Customer segmentation and personalisation of travel offers

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Customer segmentation and personalisation of travel offers.
Presentation held at Eye For Travel, London, 2009.
Daniele Beccari, VP Europe and partnerships, isango!

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Customer segmentation and personalisation of travel offers

  1. 1. CUSTOMER SEGMENTATION AND PERSONALISATION OF THE OFFER Daniele Beccari VP Europe, isango! London, May 19th 2009 Daniele Beccari, VP Europe & Partnerships, isango!
  2. 2. SALE Right PRODUCT Right CUSTOMER Right TIME Daniele Beccari, VP Europe & Partnerships, isango!
  3. 3. Right CUSTOMER - Segmentation FINDING HOMOGENEITY IN HETEROGENEITY Daniele Beccari, VP Europe & Partnerships, isango!
  4. 4. Right CUSTOMER - Segmentation Segment of 1 Daniele Beccari, VP Europe & Partnerships, isango!
  5. 5. Right CUSTOMER • Niche segment – Focused service – store-in-store/microsite concepts • Self-customization – Kayak and others • Statistical / behavioural profiling – Advertising platforms – Clustering/Conjoint analysis – Personal user profile data/keywords – Peers matching and social networks Daniele Beccari, VP Europe & Partnerships, isango!
  6. 6. Right TIME – multiple dimensions LIFESTAGE PRE KIDS ON KIDS POST KIDS CRM STAGE NEW RETURNING LOYAL TRIPS BUSINESS Fam HOLS RELATIVES GETAWAY TRIP PLANNING INSPIRATION BOOKING ON TRIP POST TRIP PURCHASE CYCLE SEARCH & COMPARE PAY CONFIRM REVIEW SEASONALITY SUMMER XMAS WINTER BANK Hols Daniele Beccari, VP Europe & Partnerships, isango!
  7. 7. Phase What do our customers do or need? Planning -Gather info on things to do and attractions -Share with friends -Search and negotiate with different suppliers -Decide -Book Getting ready - Health and safety - Visas, cash - Buy clothes, luggage - Read books/news about destination - Tell friends - Setup blogs - More research on things to do - Book more - Emergency numbers list - Wait … On trip - Getting from/to airports/stations - On flight, lounges - At hotel - Call home - Local transport - Getting around, maps, GPS - Eat and drink - Childcare - Meet local people - Update blogs - Take pictures or video - Buy souvenirs - Do activities and discover more things to do - Send postcards Back home -Unpack -Gifts/souveni rs -Photo sharing -Blog update -Tell friends - Scrap booking Post trip -Lessons learned for next trip -Imagine next trip -… shift into next pre-trip phase. Our value How can we help here? Brainstorm… How can we help here? Brainstorm… How can we help here? Brainstorm… How can we help here? Brainstorm… How can we help here? Brainstorm… Our touch points - Web site - Emails - Call center - Concierge - Mobile How can we best interact with customers through the touch points in order to offer the value above? How can we best interact with customers through the touch points in order to offer the value above? How can we best interact with customers through the touch points in order to offer the value above? How can we best interact with customers through the touch points in order to offer the value above? How can we best interact with customers through the touch points in order to offer the value above? Customer Experience Map Daniele Beccari, VP Europe & Partnerships, isango!
  8. 8. Different lead times Source: Martin Collings - Amadeus Daniele Beccari, VP Europe & Partnerships, isango!
  9. 9. Right TIME - context is king: making sense of data USER TIME TRANSACTION – Profile •Home city •Class preferences •Special interests -History - class of travel - hotel type/room - frequent destinations - extras already purchased – Seasonality – Booking date/day – Booking process step – Destination – Travel dates – Type/Number of pax – Filters used – Session locale (language/currency) Your BRAND STRATEGY AND VALUES Deals / Service / Innovate / Dream Daniele Beccari, VP Europe & Partnerships, isango!
  10. 10. Case study: Air Pacific + Amadeus Result: +243% bookings y-o-y Source: Martin Collings - Amadeus IF at least one child in PNR THEN IF Class = Cheapest THEN show hotels A3, B3, C4, D4 ELSE show hotels C4, D4, E5, F5 END IF ELSE IF length of stay 1-4 nights and not on weekend THEN IF Class = Cheapest THEN show hotels G3, H3, I4, J4 ELSE show hotels I4, J4, K5, L5 END IF ELSE IF Class = Cheapest THEN show hotels M3, N3, O4, P4 ELSE show hotels O4, P4, Q5, R5 END IF END IF Business { 4 Star Short Stay Rest { 5 Star No Kids Holiday Children { 3 Star Family Daniele Beccari, VP Europe & Partnerships, isango!
  11. 11. Technology enablers – Partners’ inventory tagging and categorisation • Reference data (mainly location mapping) • Demographic tags, metatagging/keyword search • Ease of integration: XML feeds, widgets • Brand customisation – Full online retailing packages • Endeca – “helps shoppers to find the products they want and discover others they didn’t even know they wanted”. • CRM/Enterprise marketing platforms – Unica, Siebel, SAS, Aprimo, Neolane… • License cost start at 50k$ but grows rapidly in the 100$ with customisation services and in the 200-500k$+ with scale – Travel technology providers • Amadeus, Datalex, ITA, iSeatz, EzRez, … • All have some data or tools to be exploited • Assess customisation costs and maintenance! – Custom business logic design • Cost in the range of 20-40 man days for simple logic • Partner integration costs – very small to very large Daniele Beccari, VP Europe & Partnerships, isango!

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