For some time now we here at Multiplica have been saying that it’s time we made intelligent websites which execute actions proactively on and off the website, adapted to the user profile and how he/she behaves on our website.
One of the most advanced industries in this sense is probably the online travel agency. One the one hand, they are starting to handle surprisingly high figures and can therefore afford to invest in powerful, state-of-the-art websites and, on the other, they all tend to sell the same product and are therefore obliged to jump through hoops more than any other sector.
In a few weeks, we will be publishing the study that we are currently conducting on the persuadability of the 12 major players with the world?s largest turnover in this sector.
The fact is that a few days ago I received an e-mail from Hotwire.com, an online travel agency from whom I have purchased quite a few tickets and hotel rooms and where less than a week ago I was searching for flights to New York at the end of the year.
The e-mail said:
?Flexible dates can save you big in New York City.
You recently found airfares to New York City leaving Dec. 28 and returning Jan. 5 for $325. Did you know you could save money by traveling a day ealier or later? Take a look at what Hotwire found for you.?
It is incredible to see the relevance and subtlety of their approach to invite me to reconsider buying my tickets through them. This is much more intelligent than the newsletters we are used to seeing from other travel agency websites.
We must re-think our online presences to see what we can come up with to add more oomph to our websites.