The Role of Personalisationin increasing Ancillary Revenues

New Breed of Products

On Demand Services

Ryanair’s first step of personalisation

Ryanair’s Change of Policy

25% increase in passengers

Where do you think sells the most product?

Most propensity to buy

Sharing of information for mutual benefit

Today’s Customer Journey is complicated

Source: YouGov Consumer Survey

54 % Would be interested in purchasing.

Would you consider buying such ancillary products from your preferred travel supplier (airline, hotel group or travel company)?

Propensity to buy

Question:

Answer:

Timing and relevancy

Currently, ancillaries are often irrelevant content..

not so well timed!

A well timed up-sell!

At which point?

Main sources for marketers

Legacy Information - Cookies

Third Party Analytics

Logins & Content

Customer gives information

Single Customer View

Context-aware communication improves results

Source: Frost & Sullivan

26% increase in responsiveness

76% can be persuaded to make a purchase

560% increase in opening rate

Build a persona for each customer

Content Pushvia Web,Mobile,

& Social

Holiday Sale

Content PushVia Social

Customer’s interaction with your travel product

UpSellof Attraction TicketsVia Mobile a week in

advance

Using Cohorts

“Travellers like you also booked”

“Couples who booked this package also like this hotel”

“People who booked this tour liked this restaurant”

Standardised to personalised

Bespoke Requests

Google Trend

Customers don’t know what they want

Reduce the choice

Curated Choice

Customise and book

- Brian Chesky, Founder/CEO Airbnb

“People still want to show off, but it’s not about the car you have, it will be about the places they’ve gone, the experiences they’ve had. That has

become the new bling.”

Thank You