AI enables personalized marketing tailored to the needs of individual customers; helping marketers in the travel industry overcome their challenges of catering to personalized product recommendations as well as information that is tailored to their needs. There is a plethora of opportunities which marketers can explore with the sheer amount of data they have such as geo-location data, demographic data, behavioral data et al. The obstacles are seen in the form of high customer acquisition costs and low conversion rates, diminishing brand loyalty from the customer end, and high rate of booking abandonment, which can go as high as 80%.
Getting across the apt content to customers at the right time is quintessential. Travel marketers can use a variety of tools for customer acquisition such as:
AI backed customization engines predict future behaviour of customers on the basis of customer eyeball data and their behaviour. Customized recommendations at each and every step are helpful to the brands.
Homepage Reccomendations: On the basis of the customer’s search history, they are shown information that is most relevant to them when they are on the homepage of a travel website. Example: A customer searching for hotel stay in Milan will be shown the best deals on all Milan hotels. This increases their chances of booking and such personalized home page recommendations can get the company relatively higher CTRs.
Product Recommendations: Product Recommendations help on the basis of the interest of the customer in higher conversions, especially if the recommendations are contextual. Sightseeing packages, honeymoon packages, etc. can be shown.
Category page reordering: This is a simple case of showing the preferred products of the user first. If a customer has a tendency to look at home stays rather than hotels, then the travel marketeers can recommend home stays at top resulting in good conversion rates again.
Exit popups: Customers often browse a lot before picking the end product or service. If a customer tries to leave your website a customized exit popup may just help them stay or make them think og coming back to your website.
Besides, personalized emails through tailored recommendations as well as push notifications may lead to conversions. To add to these methodologies, rule-based personalization or in simple terms, designing a whole website experience on the basis of the customer’s location, type of device used etc. can help in greater conversions. The advances in AI and ML have brought in a stream of opportunities for travel marketeers. Using AI for customer acquisition is definitely the way forward.
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