The number one goal of any travel company is to increase conversion. The higher the conversion, the better the profit. There are, of course, multiple and age-old methodologies to achieve this goal. Now we are going to focus in “sense of urgency” analytics (while customer makes a booking or reservation).
Gone are the days where travel websites had a “tell a Friend” feature to allow a customer to share information with his/her friends. Now, this gap is filled with the social media widget bandwagon. But how about reversing that communication? When a customer is shopping for a product (be it flight, hotel etc), the website tells the customer what other customers are doing on that particular product.
As follows we can see several examples of top travel on line brands that provide real-time numbers which increase the confidence level of the potential traveller immediately and a sense of urgency is created for him to go ahead and book one of the remaining rooms.
This is not a new trend. We have noticed this feature a few years ago in a number of online travel agences (Agoda) and, more recently, in Booking.com. Then, inevitably, all major OTAs followed suit. Creating this sense of urgency is a good strategy to increase conversion. At the same time, it should not backfire and impact on the user experience (although displaying “last booking made for this hotel was 39 days ago” is surely going to trigger a negative reaction).
But this sense of urgency is not utilized to its full potential by many top websites, which seem not to be really capable to understand how to apply social media to the travel path. They should.