EasyJet Holidays and bd4travel strike deal after successful personalisation trial

Six week test saw increased click through rates and booking values for airline’s tour operating brand

EasyJet Holidays has started working with travel data analytics specialist bd4travel to personalise the experience it offers its customers and website users.

A deal has been agreed following a six week trial of bd4travel’s artificial intelligence technology that saw a 5% higher click through rate and booking revenues leading to a return on investment of 600%.

EasyJet Holidays is a standalone brand within the easyJet group which was launched in 2019 and offers deals for contracted hotels in over 100 destinations.

The performance of bd4travel’s systems was achieved by easyJet Holidays implementing personalised search result lists that immediately responded to users of its site in real time.

The website can now present available holidays that match the customer’s profile from interest signals captured from their onsite behaviour.

Ian Chambers, director of digital at easyJet holidays, said: “Our digital team takes an agile approach to deployment, continually testing and revising the presentation of content and offers.

“Being data driven helps us optimise the online experience for our customers, and bd4travel’s technology allows us to react in real-time to individual users.

“The ability to reflect individualism and tailor content to each user is key in a competitive market place.”

Alex Black, digital experience manager at easyJet Holidays, added: “In the current climate, user behaviour is highly variable. To better understand our customers, we wanted to adapt our approach to data and improve our understanding of how we can best serve different users.

“The bd4travel personalisation platform is incredibly intuitive. The insights and guidance from the team enable us to optimise our site and identify opportunities at a really quick pace, helping our customers make travel decisions faster and in fewer clicks – which is a great result for them and us.”

Following the successful initial test period, easyJet Holidays and bd4travel are working together to explore the wider use of personalised holiday recommendations and content in other areas of the site and other customer touchpoints.

Andy Owen-Jones, chief executive of bd4travel, said: “The trial period proved to easyJet holidays how easily or technology lets them display the right holiday to the right user at the right time.

“It’s not about averages or personas or segments, but individuals. Our technology drives relevant product displays in real-time, optimising the customer’s online experience and providing increased engagement and more bookings for online travel companies.”