Spring is here! Finally! After what seems to be the longest winter of my life (I know it was not the worst winter ever, but for some reason that I do not know), the winds of change are in l & # 39; air.
I am currently discussing my vacation for the year with my family and the only way we tend to look and book a vacation is online, via our phones or laptop. We remembered how we used to book vacations, visit a travel agent and discuss the different options available, leaving agents with a bundle full of brochures and spending the next few days crossing all destinations. available hotels. The whole process took weeks.
But nowadays, normally motivated by an email with special offers, we simply plug in the dates, location and type of vacation we want and are presented with all relevant options. A brief discussion and suddenly the holidays are reserved, while sitting on the couch.
How the world has changed. I was talking to a colleague about this this morning and I started to wonder how many people were still booking in person at a travel agent. After a little research I came across ABTA Holiday Habits Report 2017 and lo and behold, the statistics I was looking for, 17% of the book of respondents in store (compared to 19% in 2016) and a whopping 83% book online (up 76% in 2016), So it appears for once in my life, I'm very normal!
It 's not really a surprise, with the ease of online shopping, that the preference for vacation bookings is to do everything online, which makes your digital marketing strategy easy. as much more important in the travel industry.
With an emphasis on email, how do you use your campaigns! If you do not have an abandoned basket program, you are really missing, because I found that 81.6% of the baskets are abandoned on travel sites and the reasons for this abandonment are:
39% just browsing
37% price too high
21% should check with other members of the group
The booking process of 13% took too much time
9% of technical problems
7% lack of payment options
Looking directly at the first three of these answers, your abandoned email program might be the answer.
For people doing research, your abandoned cart may remind them of one of the options they're considering. Use this as an opportunity to highlight the benefits of booking with you; security, customer service or your USP and to speed up the process, you could offer a timed discount code to win the business.
This could also work for the "price too high" camp. Would a discount be the solution to win this business?
And finally, for people who need to check with other members of the group, send this mail containing the reservation will mean that they can just share it with others
So, an email that could satisfy the three main reasons for abandoning the basket.
One of our travel clients added a cart abandonment program and he was so successful that he covered the cost of the project in one and a half week. You can read all about this case study here .