Naomi joined Sagittarius in January 2021 to deliver exceptional external brand experiences, engaging internal communications and to assist with the driving of sales and the developing of relationships with key strategic suppliers.
 

Thumbnail-Naomi-Harper

Naomi Harper

28 Nov 2019 - 7 minute read
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