Package and Cross-segment Analyses
Travel industry entities often explore new revenue opportunities through products outside of the traditional core offerings (e.g., an airline selling cruises). Whether as a standalone, or through packages, Millward Brown Digital’s package and cross-segment analyses reveal the “low hanging fruit” for each client by identifying existing overlaps in their current customers.
Traffic Source Analyses
Traffic source benchmarks the share of a client’s traffic coming from various sources (email, search, etc.) against rivals to help optimize traffic-driving strategies. Over time, changes in source mix reveal the success in clients’ source tactics and expose the success of changes in rivals’ strategies. Search can also be used to measure brand and category awareness.
Lost-booking assessment tracks the share of consumers lost during the booking process that then go on to book with a rival. Knowing which of your lost customers are the most valuable and where they ultimately book helps to develop response tactics aligned with the greatest potential for incremental business. Lost-Bookings assessments can also be optimized by factoring in the impact of loyalty program memberships.
Market & Segment Demand
Millward Brown Digital’s demand reports allow marketers to quantify overall engagement and demand by both segment (e.g. airlines) and by brand (across suppliers and OTAs). Our ability to track consumers across websites without double-counting/false positives allows the Travel practice to provide the most realistic assessment of the potential for travel business.
Millward Brown Digital’s OTA/supplier benchmarking details the channel risks, tensions and opportunities across both OTAs and travel suppliers for marketers.
"[Millward Brown Digital] provides the most detailed insights into online consumer travel research and booking behavior available. The research gives me a powerful indication of overall market trends and of individual agency and supplier performance for my reports."
Hospitality Analyst, Thomas Weisel Partners