When booking travel, consumers are looking to unwind, relax, explore, adventure... you name it. The digital experience should be low stress throughout the entire booking process, not just during the vacation itself.  

Yet consumers often state they love travel but hate traveling. They love the destination but the journey to get there can often be challenging and frustrating — and I’m not just talking about airlines losing luggage or rental car lines being unreasonably long. A staggering 59% of travellers report technology causing them an issue while traveling, with 40% reporting slow or confusing user experiences on travel websites.  

No one wants to suffer through a frustrating booking experience or check-in process. In fact, 70% of online businesses that fail, do so because of a poor digital experience. With the travel industry hoping to rebound following the pandemic, website usability throughout the customer journey will be a critical ingredient to its success.  

The challenge with digital channels in the travel industry 

In today’s digital world, consumers look to book their travel experiences online. Credibility, usability, appearance, and intuitiveness are critical on digital channels. If a travel site looks “sketchy,” if the booking process isn’t clear, or if check-in is frustrating, consumers will quickly switch to a competitor.  

The entire digital journey needs to be seamless, but unfortunately, there are many touchpoints in the travel and tourism industry where things can go wrong. Ads can lead to website pages with unavailable dates, QR codes can glitch, booking pages can be cumbersome, and CTAs can be misleading.  

At any of these points, customers can churn.  

But what if your brand could see the exact points where each consumer fell off the customer journey? You could spot trends to see where bounce rates are highest, what’s stopping consumers from converting, and how to counteract these measures to lead them down the right path, easier.  

Enter: Tealeaf by Acoustic 

Tealeaf by Acoustic enables you to investigate individual sessions on your channels — whether that’s your app, website, or mobile digital experiences. At the visitor, page, and session level, you’ll be able to see if users experience slow loadings, buttons that don’t work, a lack of information along the journey, unclear design, and any other friction that occurs in the customer experience.  

This can help teams fix issues in a more streamlined way. Marketers, product developers, engineers, and more can all access and gain valuable insights from Tealeaf. If someone in marketing identifies an issue, you can flag it to the proper team and they can go in and fix any bugs in the customer journey in real-time. With this knowledge, you can optimise your return on ad spend (ROAS), pay-per-click campaigns, booking experiences, check-in processes, and more.  

By providing a complete understanding of the customer experience and its business impact, you’ll be able to perfect every step of the customer journey. 

Tealeaf in action 

Travel companies have used Tealeaf to improve a bevy of their own marketing KPIs.  

• One travel retailer increased revenue by 15% by optimising their digital touchpoints.  
• A European airline increased booking conversions by 7%, a total of €1.9 million, just by optimising their homepage. 
• Another European travel company was able to increase booking conversions by 3% after identifying cross-device struggles consumers were having. 

When you can identify bottlenecks or points of friction in your customer experience, you can greatly increase the usability of your channels and thus, increase your conversions while lowering churn. In fact, one airline identified that 16.9% of their customers had experienced booking issues that led to abandonment, costing them millions in revenue. Tealeaf spotted the pattern, and the airline quickly remedied the situation for its customers’ digital experience. 

Tealeaf provides powerful, actionable insights to help ensure that consumers have positive customer experiences when interacting with your brand. To learn more about Tealeaf, get in touch with us today.