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BEST PRACTICES & STRATEGIES

adjust the stakes for each user and bid for them By leveraging these new data points and having a
accordingly to achieve the most promising results. retargeting technology provider, brands can reach new
breakthroughs in understanding their customer
Cross-selling: Offer perfect options lifecycle. They can reach customers early in the buying
process, on their own personal devices, or in the
The power of online travel search is rooted in its wide comfort of their own home as they plan their journey.
array of choices. You can plan nearly every leg of a trip
sitting at home on a computer. If planning a trip now Case study
starts at home, travel campaigns must be able to catch
on early and follow their purchasing pathway. Musafir.com is a premium-experience travel website
which offers flights to over 3,000 destinations, hotel
Banners with embedded search boxes are an easy way stays in over 85,000 properties worldwide, holiday
to inspire customers with their next vacation idea or to packages and much more.
help undecided ones make a decision. Modern banners
offer a lot of options. Banners can now display real Results
search boxes that can redirect to the original website
and work like a separate engine, not just as a pop-up ad. In just 2 months after engaging RTB House as an
additional retargeter, RTB House's campaign
In-depth product recommendations are also possible generated a 13% increase in transactions (flight
thanks to advanced deep learning-based algorithms. For bookings) which resulted in a 9% increase in net
example, if a user books a trip to Barcelona, they will revenue of Musafir.com through retargeting and digital
need a flight, hotel, and maybe a car to rent. With a channels. The conversion rate from retargeting
robust engine, travel agencies can even collect and increased by 8%. Musafir.com website traffic increased
analyse other relevant data on a highly personal level, by 12%.
such as the user’s search of Montserrat, or concert
tickets for the Primavera Sound Festival. Challenge

Leveraging that, the travel campaign can be based on Musafir.com was looking for a result-oriented
those data to provide tailor-made banners according to retargeting provider that would help drive high quality
each user.
traffic to Musafir.com. The goal was to increase the
number of flight bookings in the UAE market and boost
Cross device: Anywhere, anytime offers their conversion rate while maintaining spend at a pre-
agreed acquisition cost. In order to reach these goals,
Today’s consumers use a myriad of devices to browse, Musafir.com decided to take advantage of trusted
search and shop. It is crucial to have a platform that is retargeting technology and chose RTB House as an
able to meet customers wherever they are, on any additional retargeter.
device.
Solution
According to PhoCusWright, 41% of travellers research
trips on smartphones or tablets. 55% of those travellers RTB House applied its retargeting solution - powered
would then proceed to book trips on their desktops or by deep learning - to reach out and target every single
laptops even though they researched using a mobile lost user from Musafir.com and deliver a unique
device. personalised message. Each message included an
offer which matched the user’s online purchasing
Platform prediction is made possible through advanced behaviour, needs and buying intent. In addition, with
analytics and predictive modelling. Advertising advanced segmentation of the user cookie pool, RTB
campaigns on different platforms enables marketers to House’s personalised retargeting solution helped
run cross-device campaigns, target consumers on-the- Musafir.com precisely target and acquire relevant
go, and take advantage of not only timings in their offers, customers as per the client’s primary goal. ◊
but the platform most likely to be used to make the
booking.

Travel e-commerce meets customers on
their terms
By Chandra Kuncara,
Online travel providers have always been part of the e- Country Director, Southeast Asia
commerce world, but digital transformation is making it for RTB House
even more demanding to meet a rapidly changing
environment with an influx of new data streams.

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