Skift Take

With travelers’ needs and behaviors shifting substantially in the past year, we’re running a new webinar to help inform and guide online travel agencies on the best tactics to use to convert travelers to aid their recovery.

As Covid-19 continues to overhaul the travel industry as we know it, industry leaders are taking the initiative to guide the sector back towards recovery.

Travelport’s own data indicates that, globally, demand from weekender personas has increased, shopping and booking lead times have shifted dramatically with the decision to purchase happening much quicker, and the top priority for travelers is not price, but safety measures. That means a significant shift in targeting, paid media strategy and how fares are displayed and filtered.

In 2019, leading travel technology company, Travelport, produced a research-led report highlighting how online travel agencies (OTAs) can improve sales conversions across the customer journey. In light of Covid-19, Travelport has since revamped the guide; it details the new traveler demand and offers practical tips to OTAs so they can improve their conversions across the customer journey.

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Based on this material, Travelport will run a webinar in two time zones on October 14: one in the APAC/EMEA and another in the EMEA/Americas.

The “How OTAs Can Increase Conversions in Recovery” webinar will focus specifically on two areas of the OTA proposition: Inspiration and Shopping, detailing the short and longer-term needs where OTAs should focus in order to maximize business and the value of each trip.

“As ever, customers have excellent choices when it comes to purchasing online travel products,” said Rob Brown, GVP and MD of Global OTA Travelport, “whether by search and book, Meta searches, OTAs, direct suppliers’ websites, or social media channels.

“The challenge for OTAs and, of course, other travel resellers is that the pool of potential customers is currently smaller. Customer needs have changed in light of this year’s events, so the big question remains: How can OTAs personalize their offering in the Covid-19 era to meet the shifting need? Our webinar addresses some of the tactics OTA can use to meet this.”

Offering data-driven insights and analysis from Travelport, the webinar will dive into key trends, including how ‘inspiration’ needs to mean ‘assurance’ just as much as excitement: on safety, health, and flexibility; while detailing how strong shopping conversions will rely more and more on safety and informed choices.

Discussion will be led by Travelport’s Rob Brown, GVP and Managing Director, Global OTA, JP Ephithite, Director of Propositions, OTA and Meta, and Global OTA Customer Data & Analytics Manager, Matthew Webb.

The “How OTAs Can Increase Conversions in Recovery” webinar is happening on October 14.

Register today

What You’ll Learn

  • The impact of the crisis on a global and regional scale for OTAs
  • The trends emerging around recovery (domestic and international markets)
  • Data insights on search and booking patterns, traveler personas and behaviors for the Americas region
  • A deeper look at the online traveler journey in recovery and insight on how OTAs can convert more customers and maximize revenues in recovery; and
  • The future of air retailing and the steps OTAs need to take to future proof their business.

Who Should Attend

  • OTAs 

This content was created collaboratively by Travelport and Skift’s branded content studio, SkiftX.

Tags: covid-19, online travel agencies, travel recovery, travelport