The Art of Selling Travel

Rollout the Red Carpet for Travel Shoppers

As travel sellers, we need to be ever mindful that we’re in the hospitality business. We should roll out the red carpet, not just when our guests arrive at our properties, but at the very start of the purchase decision itself.

Too often we get that wrong.

I mean, how many of us really like those ubiquitous pop-up forms that insist we to sign-up for more promotional emails?

Even, our call to action, “Book Now,” is a bit transactional, and in most cases, even a tad presumptuous.  After all, more than 85% of the people who visit our websites are just shopping and still want to consider alternative destinations; confer with family and friends, and figure out what best fits their schedules and budgets.

For most people, a travel purchase is not just a transaction, it’s part of the journey itself.

In fact, Expedia claims that U.S. vacation shoppers spend an astounding 8.7 billion minutes per month browsing travel websites.  A typical vacation shopper goes through an average of 19 different online touchpoints before making a booking, according to HeBS Digital.

If we want to convert more “lookers” into “bookers,” our job is to escort our guests through their purchase decision experience from the start.

Some of the big hotel and airline companies have retooled their marketing, revenue management and IT departments around this task of managing the customer journey, accompanied by multi-million dollar investments in big-data platforms.  (For more about this, read the Eye-For-Travel report in the Other Voices section on the right.)

But your travel company doesn’t have to start there.  Begin by being as personal, friendly and on-brand as possible.

Step One:  Go through your current website and make sure all your messaging makes sense and is “on-brand.”  One travel site thanked me for registering with “Your account has been successfully created. You may now login using your new credentials.” My what?

Another, at the end of the booking process, demanded a $1,000 deposit on a perfunctory invoice screen which I found a bit off-putting.  Reiterating all the good things that were included in my fare would have made a $1,000 deposit a much easier pill to swallow.

Well Done: Disney Cruises does a nice job of keeping price and benefits messages together.

Step Two:  Go ahead and ask for the booking, but if the guest isn’t ready, follow-up with a friendly reminder on the same day.  Travel companies who are using booking abandon messages say they are the most effective emails in their entire marketing arsenal.

Step Three:  Be patient, make sure to continue your dialog with a pre-planned series of personalized and relevant follow-up communications that will keep your company top of mind as your prospective guests continue along their purchase decision journey.  It could take up to three weeks, or even more.

How many of us have walked into a store to browse but have retreated out the door when faced by an overly eager sales person who appears too anxious to close a sale?

I fear that’s happening too often on our travel websites as well.

The Art of Selling Travel blog is published by Peak Revenue Performance, Inc., 560 West 51 Terrace, Miami Beach, Florida, USA, 33140.
Copyright 2017, Peak Revenue Performance, Inc.

If You’ve Got a Rate Guarantee, Use It

We work so hard, and spend so much money, to get travel shoppers onto our websites and into our booking funnels.

Sadly, more than 80% of the people who begin the online booking process will abandon before completing the purchase. Of those, roughly a third abandon because they want to compare prices elsewhere.

A few months ago, Hilton Worldwide launched its largest advertising campaign ever around the theme, “Stop Clicking Around.” The campaign highlighted a low-price guarantee and free amenities unavailable to guests who booked through OTAs like Expedia and Priceline.

We want our customers to stop “sorting through a dizzying array of websites, enduring hundreds of clicks and wasting hours of time…to find the best prices,” said the company’s CMO. What she was really saying is that Hilton wanted to improve its “look” to “book” ratio and the low-price guarantee and free amenities were tools to do just that.

Radisson Hotels, responding to their own booking abandon frustration, took the bold step of interrupting the booking flow with a pop-up ensuring customers saw their best rate guarantee.

Actual results of the Radisson tactic are not available outside the company, but research shows that price guarantees can convert up to 9% more “lookers” into “bookers,”. (For more about Radisson’s approach, click on http://www.salecycle.com/hotels/#nch/2142532184.)

I applaud Radisson’s approach, or something similarly strong and difficult for customers to ignore. Many travel companies have price guarantees on their websites. But the guarantees are often too small and off to the side, more of a whisper than a big bold claim.

We should change that, don’t you think?

The Art of Selling Travel blog is published by Peak Revenue Performance, Inc., 560 West 51 Terrace, Miami Beach, Florida, USA, 33140.
Copyright 2017, Peak Revenue Performance, Inc.

Leave a Reply

Your email address will not be published. Required fields are marked *

Adam Snitzer, Principal
adam@peakrevenueperformance.com

Adam is an international pricing and revenue optimization consultant. His strategies have helped travel companies grow, open new markets, launch new products and counter competitive threats. Adam has generated more than $500 million of incremental value for his employers and consulting clients.

How to attract more guests, who book earlier and at higher prices.
Ironclad Guarantee for first-time consulting clients

We’ll find concrete, specific and actionable opportunities worth at least ten times the project fee, or Peak Revenue will refund your deposit and you’ll owe nothing.

Other Voices

From Google: Even though it’s a couple years old, this report is the best I’ve seen about how people use online tools to make travel decisions.



From Eye-For-Travel: This fascinating video explains how Hilton is organizing business processes around creating more personalized guest experiences.



From SaleCycle: This survey explains where and why people abandon their online booking.