cle
The School of Mobile Vol. 2 - The Detail Chapter 2 - Mobilising the Travel Buying Cycle
Mobilising the Post-Sale/Pre-travel Phase
el Buying Cy
T
rav
Summarising this stage of the cycle
This is the stage of the travel buying cycle
Customised offerings
that represents an opportunis�c window
Footloose
between the �me when a customer
purchases a given travel product but before
Post-sale/
Rela�onship
they actually begin their journey/experience.
Pre-travel
This window involves ancillary revenue
opportuni�es and the ability to extend
and build a personalised rela�onship with
Dialogue
Interac�vity
a travel customer. This window also allows
the gathering of informa�on so as to be able
New way to communicate
to offer more customised products/services
and informa�on to a given individual.
jungle experience. She uses the voucher code
and books the experience.
A mobilisa�on scenario
Possible Mobile Technologies/Solu�ons
Marion the mobile-enabled traveller has just
at the phase post payment and pre-travel
bought a flight to Costa Rica, she leaves in
three months and is excited but s�ll has a lot
•
The ability to begin laying the groundwork
le� to organise. The travel company starts
to offer a mobile concierge service
a dialogue with Marion offering to assist
•
Offering premium travel applica�ons
her to organise the remaining components
such as mobile travel guides where they
of her trip. Through the company’s content
can download relevant modules in their
partner and accessed via the mobile portal,
home country prior to travelling
Marion is offered the chance to download
•
The ability to offer tradi�onal ancillary
a free Costa Rica mobile travel guide to her
revenue products delivered in new
HTC G1 handset. Excitedly she does so. A
and crea�ve ways through the mobile
month later she goes back to the travel guide
channel
and looks up a highly recommended resort.
• The ability to deliver new and
Through the travel guide she clicks on the
personalised/relevant ancillary revenue
click-to-call-back icon associated with the
products and services through the mobile
resort. She selects a �me that is convenient
channel
to be called on and within three hours she
receives a call from the resort, books a
• Use text alerts, no�fica�ons other mobile
beau�ful room by the beach and gets a great
customer service technologies to build
deal. Then a month out from her trip she
the rela�onship with the customer prior
receives a ‘care text’ from the travel company
to them travelling
reminding her of her forthcoming experience
• Advergames offered to customers
and ensuring that she has everything sorted,
post purchase to glean behavioural
in the message is a voucher code that she
informa�on for CRM
can enter on the website of a partner tour •
Mobile marke�ng linked to ancillary
operator and receive a discount on a zip-line
products/services
Return to Travel Buying Cycle Overview Go to Table of Contents
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