The client : Havas Voyages, France’s leading brand in tourist distribution

A member of the Carlson Wagonlit Travel Group, Havas Voyages specializes in business and leisure travel and organizes individual and group outings (ticket booking and sales, organized tours, honeymoon travel, car rentals, etc.).

  • Vaste network of 380 agencies in France
  • havas-voyages.fr website: 100% leisure-oriented and resolutely multi-channel
  • B-to-C and B-to-B mix with a mass-market travel offer and business travel for small business medium size companies
  • 100% distributor
Case study n°1 - Havas Voyages

Issues and goals

Multi-channel or cross-channel distribution?

How do you measure the impact of online traffic acquisition campaigns on intent to purchase in the brick-and-mortar network of travel agencies?

Does multi-channel distribution mean cannibalization or added value?

Tourism players need multi-channel distribution. But adding an additional channel to the physical network of agencies to diversify distribution is never neutral. Even though multi-channel distribution aims to create synergy between agencies and websites, the website can be perceived as a threat by the network of agencies – especially by franchisees that fear revenue shift.
Therefore, it is essential to measure the contribution of e-business to the brick-and-mortar network. The strategy is to determine the role of the website in the purchasing process. In terms of ROI, just exactly who benefits from digital marketing expenditures to acquire online traffic – the e-business activity or the travel agencies?

  • Objectve: Measure the impact of online traffic acquisition campaigns on traffic in agencies.
  • Secondary objective: Optimize marketing budgets by identifying acquisition campaigns that attract visitors with strong intent to buy.

Solution

To meet the needs of Havas Voyages, AreYouNet implemented behavioral tracking based on LiveIntercept technology. This allowed profiling visitors to a website, tracking their behavior as they browsed and sending them a signal when their profiles corresponded to the target we wanted to question.

Method and campaign implementation

First of all, we defined the visitor profile to be questioned and then identified the acquisition campaigns to determine the source of traffic. The LiveIntercept set-up was installed on the site with the help of a tag manager and remained in place for a full month.

When they arrived on the site, visitors corresponding to the target were identified by LiveIntercept and data on origin and path were recorded. When they left the site, they were asked a few simple questions to establish their socio-demographic characteristics and purchasing habits and to know whether they planned to go to a travel agency. 

  • Advice: the simpler the questionnaire, the greater the number of responses.
  • Tip: define specific, targeted campaigns on one issue only. Again, simplicity is a real guarantee of effectiveness.
  • Campaign: on certain pages at certain times of the day with a predefined cap.

Benefits

In one month, Havas Voyages counted approximately 4,000 respondents, a representative sample with very significant results:

  • 53 % of non-clients planned to go to an agency within the next month.
  • The socio-demographic characteristics of visitors were precisely established.
  • Sources of traffic that had an impact on agency traffic were identified: 88% came from acquisition actions.

Extras

Launch of simultaneous campaigns: The first study in 2013 was launched at the same time as a self-promotion operation also distributed by LiveIntercept on the havas-voyages.fr site.

We plan on making other measurements to improve our campaigns
with this very flexible and powerful tool!

Learn more

Discover other uses and client examples at LiveIntercept.com.

For more information, send us a message or call us at +33 1 57 42 42 42. We will be happy to show you all the technical possibilities and methods we propose.

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