Own the travel ribbon
Cross-sell recommended services to target users
Overview:
With airlines ticketing getting commoditised (margins on airline tickets are as low as 5.5%), it makes business sense to cross-sell high margin services to flyers like hotel nights, airport limo services etc. In addition, auxilary in-flight services like preferred seating, pre-paid meals, in-flight entertainment and flight only merchandise can also be included within cross-selling strategy.
Post transactional engagement is very important which opens a lot of opportunities for cross-selling and upselling too. This journey shows how you can engage with your customer over time, upselling other services like cab bookings and hotel bookings, through various channels like email, SMS and mobile push.
Industry:
Travel/OTAs
Use Case:
Cross-selling services to airline flyers
Events:
Booking_confirmed
Webengage.Track (‘Booking_confirmed’, {
/*string*/
“Email” : dummy@dummy.com,
“Name” : Dummy,
“Contact” : 123456,
“Departure_city” :
“Arrival_City” :
“Passenger_1_name” :
“Passenger_2_name” :
“Class” :
/*numbers*/
“Number_of_passengers” :
“Number_of_adults” :
“Number_of_children” :
“Passenger_1_age” :
“Passenger_2_age” :
“Ticket_Price_MRP” :
“%Discount_provided” :
“Final_amount” :
/*date/time*/
“Departure_date” :
“Departure_time” :
“Arrival_date” :
“Arrival_time” :
“Return_date” :
“Reutrn_time” :
/*boolean*/
“International” :
“Round_Trip” :
“Offer_availed” :
“Discount_offered” :
“Coupon_code_applied” :
“Filter_applied” :
“Hotel_booked” :
“Cab_service_availed” :
/*arrays*/
“Recommended_hotels” :
})
Step by step Explanation:
- The Journey is triggered for the user when the user completes ticket booking.
- Workflow fetches transaction details via API call and triggers a transactional Email and SMS with ticket and invoice attached.
- Workflow waits for 15 minutes before triggering hotel cross-selling message via SMS. The text message contains a unique discount coupon.
- Workflow waits till next 24 hours for the user to complete hotel booking (with or without discount code)
- If the user fails to complete the hotel booking, workflow triggers an email with hotel recommendations and discount coupon.
- The second set of journey triggers within days of actual travel. Workflow waits till '3 days before travel date' and checks if the same user is in the segment ‘Booked Hotel’.
- If yes, treat the user as cross-sold successfully and end the journey for that user.
- If not, trigger a reminder email with hotel recommendations and places of interest for the destination city.
- Journey waits till '1 day before travel date' to send a web check-in details and cab services via email and SMS.
- On delivery of email and SMS, journey ends for that user.
Pro-tips:
- Not all users will book tickets more than 3 days in advance. In step 6, include a check for 2 days and 1 day before travel as well.
- Time intervals for cross-selling and upselling services will vary accordingly.
- Do not forget to keep a sanity check for duplicate mails here.
- For users who transact frequently on your web app, you can even show a onsite messaging with a loyalty offer before the payment page. This could be on the lines of discount on upgrading their suite or free cancellations etc.