This presents a huge opportunity for the travel industry, specifically operators and travel organisations, to unlock this cash potential at the booking stage. By winning hearts and minds at the dreaming stage, by providing a platform to easily plan, save and share your trip (cheer Grandma up with something to look forward to) and then ensuring a smooth, easy route to purchase at booking when the time is right, a travel organisation can own the end to end experience and drive some guarantees. Avoiding the media bunfight with the industry big hitters and spenders, opting out of the race to the bottom on price and offering a more memorable experience during the planning phase are all advisable right now.
By winning hearts and minds at the dreaming stage, by providing a platform to easily plan, save and share your trip, a travel organisation can own the end to end experience and drive some guarantees.
The positives benefit both parties - customers get to dream, plan and commit to their trip to give them something to get excited about (Lord knows we all need it), ready to press go as soon as they’re able. Businesses get the benefit of a revenue forecast that’s pretty much a dead certainty - the advantages of this are self-explanatory.
The goal should be to ensure your business is the first place they visit when they’re looking to get away from it all, and the last place they visit when they are ready (and allowed) to book. The key is creating the journey that enables this in the current climate. By allowing people to lose themselves when planning, by offering them a confirmation model that reduces the financial risk and giving them a reimagined booking funnel when the time is right, you can increase the likelihood of them booking with you 10 fold.
You can get more insight into this in our latest white paper on the state of the travel industry right now as well as read our recommendation, strategically and tactically, on how to unlock the cash potential that exists.
You can download it in just 3 clicks right below.