Personalization directly influences customer engagement according to Maxymiser’s research study titled, “On the Road to Multichannel Travel.”
The report examines how consumers use online and mobile devices to browse, research, and book travel plans, as well as the impact of an optimized and personalized experience on customer loyalty, engagement, and revenue.
According to the study, 46% of respondents cited personalization – whether it takes the form of geo-location targeting or behavioral targeting – as a critical component of both the online travel research and booking experience.
“In today's digital travel landscape, travel companies and marketers must understand that a successful multichannel strategy cannot be achieved by simply developing a mobile site or launching an app,” Nadir Ali, Principal Consultant, U.S. Travel at Maxymiser, said in the report. “It can only be achieved by providing consumers with relevant, frustration-free products and services that inspire, delight, and cultivate loyalty regardless of their device of choice. Only then will travel marketers position themselves for strategic growth and reap the long-term benefits of a unified customer experience, such as increased reservations and revenues.”
Here are some of the other key takeaways from Maxymiser's research:
Optimized site structure and global navigation generates repeat customers. 54% of Americans identified various elements of site structure – easy site navigation, site speed/performance and easy/fast checkout process – as important aspects of both travel research and booking experiences
Personalized offers adapt to differing purchase behavior across web and mobile devices. 48 percent of desktop/laptop users purchase multiple travel products/packages, compared to 77 percent of mobile users who purchase a single travel product
Mediocre experiences push customers away to competitors. 62% of respondents indicated they are not likely to book again in the future, and 17% would never return, if presented with a poor experience on a travel website or mobile site
The study was conducted between Sept. 25, 2013, through Oct. 1, 2013, and garnered a total of 1,000 responses. It targeted a random sample of U.S. consumers, 18 years and older, who own at least one desktop/laptop computer, smartphone, and tablet.
Maxymiser empowers brands to transform every digital interaction into seamless, relevant and engaging customer experiences with its cloud-based testing, personalization and cross-channel optimization solutions.