Download the workshop presentation presented at the Skift Global Forum 2015. This presentation dives into the world of personalization and how brands can engage with their travel customers.
This presentation is brought to you by Underline Communications.
Genesis 1:6 || Meditate the Scripture daily verse by verse
Make It Personal: Engaging Travelers with Personalized Messaging
1. MAKE IT
PERSONAL
Luke Daigle
Underline Communications
underline
Brian Lenhart
American Express Travel
AMERICAN EXPRESS TRAVEL
ENGAGING TRAVELERS WITH
PERSONALIZED MESSAGING
3. CO N SU M E RS W I L L T RAV E L M O R E
O F A M E R I C A N T R A V E L E R S
S AY T H E Y W I L L T R A V E L F O R
L E I S U R E T H E S A M E A M O U N T
O R M O R E I N 2 0 2 0
85%
Source: American Express Travel,“Future Travel Trends” (2015)
4. S T R O N G L Y A G R E E /A G R E E :
L E I S U R E T R A V E L I S A B I G
P R I O R I T Y I N M Y L I F E64%
P EO P L E P R I O R I T I Z E T RAV E L
Source: American Express Travel,“Future Travel Trends” (2015)
5. 82%
67%
58% 55%
UNITED STATES UNITED KINGDOMMEXICOCHINA
W I L L I N G TO SAC R I F I C E I N OT H E R A R E AS O F
T H E I R L I V ES I N O R D E R TO T RAV E L M O R E
Source: American Express Travel,“Future Travel Trends” (2015)
6. 76% Book flights and hotels
73% Research destinations
60% Streamline check-ins
T RAV E L E RS US E T EC H N O LO GY
Source: American Express Travel,“Future Travel Trends” (2015)
7. 63%
84%
83%
O F U . S . M I L L E N N I A L S A R E
W I L L I N G T O L E T B R A N D S
T R A C K T H E I R H A B I T S F O R
B E S P O K E S E R V I C E
W I L L S H A R E DATA FO R P E RSO N A L I Z AT I O N
Source: American Express Travel,“Future Travel Trends” (2015)
12. Current Email Campaign
AU D I E N C E
AmexCardmembers
F R EQ U E N CY
Monthly
G OA L S
Buildawareness
Driveonlinebookings
Offer
promotion
Benefit
reinforcement
Travel
inspiration
13. Current Email Campaign
! Boost engagement
! Increase bookings
! Improve relevance
K E Y I S SU E
Single, generic
creative sent to
all customers
17. Some Cardmembers take lots of short weekend trips,
while others take only a few long, expensive trips.
Some are‘do-it-yourselfers’, while others prefer to let full
service agencies take care of the entire process.
Some will pay a premium for a special experience,
while others are extremely price sensitive.
— AMERICAN EXPRESS TRAVEL RESEARCH
“ ”
23. Personalized marketing is now a“must-have”
10-20%
Source: Skift + Boxever,“The Future of Personalized Marketing In Travel” (2014). Stats based on Boxever results with airlines and OTAs.
increase in revenue
per week
improvement in
conversion rates
more revenue per visit
from repeat visitors
5%+
3-7x
24. Brands realize the importance…
of marketing professionals across multiple
industries said personalization is“important”
to“extremely important”.94%
Source: Conversant,“The Personalization Imperative” (2014)
25. …but there are challenges
! Securing internal resources to coordinate
! Building a single customer view across channels
! Finding agencies and vendors to execute
26. 70% of brands fail to personalize
their messages.
Source: Experian Marketing Services Email Marketing Study (2013)