Customer segmentation and personalisation of travel offers

CUSTOMER SEGMENTATION
AND PERSONALISATION
OF THE OFFER
Daniele Beccari
VP Europe, isango!
London, May 19th
2009
Daniele Beccari, VP Europe & Partnerships, isango!

SALE
Right
PRODUCT
Right
CUSTOMER
Right
TIME

Right CUSTOMER - Segmentation
FINDING
HOMOGENEITY IN
HETEROGENEITY

Right CUSTOMER - Segmentation
Segment of 1

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

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

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

Different lead times
Source: Martin Collings - Amadeus Daniele Beccari, VP Europe & Partnerships, isango!

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

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

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

Customer segmentation and personalisation of travel offers

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Customer segmentation and personalisation of travel offers