EyeforTravel Research Case Study
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What ROI are the Egencia team aiming for?
Strength to move into new
Egencia believes ROI needs to focus on other aspects to direct reve-
markets…
nue, whether it is through increased loyalty, merchandising, adver�s-
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ing, etc. Thus they find other ways to fund the business’ crucial move
Egencia has a pla�orm that is glob-
into mobile.
ally consistent so they can build
on it and customise on it as they
“… you have to think laterally about this even if there is no direct ROI
move into new markets in terms
pathway from mobile.”
of mobile. They don’t have to start
from scratch. They feel it may be
Mobile is seen as a key part of compe��ve differen�a�on and they
much easier to roll out than many
feel mobile can be an effec�ve and efficient way of doing business and
of their compe�tors, par�cularly
genera�ng indirect avenues to support investment in mobile.
with the success of their offerings
Egencia has not put much thought into the transac�onal side yet. They
and learnings from the beginning
believe that booking capabili�es are not that high on peoples priority
to synchronise US and European
list. Their:
offerings. Although they have a
common pla�orm and learnings
First priority: informa�on in a �mely ma�er is mostly what people
they will then need to combine
are looking for.
this with new findings about what
Second priority: ge�ng them to places faster and responding faster.
the APAC region is doing.
Third priority: transac�onal ability (this area is complex and they
are not sure if it can be simplified as much as some
people think it can)
Brand Egencia increases its
presence
Beyond transac�onal is mone�sa�on of mobile in general: not sure
people will pay substan�al amounts for mobile offerings. But on a sub-
Mobility provides Egencia with a
scrip�on basis yes.
way to reach the traveller. In the
past travellers o�en do not know
Where next for Egencia?
who the travel agency is, only the
airline etc. Mobile offerings pro-
Building on its technological exper�se to extend its compe��ve dif-
vide a branding opportunity for
feren�a�on. This will be not only engaging in an opportunis�c fash-
Egencia directly to the traveller
ion but taking account of how services are being used and not just
and reap the benefits of providing
by travellers but all people that use our services. i.e. travel arrangers,
a great service and an added val-
travel managers etc, even their own travel consultants using mobile
ue offering so mobility has strong
technology to enhance info delivery to clients in a faster more effec-
benefits for the brand. Mobility
�ve manner i.e. a service that uses mobile so an arranger can more
allows one to keep people in the
pro-ac�vely manage travel. From a call centre perspec�ve it is taking
sphere of influence.
advantage of using the context-sensi�ve informa�on.
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