Earlier this year we presented (together with Justin Steel, VP Product from Switchfly) our Ancillary Revenue Post-Booking Framework at the Airline Merchandising Conference in Mallorca. During one of the coffee breaks, I started a chat with a small group of ancillary revenue professionals from various airlines. I wanted to know how they liked our presentation and the framework we'd just presented. Most of them were nice to me (at...
Read More
“Know your customers!”. The mantra of marketing. In fact, as a travel marketer, you should be quite familiar with it, since every good travel customer acquisition strategy starts with understanding your travel customer personas. Still, if you’ve never done a customer persona analysis before, this guide from Buffer is a great start. However, this article is not about HOW customer personas are built. It’s about how to do...
Read More
To evaluate the ancillary revenue maturity level of airlines around the world, Diggintravel and Switchfly launched their first Global Ancillary Revenue Survey. The survey, which was originally presented at the 11th Ancillary Merchandising Conference in Mallorca, revealed how advanced upselling and cross-selling tactics among airlines are these days, as well as their biggest gaps. Afterwards, our survey analysis resulted in the Ancillary Revenue Framework – a powerful tool for airline professionals. The Ancillary...
Read More
In short, the Ancillary Revenue Framework (Post-Booking) was designed based on the hands-on experience and best practices of those in the ecommerce and airline industries. If you are an airline ancillary revenue professional, this framework can help you increase your ancillary revenue. It provides you with a step-by-step maturity evaluation for the four key areas and guides you in how to advance your skills in each area. This framework was...
Read More
I probably don't need to explain the importance of airline ancillary revenue to you if you're an airline professional. Ancillary revenue is, and will continue to be for the foreseeable future, one of the hottest topics in the airline industry. Every year you can find new statistics and benchmark figures that will make you think about the state of your airline's ancillary revenue and its potential. Airline...
Read More
#analysis and examples of shopping cart abandonment emails from 20 airlines, 10 hotels & OTAs and 10 rent-a-car businesses (see the full list of the reviewed websites at the end of the article). Why should you do shopping cart abandonment emails for your travel business? Do these emails really work? How are the travel industry leaders using shopping cart abandonment emails in practice, and what can...
Read More
Let me start this post with a personal story. Every year in March I used to go to Berlin ITB to get key travel marketing trends and other industry insights. However, in the last few years the event got a bit too overwhelming. The networking is still great, but personally, the amount of time I spent walking around and standing in different lines compared to the amount of...
Read More
This is my personal reflection and a few thoughts on the content creation process for the Diggintravel blog. Recently I've read this on Seth Godin's blog: "Tricked into playing the wrong game" The intelligent writer who dumbs down her work in order to make it more popular. The successful small businessperson who gives up the edge that made the business work in order to make it bigger. The entrepreneur who stops leading in...
Read More
This is the last element of the one and only formula to increase online sales for your travel website. Increasing the average order value by mastering upselling and cross-selling is the final and ultimate puzzle in this formula. Combine successful upselling and cross-selling with the other two elements of the formula, and you will increase your online sales exponentially. In PART #1 – Customer Acquisition, we learned how...
Read More
Use this calculator to calculate your exponential online sales increase potential. The goal of the calculator is to help you understand the impact of exponential increase compared to linear increase. Read more about how to increase your online sales exponentially here. Instructions: Input your baseline figures. Select area for linear increase. Select increase percentage (%). See the difference between Linear and Exponential increase. Select baseline: Visits Conversion rate (%) Average order value Select...
Read More