Aug 29, 2018, by Michael Erving
We feel pretty good about bookable, on-the-ground inventory taking the spotlight as one of the hottest things in the travel space. Why, you ask? Because our new interface allows for bookable inventory (specifically Viator inventory) to surface in meaningful ways to users. That means greater engagement, higher conversion rates, and more revenue per user—not to mention better trips for travelers.
Personalization Engine: Engage!
One of the biggest challenges facing the giants of travel (many of whom have equally giant storehouses of inventory) is personalization—and considering the scale, it’s not really surprising. From a user perspective, they’re faced with a wall of content (how manageable does sifting through, say, 1,983 things to do in Paris or 87 tours of the USS Arizona Memorial sound?) that doesn’t really allow them to engage with the content in any meaningful sort of way. Sure, there are boxes to tick, but there's not really any nuance. That’s why (for the umpteenth time) personalization matters. And just so you know we’re not just saying that: we’ve seen CTA engagement go up 20% with a little bit of our Utrip magic.
Apparently the Musee de la Chasse et de la Nature is only the 87th best thing to do in Paris—but it's a definite travel crush of mine.
Conversion without Inquisition
Engagement’s great, but conversion is also great (dare I say greater?). More engagement is a great thing, but what’s that mean on a user-by-user basis? By adding in our personalized experience, we’ve seen an increase in revenue per user increase by 260%. And it makes sense why adding personalization would increase conversion (and there are stats ad nauseam to back it up (seriously, just Google it)). Think about how frustrating it is seeing content that’s irrelevant to you. In fact, the content could be brilliant (and in many cases—like Viator’s—it is), but that doesn’t mean it’s engaging your users—and if it’s not engaging them, it’s distracting them from what matters.
The USS Arizona Memorial in Pearl Harbor is a stunning, sobering place. Personally, I would want to do this place the honor it deserves and see it in a way that's meaningful to me—and sifting through individual tours doesn't sound ideal.
Engaged Converts Make Great (Val)users
Here’s the kicker: engaged users going where you want them to go (and, as it turns out, where they want to go), is awesome. But what does that mean for how valuable these users are? In one of our partnerships, we’ve seen revenue per user increase by 260%. Again: it makes sense. If you know users want to travel (and the users know they want to travel), having an experience that surfaces relevant content and inventory in an easy-to-understand way means users will be more engaged and spend more because they know they’re getting the experience that’s meaningful to them.
Think you could benefit from adding our personalization to your inventory? We’d love to hear about it.