At the age of the digital traveler, recent researches both from Skift, a leading travel industry publication, and LK Conseil, a French digital marketing company, highlight that shopping cart abandonment is a major concern for e-commerce industry, with a special hit for travel and tourism players.
75.3% of shopping Cart Abandonment in 2015
While last year witnessed a dramatic increase of this break in the purchase process (+12.1%), the travel & tourism industry still remained roughly 3 percentage points higher than the rest of e-commerce sectors.
This is mainly due to a more complex purchase path than other sectors: holiday are always a very sensitive purchase, where personal ROI is clearly a target for the consumer. The main take-away of such information, is that you have to know perfectly the purchasing path of the travelers, from inspiration stage to the arrival to your cash desk. Such knowledge will provide you with a set of touchpoints where you can reach your target, enabling you to build the most effective marketing & communication mix.
No one-fits-all solution. Go to basics!
Deeper researches in tourism marketing strategy lead to a huge panel of tools and concepts. And, yes, each quarter see brilliant new trends and technologies arise, such as cross-shopping and competitive advertising, making it more and more complex for a tourism marketing executive. Let’s say that these ideas are more often new remedies for very specific issues, maybe some of them are yours, rather than real global solutions.
In order to entice the traveler to move bookings from an idle state to an effective visit to your property, you have to identify and keep in mind what exactly matters to them. As long as you have the content of a shopping cart, the traveler has provided you with precious information that you must rely on in order to ferry him to your property, with an effective lead nurturing!
For example: a shopping cart with 2 adults, 2 children, and a booking date enables you to create some bespoke content for this family:
• Provide them with non-competitive activities close to your property,
• One week before the booking date, you can send a weather report, that highlights that your business fits perfectly the upcoming weather.
• Should you have a good match between the birthday dates, and possible visit dates, rely on this emotion-full event to send the right message, …
Such a personalized nurturing strategy will definitely bring you a top ROI. Its limit is your own creativity.
Beyond the CTR
Mixing the fact that you can reach a traveler before and during its journey to destination, with such high rates of cart abandonment involves a shift in the ROI calculation.
Recent report from Monetate highlights that conversion rates when the consumer is in a traditional shop are at an average of 50% while digital is barely above 3.5%. With such gap, it’s a no brainer to state that efforts must be done on a web-to-shop strategy, rather than a 100% digital strategy.
In other words, for the tourism industry, do not focus your investments expecting digital ROI, but ensure your target is driven throughout his journey, from his home, to your property.