Multi-Channel Travel Bookers:
Understanding the Challenges
Webinar
February 1, 2012

Kevin May,
Tnooz editor / moderator

Presenters
Graham Jones, Dieter Davis, Geoff Galat,
Psychologist Expedia Tealeaf

Poll no. 1

Multi-channel
travel bookers
How to connect with
what they are thinking

People are different...!
• Multiple channels are
not the answer for all
– Extroverts like them
– Introverts do not
• Personality type
influence our use of
technology
– What are the
personality types of
your customers?
www.grahamjones.co.uk

Show them you care
• Trust in technology
varies according to
one principal
psychological factor
– That will determine
whether or not people
use multiple channels
• Demonstrate you care
and people trust you
www.grahamjones.co.uk

I see you everywhere
• Decisions to trust a
company are rapidly
executed
– Are you visible?
– Are you talked about
positively?
– Are you engaging in
real-time?
www.grahamjones.co.uk

Attention spans are low
• There is so much
information
competing for our
attention we do not
notice most of it
– Or do we?
• You have just ONE
SECOND to make an
impact
www.grahamjones.co.uk

What can you do?
• Target ever narrower,
tiny, specific niches
– Focus on very small
groups of customers
– Marketing to
individuals, direct into
their mind, is the
future
www.grahamjones.co.uk

Poll no. 2

Dieter Davis
Director of Web Analytics Implementation
Expedia, Inc.

Technology is Changing!
“.com!”
2002
2 Channels
“.com...?”
2012
!? Channels
Customers are challenged
learning and trying all these
channels, ever-changing!
So many!

Traveler Challenge #1: New Channels are Evolving FAST
Which do I use?
Social Can I reach a company?
Do they respond?
Mobile Do they have a Mobile Site?
Does it work?
Web Can I shop?
Why doesn’t it work!?!
Mobile Do they have one?
Just browse? Can I buy?
App Is the app on my device?
WHAT’S NEXT??

Traveler Challenge #2: Travel IS Social and Mobile
Travel Notifications
Travel Price Changes
Hotel Review on Facebook
Find Hotels Near Me
Post pictures of my trip,
while on my trip!
IT’S MANDATORY!

Travel Brand Solutions: Listen, Learn, Engage
Which channels are customers interested in
(today)?
Are they engaging in a new way?
What are their interests, current passions?
Are there products we are missing? Ideas?
Product Reviews?
Process issues? Website issues? Customer
Service? Marketing?
Consistent messaging.
Personalize messaging, with an one eye to audience.
Extra chance to recover a customer.
“Make it so!”
GREAT INFO!

Travel Brand Solutions: Design, Educate, Encourage
Crisp designs.
Simplify: Mobile AND Social.
Common design across ALL channels.
Cross-channel advertise your presence.
What is available in each channel?
Shop? Buy? Travel Help? Reviews?
Ask customers to help – you and other customers!
Tie into rewards, sweepstakes programs, etc.
Provide a benefit back: Organization, Functionality, etc.
HELP THEM LEARN

Poll no. 3

Geoff Galat
Vice President Worldwide Marketing
Tealeaf
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

We absolutely want
to give our customers
the best possible online
experience so they
continue to fly with us.
20 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Companies typically spend
$92 to bring customers
to their site.
92:1 But only $1
to convert them.
21 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Bad customer
experiences are more
dangerous than ever
22 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Focusing on customer experience is a
powerful way to beat your competition
23 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

What is your customer experience strategy?
How do you prioritize:
acquisition vs. conversion?
Do you measure
customer satisfaction?
Do you have a customer
listening program?
24 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Why is the
newWhat.
What?
Tealeaf uniquely provides
the visibility required
to understand why
customers succeed or fail
25 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Perfect the online experience by:
Removing sources of
customer “struggle”
Usability issues
Application issues
System issues
Site errors
26 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

36% of bookers use 2 or more
channels to research
a holiday
Positive customer
experience is a priority for
42% of bookers
27 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

46% of bookers say a negative
experience on a mobile device
would negatively impact their
feelings towards the
brand
28 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Doing mobile, and doing
it well, is no longer a
‘nice-to-have’ offering.
It’s now absolutely
critical.
29 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Q&A

Thank you!
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