As part of the Curiously Brit...(ish) spring/summer campaign targeting UK visitors, we invite partners to share strong offers with us to profile to promote across our channels. The interest in FLEXIBLE OFFERs from prospective visitors remains prevalent.
Below are some general things to consider in terms of the offer itself, as well as, other considerations which the partner must ensure are considered as part of the landing page and website experience.
- Language - Language is the most important element to consider, rather than refer to terms such as advanced purchase rates, a better phrase that is also widely used since Covid-19 would be Book now. Pay Later. or Book now. Change later.
- Cancellation policies/flexibility - Again, related to the point above, instilling confidence in consumers through the use of copy is key - micro-copy and terms such as book with confidence, peace of mind, change for free, free cancellation etc.
- Hotel currency - Avoid using references to hotel voucher points/loyalty schemes - any value would be best communicated in real terms with a caveat on the landing page that the amounts must be spent at the hotels/attractions etc.
- Percentage vs. monetary discount - Percentile discounts often don't give a great deal of context without a prospect understanding how much something costs e.g. an iPhone of 50% off would be more effective than save £500, but, on hotel offers where the prospect is unlikely to appreciate the value of an offers, monetary discounts such as Save £500 would be a stronger message to feature. BA is an example of one airline that is using pricing effectively with from £369 - immediately, this allows a user to understand if the offer is right for them or not depending on price sensitivity.
- Lead times - It is also important to try and communicate that there is still time for a trip to be booked at short notice - again, reassurances re cancellations, changes etc help reinforce this message.
- Discount codes - Discount codes are useful when featured as part of the landing page experience and often aren't great to include as part of an initial message. They are better used on landing pages or within retargeting messaging, after the initial touchpoint with the site (once we know someone has been to the site but perhaps has left due to the price e.g. checkout abandonment with a view of encouraging them to return).
- Hygiene and cleanliness - Since Covid-19 hygiene and cleanliness are increasingly important factors to consider as part of the overall proposition of the partner, but again, unless they have won awards or have excellent ratings on TripAdvisor or other sites, it should not be featured in the offer coup. The landing page, however, should really sell and reassure users that they have taken serious steps - e.g. wide-open spaces around the hotel, the standard of cleanliness, customer reviews/ratings they can expect and any other measures and efforts that have been put in place as part of the lockdown relaxation measures.
- Reviews and ratings - Closely monitor customer reviews across all review sites, from TripAdvisor to Booking.com through to Facebook and Google and proactively working to improve cleanliness ratings.
Check out the examples below from BA and Booking.com. To be considered as part of the activity, please email firstname.lastname@example.org.