Traditionally, hotels have focused their efforts on providing a superior in-hotel customer experience. Hiring the best people to service their guests and providing luxurious facilities to promote their venue used to be enough to ensure customer satisfaction and loyalty.
During our recent Future of Travel event, it became clear that across the entire travel industry many brands are experiencing digital transformation, as they seek to address the challenge of competing on customer experience in order to remain competitive.
“I like to think of working with Qubit as a partnership, we share all our goals with them and they know exactly what we're aiming for. We can really trust them to come up with the test ideas to really take us forward and deliver the next level of experience for our website.”
Graham Horner, CMO, Scott Dunn
Welcome to the good times.
Travel brands are surging ahead with $600 billion in online travel sales in 2014 (PR Newswire, 2015). Airlines, for example, have had their most profitable quarter since 2007, in large part due to the key role now played by extra add-on fees.
“We focus intensively on the customer...we strive to make our customers’ travel experience seamless, personal, and caring”
Sir Colin Marshall, Former Chairman, British Airways
Twenty years ago, Sir Colin Marshall, Former Chairman of British Airways, featured in an interview for Harvard Business Review on how BA aim to differentiate in their approach to customer experience. Sir Colin noted that even in an intensely competitive and price-sensitive market, there are plenty of people who would be willing to pay a premium for a good service. Twenty years on, there are still pertinent lessons in this interview that resonate with companies such as Qubit, who are empowering brands with a toolkit to enhance their customer experience for better business results.
"What's been exciting for me, working with Qubit over the last few years, is that it's become a hub for all insights from all web traffic. Their recommendations on testing and the journey process has been extraordinary."
Mark Bloxham, Managing Director, James Villa Holidays
Between 2012 and 2013, Twitter’s fastest growing demographic was between ages 54 to 66, growing at 79% (Buffer, 2013). Women make up the highest percentage of gamers (IAB, 2014), while sub-Saharan Africa is now the world’s largest mobile technology market (Gallup, 2014).
These statistics fly in the face of conventional wisdom about consumer behavior.
Points-based loyalty systems, introduced by airlines over three decades ago, transformed the travel industry overnight. The prospect of a free trip to a dream city was enough to entice customers to stay loyal to an airline. It was just that simple.
In the Middle Ages, a tradition of maps was born called the Mappae Mundi. These depicted how power structures intersected with an early understanding of contemporary geography. In many of the English maps they place the superpower, Rome, at the centre of the world.
England, on the other hand, places itself on the edge of the world. Historians have often pondered why.