The Consumers/Travellers armed with Smart Phone today have multiple personalities depending on the time place and platform they interact with a brand. Pic Courtesy: Visit London
The Consumers/Travellers armed with Smart Phone today have multiple personalities depending on the time place and platform they interact with a brand. Pic Courtesy: Visit London

Smartphone led balance of power shift from marketers to consumers

With a strong base of 3000+ enterprises across industry verticals, like Jet Airways, Thomas Cook, Clear Trip, Rajesh Jain owned Netcore is India’s leading Marketing Technology Company. Well aware of the fact that in the smart phone agebalance of power has shifted from marketers to consumers and in this customer era its essential to deliver personalised, relevant and engaging experiences. Lately, having revamped its own logo and brand identity- Netcore has come up with interesting findings for the travel industry with help of data collected using Netcore’s smart platform at its client HelloTravel base, that reveals several key trends highlighting the changing Indian travellers’ preferences and successful ways of converting them into actual travel.

The New Indian Traveller

With increased penetration of smartphones and availability of cheaper data subscriptions, travellers are nowadays researching more on mobile than on desktop for family vacations, luxury travel, and couples travel or honeymoon. HelloTravel found that the growing number of discerning travellers in India though have switched to social media for researching on holiday packages, email remains the most effective and preferred channel for conversions. In FY2016-17, HelloTravel doubled the volume of inquiries — and experienced a 5X growth in the last three years — via social media.

Are the general findings in Age of Consumers with multiple personalities and no-time true?

Travellers are nowadays researching more on mobile than on desktop for family vacations luxury travel and couples travel or honeymoon

Discerning travellers in India have switched to social media for researching on holiday packages

Consumers today have multiple personalities depending on the time place and platform they interact with a brand

E-mail remains the most effective and preferred channel for conversions

Companies are facing ever increasing consumer attrition

The data insights also highlighted that Indian travellers are emerging out of their bi-annual vacation cycle, which was largely skewed to suit the period of summer and winter vacations in the country. Data showed that on an average India’s leisure travellers take two-three vacations a year and they put a lot of thought into planning these trips. There has been 20 per cent jump in vacations/year in last year, and a major shift has come for weekend getaways. As much as 20 per cent travelers today go on a vacation every alternate month. However, there has been eight per cent drop in average nights spent per trip last year and 20 per cent increase in trips a traveller takes per year – pointing to the trend of more weekend getaways that is growing at a 5x year-on-year rate.

 There is also a spike in the volume of outbound travellers. In the last three years, HelloTravel has seen 100 per cent year-on-year growth in inquiries of outbound travelers. Indian leisure traveller follows a conventional path when it comes to landing on foreign land. About 90 per cent of outbound travel happens to only 20 countries. With respect to the locations, inquiries have tripled for countries such as Thailand, Singapore, Sri Lanka and Bhutan; and around 150 per cent growth in inquiries for Europe.

Explaining how marketing automation helped the company attain the leadership position in the market, Gaurav Gupta, Co-founder and CMO, HelloTravel, said, “Today, the Indian traveller is more impatient, has higher expectations, is technology savvy, and tuned to receive hyper-personalised attention from brands. Automating our customer engagement workflow using Netcore’s intuitive platform resulted in real-time hyper personalisation of recommended packages which were sent to potential customers within 30 minutes of their visit/search on HelloTravel’s website.” This is in stark contrast to the previous practice where customers received recommendations 4-5 days after submitting a request/interest for holiday packages. “Since the recommended packages were shared with travellers within most crucial turnaround time period for converting the lead, we witnessed a 115 per cent rise in click rates and 25 per cent increase in open rates which drove the cost of customer acquisition down by 30 per cent,” he added.

Here, Kalpit Jain, CEO, Netcore Solutions said, “India is a fast changing economy that is also witnessing ‘parallelism’ in terms of consumer behaviour. Consumers today have multiple personalities depending on the time, place and platform they interact with a brand. The attention span and turnaround time are also shorter than ever before. Therefore, real-time and relevant engagement with these in-the-moment consumers has become epochal. Marketing automation solution commissioned by HelloTravel captures the most relevant data points, efficiently and succinctly processes it to curate relevant holiday packages, and provides these to the customers within 30 minutes to ensure better customer conversion rate. In the era of ever-increasing consumer attrition, this marketing automation solution helped HelloTravel increase its RoI, reduce man-hours spent on lead nurturing, and reduce customer acquisition costs phenomenally.”

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