Expedia knew their members were visiting up to 38 other travel sites when planning where to go, which increased the chances of them booking elsewhere. How could we increase engagement, in particular with lower tier members, and play a more active role when members were planning their trip?
Although practicalities are important, consumers are mostly driven to travel for emotional reasons - the possibilities, excitement, adventure. We needed to shift Expedia from being a functional and efficient booking service, offering transactional rewards - to a trusted travel companion, ready to inspire and facilitate members’ next trip.
A handy monthly travel update
We created ‘The Check-In’ a handy monthly travel update for all Expedia Rewards members. The Check-In cleverly combined wander-lust inducing travel content with rewards points data and dynamic ‘nudges’ - to help members better understand their Rewards points and be more inspired with where and how they could use them.
‘The Check-In’ significantly increased engagement amongst lower-tier members earlier in their holiday planning cycle, and outperformed all their engagement benchmarks.
- +34% CTR
- +30% lower-tier engagement
- +19% quality score
- -36% Unsubscribe rate