Build the best possible journey! Top tips for savvy travel operators

Its a travel stampede. A run for the sun. A crazy rush to secure that new, rare and precious commodity, a holiday away from home. However you describe this countdown from lockdown to check in, travel options are now open and no travel operator should get left behind.

But with so many travel choices available, many online travel players will lose customers on that perilous journey from landing page to booking. Its horribly tantalising to watch a spike in web traffic, only to witness how customers dwell, explore and depart with only a handful proceeding to checkout. Why does this happen and how can you fix it?

Some of this behaviour is quite simply the new climate we’re in. Customers are energised and spoiled for choice. We’ve all been on a bland Covid diet for a long time……..and now we all see a future full of freedom and possibility. Well its hard to be rational. Customers may just want to feast their eyes on the range of options. Short term, there’s likely to be an uplift in travel browsers before travel bookers.

According to our Head of CRO, Lydia Wright – there is a way to harness the numbers. To amplify your brand experience and convert crowds to commerce. From designing a delicious trail of digital delights that lead effortlessly to ‘book now’ or creating fresh and topical web content, we’re here to help you create a seamless customer experience. Here’s 3 tips so you can strike the smartest strategy in this competitive holiday marketplace and convert browsers to bookers.

1. Lets start with the biggest customer concern. The cancellation policy. Right now its top of your customer’s mind and given the stop-go-stop experience we’ve all had, they’re right to be cautious. We recommend you put your cancellation policy front and centre. Make it easy to find on your website, easy to read and easy to understand. Use language that makes customers feel assured and confident that if things change, you’ve got their back. We love this Thoughtful Travel Guarantee from the Thinking Traveller. The guarantee is located on a dedicated landing page and there are repeated check in moments prior to booking when customers are contacted and given regular confidence updates in their countdown to departure.

1. In a crowded marketplace, what can you do to stand out? Its an obvious piece of advice but its worth remembering. Make sure your unique selling point sings for you. What is so different about your travel offer? How personalised or safe is your travel package or equally important, how cost effective? Ensuring you are matching SEO search terms and key words that connect directly with your unique offer will help the right customers find you quickly. And of course research and harness those tailor-made instagram influencers and travel writers who can send credible backlinks straight to your website. Now is the time to be laser focused on what makes your travel experience so unique.

1. With multiple browsers exploring multiple travel sites right now, its worth considering how to encourage departing visitors to return. One of the top tips our Head of CRO, Lydia shares is how to help a returning web visitor pick up where they left off. Providing a personalised wish-list option on your site is a great idea. There’s nothing worse than finding a great collection of travel ideas on one website, only to find you have to start the search again when you return. A personalised wish-list that’s ready for returning customers means you can also build a customer relationship. Encourage customers to save their favourite options, reminding them that their collection of ideas is eagerly awaiting their return to book – quickly!

At Somebody Digital, we’re here to help you. Let us take the friction out of your travel customer journey and increase bookings during this busy and buoyant time. Contact somebody@somedigital.com for a consultation.