BETTERING TRAVEL EXPERIENCE

Use Cases addressed using Analytics Framework

Challenges faced

■ Bettering contemporariness → while retaining Authority = Staying Relevant !!

■ Mobile First (Only) Strategy

■ Optimizing COR by balancing SIC, Airline Costs and Price of Tours

■ Environmental factors

■ Fragmentation of user as a function(content & context) to build the affinity

■ Business Model Morphing == easy merging with Group, Custom and Theme based travel
Analytics Use Case – mobile behaviour

■ Selling a travel package is “as good as booking a home away from home”, so mindset
capturing during user’s downtime (non productive time) is essential

▪ Understand the user behaviour on the digital presence (Mobile)

▪ Heatmap will showcase the user trend towards traversing the site
▪ “Seal” the exits with notifications gate so that users can organically come back
▪ Manage
• Pre booking by allowing an informed user to make a choice
• Post booking and Pre-Tour by giving maximum attention to details of itinerary
• In-Tour support and experience using Mobile First Strategy
▪ Create “offline” mode + latent syncing of actions taken by the user for app

Techniques used : Heat Map (tracker) , Latent Variable Identification

Analytics Use Case – COR tracking

■ Optimize the pre-booked inventory at “good” rate as airlines are moving towards
stricter cancelation and penalty rules – bleed less when the ecosystem is bleeding
more

▪ Predict the fill rate based on past, trend, environment boost / dampening factor

▪ Semi Dynamic pricing for balancing the DMC pricing on one side and SIC fill
rate on the other side to manage the profitability

Techniques used : LDA, Forecasting models using Goal-Directed

and Derivative-Followed models with correlation coefficent mapping
Analytics Use Case – Gen-Next : repeat travel

■ Going beyond the packages to create content mix

▪ Like minded travel patterns with sparse data using user profile

▪ Personalized notifications with precision and recall scoring method

▪ Content based interest identification

▪ Psychometric tests = 3 questions , 3 times to create 8 clusters with affinity

Techniques used : PCA , Matrix Factorization

Pre booking User Agency
Session capturing Requirement capturing

DATA DATA
• User session history • [Destination-Time-Budget] precedence
• [Destination-Time-Budget] Combination trail • User Profile v/s attributes [Food, Safety, Pace,
• Contact capturing on site – translation to desk Night flight, additional expense etc]

Booking User Agency

Data sharing Requirement supporting

DATA DATA
• Travel history • Upcoming / New / Popular / Hot selling tour indicator
• Probable stage of travel [domestic, international] • Fill rate = guaranteed departure % with existing and historical data
• Flights selection, J&L, Departure Status • Flight details – existing and historical

User Agency
Post
Booking Supporting documents Convenience in processing

DATA
• Weather, Packing list for season + destination
• Inclusions, Day at Leisure use (extra bookings)
• Copies of vouchers , tour guide etc on App (offline)
• Support system with “chatbot” for case resolution
DATA
• Pre-crafted suggestions for user type – addons
• Common questions and answers
• Recommendations for Day at Leisure based on user profile
• “Like minded” group finding and introductions for better experience

User Agency
On Tour &
Experience Feedback tracking
Post Tour
DATA DATA
• Measurement of deviations (for custom tours) • On-tour query tracking to identify the issues and areas of improvements
• Gradient based feedback with XAPI for truth table • Recommendations for future tours based on gradient feedback
• Recommendation variables scoring • Preferred channel of communication (email / SMS / WhatsApp)
Thank You!