Researching your next holiday can sometimes feel like a military operation. Months of painstaking research, considering the detail of upcoming trips while navigating multiple comparison websites and countless peer reviews, all contribute to a marketplace where making the right holiday choice can be overwhelming for consumers.
Holidays bring people together by creating milestone experiences that evolve into stories and memories that are shared for the rest of their lives. So, when it comes to booking a holiday, customers need be treated to an experience that will match that level of excitement and anticipation, leaving them confident in their decision.
A data-driven approach to personalised customer experiences presents multiple opportunities. For James Villa Holidays, appearing at exactly the right time, in the right places and with the right content during the customer journey was the company’s number one goal to differentiate itself in a highly competitive industry.
Over the past 35 years, the villa specialist has seen the industry evolve from one largely built around offline, face-to-face interactions, to an entirely digital experience spanning multiple channels. Each of James Villas’ 3,000 holiday villas are handpicked – a personal and human touch that has been translated perfectly into the company’s digital presence.
Data has been the key to providing this more personalised and targeted experience for holiday goers. Using Adobe Analytics, James Villas has unified data siloes and is sharing data seamlessly between its varied product portfolio. From villa bookings to car hire, and package deals to airport transfers, all business intelligence is stored in one centralised platform.
By unifying these data silos and integrating Adobe Analytics with Adobe Advertising Cloud, James Villas can optimise the entire customer journey, not only the final purchase. With Pay per Click (PPC) advertising, the company has already enjoyed a 39% increase in conversion rates by focusing on each individual section of the customer journey, rather than the end step. James Villas also understands the benefit of using Adobe’s artificial intelligence and machine learning technology to help drive its digital strategy. Using features powered by Adobe Sensei, James Villas is not only making online personalised recommendations for its customers, it is optimising its paid search marketing budgets.
Using the mantra ‘personalised, relevant and simple’, the team at James Villas works hard to ensure the research, discovery and booking process for its customers is becomes seamless and as enjoyable as the holiday they are about to take.
As this industry continues to evolve, James Villas is proof that customer-centric comms delivers tangible business results. Using data analytics and insights, the company has increased loyalty, secured repeat business and created an agile business well placed to respond to an ever-evolving landscape.
For more on how James Villas is using data to create the perfect travel experience, watch their inspiring story here.