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TRAVEL BREAKFAST NOV 2014 
Lessons on Personalisation in Travel 
OntheBeach.co.uk
TRAVEL BREAKFAST NOV 2014 
Chris Dalrymple 
Head of Ecommerce 
chris.dalrymple@onthebeach.co. 
uk 
@chrisdalrymple
TRAVEL BREAKFAST NOV 2014 
On the Beach 
Founded 2004 in Manchester 
Founder CEO, Private Equity backed (Inflexion), fast growth 
UK’s leading independent beach holiday specialists
TRAVEL BREAKFAST NOV 2014 
On the Beach Customers 
Long consideration cycle 
Flight plus hotel plus transfer (dynamic packaging) 
Simple, Flexible payments, low prices 
“Morrisons Mum”
TRAVEL BREAKFAST NOV 2014 
On the Beach Technology 
In-house 
Agile 
Multi-disciplined teams 
Post-its
TRAVEL BREAKFAST NOV 2014 
On the Beach Personalisation 
In-house 
Agile 
Using both Session & User behaviour 
Data-driven evolution
TRAVEL BREAKFAST NOV 2014 
The booking funnel 
Search 
Flight 
results 
Hotel 
results 
Transfers Order 
Refine/Research
TRAVEL BREAKFAST NOV 2014 
Search 
Flight 
results 
Hotel 
results 
Transfers Order 
Refine 
All visitors: 
New vs returning 
Referrer 
Departure airport 
Couple or family 
Holiday dates 
Flexibility 
Preferred airport 
Preferred airline 
Star rating 
Facilities 
Favourite resorts 
Budget 
Board basis 
Trip Advisor sensitivity 
Chains or boutiques 
Golf or water park 
Large or small Max travel distance 
Everything we need to 
know about their next 
holiday...
TRAVEL BREAKFAST NOV 2014 
Contrast with retail... 
Navigate 
Product 
result 
Basket Order 
All visitors: 
New vs returning 
Referrer 
Gender Size
TRAVEL BREAKFAST NOV 2014 
Initial steps: 
1. Architecture 
2. Homepage deals 
3. Recommended hotels
TRAVEL BREAKFAST NOV 2014 
Next steps: 
1. Evolve rules 
2. Test further data points and other site areas 
3. Extend across channels and devices...
TRAVEL BREAKFAST NOV 2014 
What if we add an email address to that 
profile..?
TRAVEL BREAKFAST NOV 2014
TRAVEL BREAKFAST NOV 2014 
Learnings 
Liberate the data you already have 
Test and learn 
Log in = cross channel and cross device

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WhatUsersDo Travel Breakfast Briefing

  • 1. TRAVEL BREAKFAST NOV 2014 Lessons on Personalisation in Travel OntheBeach.co.uk
  • 2. TRAVEL BREAKFAST NOV 2014 Chris Dalrymple Head of Ecommerce chris.dalrymple@onthebeach.co. uk @chrisdalrymple
  • 3. TRAVEL BREAKFAST NOV 2014 On the Beach Founded 2004 in Manchester Founder CEO, Private Equity backed (Inflexion), fast growth UK’s leading independent beach holiday specialists
  • 4. TRAVEL BREAKFAST NOV 2014 On the Beach Customers Long consideration cycle Flight plus hotel plus transfer (dynamic packaging) Simple, Flexible payments, low prices “Morrisons Mum”
  • 5. TRAVEL BREAKFAST NOV 2014 On the Beach Technology In-house Agile Multi-disciplined teams Post-its
  • 6. TRAVEL BREAKFAST NOV 2014 On the Beach Personalisation In-house Agile Using both Session & User behaviour Data-driven evolution
  • 7. TRAVEL BREAKFAST NOV 2014 The booking funnel Search Flight results Hotel results Transfers Order Refine/Research
  • 8. TRAVEL BREAKFAST NOV 2014 Search Flight results Hotel results Transfers Order Refine All visitors: New vs returning Referrer Departure airport Couple or family Holiday dates Flexibility Preferred airport Preferred airline Star rating Facilities Favourite resorts Budget Board basis Trip Advisor sensitivity Chains or boutiques Golf or water park Large or small Max travel distance Everything we need to know about their next holiday...
  • 9. TRAVEL BREAKFAST NOV 2014 Contrast with retail... Navigate Product result Basket Order All visitors: New vs returning Referrer Gender Size
  • 10. TRAVEL BREAKFAST NOV 2014 Initial steps: 1. Architecture 2. Homepage deals 3. Recommended hotels
  • 11. TRAVEL BREAKFAST NOV 2014 Next steps: 1. Evolve rules 2. Test further data points and other site areas 3. Extend across channels and devices...
  • 12. TRAVEL BREAKFAST NOV 2014 What if we add an email address to that profile..?
  • 14. TRAVEL BREAKFAST NOV 2014 Learnings Liberate the data you already have Test and learn Log in = cross channel and cross device