‘Beyond the bookings: the Travel edition’ webinar: 10 key takeaways

If you are a marketer in the Travel and Hospitality industry, you’ll always be looking for ways to improve user experience for your customers, from the moment they make their first purchase to post-trip experience.

At our latest webinar ‘Beyond the bookings: the Travel edition’, we looked at website optimisation strategies and tactics that British Airways and Expedia use to engage with their customers post-booking, improve customer satisfaction and encourage repeat business.

Here are our 10 key takeaways from the webinar:

1: Customer journey mapping

Understanding the phases: Recognise the different phases customers go through, from immediate post-booking to post-trip memories.

Tailored engagement: Map out the customer journey based on user research to personalise experiences effectively.

2: Importance of customer journey

Profitability: Customer-centric businesses are 60% more profitable than those not focused on the customer.

Expectations vs. reality: Customers expect seamless and personalised experiences, but many brands fall short.

3.Immediate post-Booking phase

Golden opportunity: Set the tone for the entire customer experience post-booking by providing reassurance and essential information.

Drive further engagement: Prompt customers to engage further by subscribing to updates or following on social media.

4: Pre-trip planning phase

Anticipation and preparation: Communication during the pre-trip planning phase should be timely, relevant, and focused on providing value to the customer rather than simply upselling. Mitigate concerns, offer upgrades, and provide personalised recommendations to enhance customer satisfaction.

5: Pre-departure phase

Final preparations: Offer responsive support, clear guidance, and additional services to ensure a smooth start to the trip.

Opportunities for revenue generation: Present options such as airport lounge access or last-minute upgrades strategically.

6: During the trip

Enhanced experience: Provide personalised recommendations for activities and dining experiences to create memorable moments.

Gather valuable feedback: Actively seek input from travellers to address any issues and demonstrate commitment to satisfaction.

7: Post-trip feedback

Engage and gather feedback: Encourage travellers to share their experiences, provide feedback, and inspire future travel plans.

Building brand loyalty: Express appreciation, offer incentives, and simplify loyalty programmes to keep customers engaged and coming back.

8: Timely communication

Instantaneous response: Customers expect timely communication, especially during critical phases like booking confirmation and pre-departure.

9: Personalisation and clarity

Tailored offers: Use available data to personalise communications and recommendations based on customer preferences as they expect seamless experiences throughout their journey. Tailoring communications and services to their preferences and needs can significantly enhance customer satisfaction and loyalty.

Clear and concise messaging: Avoid overwhelming customers with excessive information and ensure clarity in communication.

10: Continuous improvement

Iterative approach: Continuously evaluate and optimise the customer journey based on feedback and insights.

Simplicity and transparency: Keep loyalty programmes simple and transparent to maintain customer engagement.

By understanding and optimising each phase of the customer journey, Travel marketers can effectively engage with customers post-booking, enhance satisfaction, and drive repeat business.

Watch the full webinar recording below.

‘Beyond the bookings: the Travel edition’ webinar recording