Challenge
A full-service travel agency - including hotel bookings, airline tickets and local attractions - found that it was not using the full potential of upselling and cross-selling. Customers often booked basic options without being aware of the better options or additional attractions available.
The company decided to implement automated upselling and cross-selling campaigns using the iPresso marketing automation system to increase sales and improve the customer experience by offering better options and additional services.
Action
- Integration with the iPresso system
The company integrated its reservation and customer data management systems with iPresso. The integration enabled the collection of detailed customer information, such as booking history, accommodation preferences, and interests related to local attractions.
- Data analysis and customer segmentation
iPresso enabled advanced data analysis and segmentation of customers based on their past choices and preferences. Customers were divided into groups such as:- Customers looking for luxury options: Customers who often choose more expensive hotels or premium options.
- Travelers preferring local attractions: Customers interested in local tours and attractions.
- Families: Customers traveling with children and looking for family attractions and hotel amenities.
- Active leisure enthusiasts: Customers looking for adventure and active activities.
- Automated upselling campaigns
iPresso enabled the implementation of upselling campaigns that automatically offered customers better accommodation options based on their preferences and booking history:- Recommendations of better hotel rooms: Customers who booked standard rooms received automatic offers for higher room standards, such as suites or rooms with sea views.
- Premium package offers: Customers interested in luxury options were able to choose packages with additional amenities, such as spa access and private transfers.
- Automated cross-selling campaigns
The company automated cross-selling campaigns that offered additional services and attractions based on customer preferences and purchase history:- Local tour recommendations: Customers who booked a trip received offers for local tours and attractions, such as sightseeing or culinary tours.
- Special offers on activities: Customers seeking an active vacation received offers for activities such as scuba diving, mountain hiking and extreme sports.
- Automating communications and monitoring results
iPresso enabled automated emails, push notifications and SMS messages that informed customers of available upselling and cross-selling options. The company monitored the effectiveness of these campaigns, analyzing metrics such as email open rates, clicks on offers, the number of upsells and cross-sells completed, and total revenue growth.
Results
- Increase in upsell revenue: Automated upselling campaigns contributed to a 35% increase in revenue from better lodging options. Customers were more likely to opt for more expensive rooms and premium packages.
- Increased sales of additional services: Cross-selling campaigns increased sales of local attractions and activities by 28%. Customers were more likely to take advantage of additional services offered at the time of booking.
- Higher campaign conversions: Through precise personalization and communication automation, the conversion rate of upselling and cross-selling campaigns increased by 20%, which meant a higher number of completed offers and additional services.
- Improved customer experience: Customers appreciated the ability to easily customize their bookings and select additional options, which contributed to higher satisfaction and loyalty.
- Optimized marketing costs: The automation of iPresso campaigns allowed for efficient management of the marketing budget, reducing costs associated with manual campaign management and increasing the effectiveness of promotional activities.
