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Fully personalised cross-selling travel document challenges e-ticket
June 2008Turning tickets into mechanisms for up-selling and cross-selling, and making them sufficiently interesting so that customers want to read them, has always been a key aim of the travel sector.
The experience of Travel City, the UK’s largest direct booking Florida specialist, is that personalised ticketing can be so effective that it challenges the whole concept of the e-ticket.
Travel City has worked with transactional document specialists, OTM, to take personalisation to a new level with the launch of its Florida ticket book this summer.
The new ticket links OTM’s specialist data management and print facility directly with Travel City’s Customer Relationship Management system. The result is a bound ticket book that is full of highly-relevant details, including images and directions for the actual hotel the traveller is staying at, details on customs local to their area of travel, and personalised luggage labels printed on non-tearable paper.
The Florida ticket-book is the latest development in the 12-month partnership between Travel City, part of the XL Leisure Group, and OTM. It produces the ticket books from raw data provided by Travel and mails out direct to the customer between 25-15 days before departure in one seamless operation.
Robert Alonso, Account Director at OTM says: “The more relevant the information in a ticket book, the more time the customer will spend reading it. This provides great cross-selling and up-selling opportunities as well as giving the traveller a wealth of useful information”.
“The constant data feed we have from Travel City tell us which excursions the customer has already bought, so we can include promotions for other additions, or even third-party adverts for services local to the resort.
“The new Florida ticket is at the leading edge of this technology, removing the need for templates with ‘stock’ resort or hotel photographs, and replacing them with the precise information relevant to that holiday. It gives the customer so much more than an e-ticket.”
