One Retail Travel Outlet Turned Planning into Utility

Posted by Akshita Rawat on Jul 4, 2019 3:51:00 PM

 

Travellers, no matter how big or small their budget is, if travelling international or local, do their homework. As of 2019, budget travel searches are on a rise. It should be, after all, travelling means a different thing to each one of us and in order to enjoy it to the most, the itinerary needs to be planned.

One of our clients - a giant retail travel outlet - went out to get a realistic travel budget in mind for the travellers to plan ahead and avoid any spending shocks along the way. 

Understanding the user intent

Customer insights, machine learning, and automation give us an opportunity to make sort out things from digital chaos — to not only work in smarter ways but to drive measurable business outcomes through marketing.

There aren’t a lot of tools available online today to help travellers with budget planning. An umbrella term, it covers every possible opportunity you would be spending during your travel. 

Travel, accommodation, food, shopping and most importantly currency rate are all an important part of the planning. 

As a result, their approach to making change depended upon the real insights from the site visitors - a key request from the users was to be guided for real on how much money they would be spending. Although they had currency cards on the website, those were static. 

The client’s approach to bringing change depended upon taking insights from the site visitors and offering them real value through a dynamic budget planner and currency convertor.

currency-card-srijan-1

Currency cards were static

What is a budget planner?

Deciding how much money to take on holiday can leave you feeling confused. This budget planner is an easy to use calculator, among other features added, to help provide a realistic travel budget value. Built on React.js on top of Drupal, this is a dynamic feature and can be added anywhere in the website (under blogs, services) without coding. 

Here’re are a series of images on the working of the budget planner: 

Step 1: User needs to add information about the destination, people, currency

travel-info-1-srijan

Step 2: User needs to add information around their food plans

step-2-user-needs-add-information-food-plans-srijan

Step 3: A basic idea of how much they would spend on shopping.

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Step 4: How much they would spend on transport

step-4-srijan-tech

Step 5: And you have an actual estimate based on your plan how much you need.

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Once the person has determined how much they would be spending, they can further meticulously plan out how much do they need and in which form with currency calculator.

covert-currency-srijan-tech

The buy online option can help them buy it through their services. The budget planner and currency calculator leave the audience more engaged and empowered with their decision and planning. 

The budget planner is:

  • An intuitive and easy-to-use calculator
  • With a responsive UI
  • It is lightweight and fast giving real-time results
  • And can be added in their other  pages without coding
  • It is also extendable in future. The client can add more features and steps

Getting the audience on board

The client went beyond its usual even-paced strategy of blogs and service pages to reach a wide audience, offering them something to fiddle with.

Engagement is an important part of the customer experience strategy. In the travel industry especially when one traveller engages in over 500 different digital touchpoints during her research for a flight for an upcoming trip.

The budget planner helped them increase their sales just after 3 months of implementing the tool on their website.

The client realized that people are no longer following a linear path from awareness to consideration to purchase. By offering them something to fiddle with, they narrowed and broadened their audience consideration in a unique way.

Helping this client with technical execution, Srijan is working with leading travel enterprises assisting them to execute insights actionably. Ready for a scalable and innovative solution? Drop us a line and let our experts get in touch with you.

Topics: Travel, MarTech

4 Reasons why travel Marketers need to focus on SEO

Posted by Piyush on Jun 28, 2019 12:20:00 PM

While the globe maybe an insignia of exploring places but it’s the activities on the search that inspire travellers to go places.

Online interactions and increasing the use of the device - too old but true - are shaping how people plan and execute for their next trip. Online search engines continue to dominate the travel industry with 60% of leisure travellers and 55% of business travellers using them to research and plan travel.

In fact, leisure travellers today are as likely to shop for flights on their smartphones as they are to shop for music.

Marketers in the travel and hospitality industry, need to effectively pursue their organic search efforts. Let’s find out why.

4 Reasons Why Travel Marketers need to Focus on SEO🔍

Planning for a trip is not easy. There are a lot of moments when travellers are confused and may feel dizzy. People are turning to their smartphones for immediate answers to their travel questions.

  1. It starts off with search

    Search is the most common channel to research and plan. "Honeymoon destinations" and "europe destinations" are common searches. 60% of searches for destination information come from mobile devices. "Best time to visit [destination]" searches are common as well, and increasingly so on mobile. 

    Search is an important part of the micro moment travellers are experiencing. This 'i-want-to-get-away-show-me-options' is when travel marketers can capitalize. This is the time when they consume a lot of travel content in general, and look up great deals too! Travel-Search
  2. When does the wanderlust kick in 

    Once these viewers have been inspired to travel, there is a spike in the amount of information they consume. The spike is particularly high when they know where they’re headed and there’s no looking back.

    This is where they switch from searching for generic content to specific content. This could range from authentic experiences to local cuisines, shopping and a lot more!

    Curating and maintaining the relevant and quality content is the second most important part of the search.

  3. When do they search

    There are all types of travellers. Some who love to keep things planned, and some who plan 'right now'. Interestingly the percentage of latter is  increasing. 48% of bookings happen after the people arrive at their destination.

    It could be anything, from restaurants, to photo walks, a romantic boat ride or booking rooms. Investing your energy and resources in SEO ensure that they find you, which gives you a great chance again, to land new travellers and to provide the best customer experience possible, to the already existing ones.
    Travel-destination-Srijan
  4. They are in a hurry🏃🏻

    As marketers we know that page speed affects your SERP.  94% of leisure travellers switch between devices as they plan or book a trip, slow speed is definitely a deterrent that you would hit you bad. 

    The travel season might bring in a plethora of options for the inquisitive wanderers, but it also turns the competition you face into an intense race. SEO practices also take into account how your content affects the page loading time.

    88% of travellers with smartphones would switch to another site or app if yours doesn't satisfy their needs.

    While a page which loads quickly increases the likelihood of a conversion, slow pages direct your viewers to your competitors. 

SEO is important because your travellers need content relevance. Quick load, mobile friendliness and the quantity of great content is also crucial for a great customer experience but also for your SERP.

Packing Up! Luggage on Apple iOS 12.2

Search is what powers travel businesses online and this makes it highly important for travel businesses to focus on SEO. Not only does search pump up revenue, but it also helps in building a better brand.

What’s more is that a better SERP ranking leads to a greater number of conversions, even if there is a more established website but with a lower rank. SEO is therefore the most effective means to helping travellers find you, in their quest to finding themselves!

Topics: Travel, MarTech

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