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May 2019, London
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How to find the metrics that matter
Travel brands are sitting on vast amounts of data and some travel brands, like Spanish low-cost airline Vueling, are putting that to good use
Consumer facing travel brands have the ability to capture critical data from site visitors but many are struggling to maximise its value, finds a new white paper from EyeforTravel and Datumize – Understanding Customer Behaviour Through Demand-Based Analytics.
There are two main reasons why firms are not extracting and studying the data in a way that gets them to the metrics that matter. Firstly, reams of information are constantly being created across multiple channels and, secondly, there is the requirement of always being on and live.
Travel companies normally only have access to converted sales and aren’t able to track all the requests that customers are making through channels
Carlota Feliu, Head of Markeing, Datumize
“Travel companies normally only have access to converted sales and aren’t able to track all the requests that customers are making through channels,” explains Datumize’s head of marketing, Carlota Feliu. While some are able to track data though their own website, Feliu adds that “the vast majority are not capable of tracking this data with the technologies they are using”.
In order to accurately forecast demand, you need good quality data and good knowledge of your customers. “Without this, you won’t be able to understand demand, predict it, or increase it,” she says.
Datumize points to three areas where brands can start to interrogate their data:
- Inventory: Do you have the right offer at the right price in each area?
- Availability: Do you have the stock available to action all requests, and in the right price range?
- Experience: Are all software links in the chain performing, as they should, for a quick, smooth booking?
How Vueling is getting to grips with demand
The business goal of Vueling Airlines, a Spanish, low-cost provider, is to answer all flight queries in a second or less. Before working with Datumize, the airline, which has around five million search queries a day - 50% coming directly from customers and 50% from online travel agencies and other tour operators - was struggling to store and make use of all this demand data.
Jonathan Guerrero Corcho, Innovation Manager, Vueling, explains that Datumize’s solution, which monitors everything without adding any code to the main process or slowing anything down, has led to tangible benefits. According to Corcho, the business can now better understand which routes and dates are most in-demand, and with little impact on end users.
He explains further: “We can see if a route is being asked for more times than we are operating on for those days, and we can not only adjust the current schedule but also the next schedule. We are able to say 'this route is better to operate on Tuesday than Monday, as the numbers are saying that this route is more requested on Tuesday'".
Lessons like this are particularly valuable for a business that does not operate the same flights each day, but a limited number of times a week.
For more case studies of brands that have driven performance gains from better utilisation of data, download the free white paper now.
- Real-world examples and case studies
- Industry survey data
- Data-based techniques and areas of focus that can improve business performance immediately
- Expert insight
This white paper features insights from:
- The Travel Corporation
- Thomas Cook Hotels & Resorts