Dara began with a nod to the new media based deal with IHG. He said Expedia's focus is to change the traditional impersonal relationship with consumers to be more individualized. Three areas of focus: (1) email (2) Segmentation (3) Search experience - lodging search experience to the next level.
(1) Email - described Amazon's email follow-up after search. Booking window, length of stay, impacting next visit at Expedia. Email as upsell opportunity. Purchase behavior impacts the type of email message generated. Occasion or event triggers for emails are more effect - 20X as effective. Air search with permission send email - 30X conversion rates
(2) Segmentation - demographic mailings. Unique content based on segmentation - Expedia Elite Group - premium service levels - no cancellation or change fees and other services
(3) Personalization - Optimization of lodging sort. Previously anyone would get the same sort. Built an algorithm sorting hotels with goal sending hotel partners more likely to convert and enjoy that hotel. Personalized predictions based on conversion - 30 attributes - kids, which site, length of stay, adding factors for partners inventory levels. Customer reviews
Summary - Long Tail - world is flat. One to one relationship with every traveler.
My comments - All this is not new, but does show a new level of maturity for Expedia in order to better target customer segments verses a vanilla approach traditionally followed by Expedia.
Your blog is great. Traveling has become an integral part of my life. I have traveled to more than 20 countries of the world and every time it was new experience. New in terms of culture, nature, people as well as a travel agency. Out of 20 agencies that I have already worked with only 4-6 were great, others- a real rip off. I have also dealt with Expedia.com, one of the most popular travel websites. I learned about it from www.pissedconsumer.com. I will not say a word about the agency go to www.pissedconsumer.com and read what customers say.
ReplyDeleteI'm in the midst of customer service hell with Expedia, and I must say I'm very disappointed. Am not certain I'll ever use Expedia again. I booked a trip to Hawaii with my young daughter. No problem on booking the flight and rental car -- but major obstcles in having your activities "experts" follow up and do what they say they're going to do. I'm now on my 6th -- and counting -- phone call and email trying to get information about a voucher needed to go horseback riding in Hawaii. It shouldn't be this ridiculously cumbersome. I encourage people to think twice, or three times, before ever using Expedia for booking activities.
ReplyDeleteHi. You have created an interesting and informative blog. I have heard and read about Expedia a lot. It is a great travel experience. You can easily plan your vacation sitting at home or at the office. You can never be sure 100% that everything will go right. I browsed this great site www.pissedconsumer.com and found the customers’ feedbacks on the company. Interested?
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