The travel business was rapidly changing with suppliers cutting commissions and new online competitors numbering in the hundreds being added every day, Travelocity had to figure out how to maintain and add customers without increasing acquisition costs.
The discovery process revealed that the upscale, travel-savvy online customer wanted control, choices, options and information. To book online, they want the data quickly and reliably – empowering them against the suppliers that control the pricing, choices and information. Infusing the element of control with the emotional experience that travel brings was the key strategy that was deployed across creative elements.
Reaching a large, fast-moving target efficiently required broadcast elements combined with a robust online effort that was optimized every two weeks, measured with a combination of cost per booking and total revenue per site.
Results 120% increase in members, 127% increase in bookings and a 178% increase in monthly bookers.