What Travel Agencies can learn from Netflix and Spotify

2015 has been the year of online personalization, yet: Why does a typical travel shopper still visit at least 15 websites before booking a trip?

With personalization, travel agencies would be able to capture the attention of their website visitors right away and guide them through the booking process.

In order to figure out exactly what kind of personalization tips travel agencies should implement, we decided to choose two companies that are experts in personalization: Netflix and Spotify.


  1. Netflix

[bctt tweet=”Netflix reported: more than 75% of views come from recommendations or personalized ranking “]They have a unique way of using every situation as an opportunity to present the right content to each of their users. Their main method is through a personalized homepage, and that is because that’s the most comfortable for the users – to find something quick to watch that they will enjoy. Here is an example of a personalized homepage, organized into rows:


Netflix also personalizes multi-user profiles for single accounts. Meaning: if your whole family is using Netflix, viewing tastes for each member of family are not going to be put together. So if you’re watching “Breaking Bad,” while your son is more interested in “Family Guy,”the second show won’t overtake in the “recently watched” slot on your Netflix homepage.


  • Personalize your UX as much as possible: Ideally your users should be able to find relevant content on the first page (Netflix homepage). Travel agencies need to know exactly who their main visitors are. For example, if mainly your visitors are from Scandinavian countries, present them with trips to Tenerife during winter. Think about your navigation and how to make the experience easier for your users. Netflix uses rows, because it makes it easier for the user to navigate through the large portion of content, but that’s only one way of doing it.


  • Recommendations are super important: When people travel, they like to read reviews and ratings, and ask their friends or family for opinions and recommendations. Make the experience easier than that: try to send and push more relevant and actionable information to your customers throughout the travel cycle. Let the users know how the service is adapting to their tastes. For example: Because you were interested in traveling to Tenerife, here is another destination you might enjoy!


  • Think more about the individual experience! When a person has booked a family trip to Tenerife, it doesn’t mean you should only recommend that user family trips. Based on their behaviour and profile, try to recommend your user more options. For their next trip, the customer might want to look at something with their significant other: a romantic weekend in Paris perhaps?


  1. Spotify

Spotify improves their personalization methods every year and they know how to use all the data they have on their users. They really try and get to know all their users. For example, every year Spotify users are able to put together a report that showcase facts, such as: what kind of music you are into, where in the world did your tunes come from, what kind of artists were your favorites based on seasons etc. An example below of a fact from the report:

Screen Shot 2015-09-27 at 13.49.09

This report was highly shared by Spotify users on social media and it also helped the user to understand their music taste better.
One of their newest features is Discover Weekly: a personalised playlist for each user, which is updated every Monday. Have a look at the example below: Screen Shot 2015-09-25 at 16.25.04


Spotify also has a feature called “Radio”, where a user is able to discover new music based on an artist they have chosen, meaning: the user is able to find similar type of music. If the user finds something they like, they can add it to their playlist or rate it.

Screen Shot 2015-09-29 at 22.13.08


  • Use interaction data then ask for feedback: For example, when your user is in the “discovery phase” for their ideal trip (think about Spotify’s “Radio”). Make them able to create lists, whenever they find an offer/information that they like on your website. Always ask for feedback! People love seeing ratings for hotels, restaurants etc. It makes the decision making part easier for the traveler.


  • Get to know the traveler, respond to their interest: Go more into detail, hear the wants and needs for their travels – destination, timing, and pricing. Collect data from the searches and pages your visitor has visited. By collecting that information you are able to get to know where, when, and how much your visitor wants to spend on a holiday.


  • Put together a report based on their travels: (Spotify’s year report). It could look something like this:travelagencies

Our recommendation

Many of the best travelling agencies have often very similar websites. That is why it is good to look into websites that don’t have anything to do with travel, but are on top of their game when it comes to personalization.

With our intelligent rule engine at bmetric you can target specific valuable visitor segments. We believe that with a personalized engagement, you can close more deals and convert more customers in a better and quicker way.
What’s your favorite example of personalization that’s part of an app that you use on a daily basis? Let us know in the comments below.

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