Tui Travel has seen brands halve cost per lead and increase online revenue by 30% after utilising call tracking technology provided by ResponseTap.
The brands, which were unnamed in the case study for ResponseTap, were in the travel giant’s Specialist and Activity Sector covering adventure, education and sporting holidays.
One was on target for paid search cost per lead prior to implementing the technology but was able to reduce this by almost half allowing it to invest more in its online presence.
Another of the brands in the division credited the insight from call tracking with raising online revenue by a third.
Jo Bradbury, sector paid search manager at Tui Travel, said: “A lot of our holidays are booked over the phone.
“The problem we have had is that these people disappeared off the online radar and we were not able to track them.
“We had little idea where they came from, the path they took to get to us, or indeed whether they were responding to a particular ad.
“ResponseTap has helped us to improve our online activities as well as ROI as a result.”
The result of the tie-up between ResponseTap and Tui comes after the latest Travolution Innovation Report found that investment in travel in telecoms technology is not being prioritised.
Our research by Kew Associates of Office for National Statistics data showed this was the case, despite travel firms selling large quantities of product over the phone, with conversion rates above 20%.
ResponseTap’s work with Tui allowed the operator to bring in call tracking to identify each caller.
It was also able to track multiple variables including the keyword they used to enter the site, the pages they looked at before, during and after the call, the date and time of the call sales or lead value.
Tui was able to analyse performance through the ResponseTap system in combination with existing analytics tools to give it greater visibility of the performance of different ads and channels.
Other insights the technology provided included regional data about incoming calls used for targeted campaigns, call centre staffing level requirements and identification of problem pages.