Reach travellers investing more in their holidays

A common misconception about OTA travellers is that they prioritise price over everything else. And while this may have been true in the past when online travel agencies (OTAs) were primarily transaction-focused, we’ve successfully evolved our brand into a marketplace focused on trusted experiences for travellers. Our customer acquisition strategy has also shifted, and we’re focused on acquiring and retaining customers with high return rates who deliver more value for our partners. 

We’ve accomplished this by spending time, effort and money building engaging and emotional brand campaigns with tangible product benefits that inspire action from travellers that spend more, stay longer and upgrade. We also continue to invest in our One Key™ rewards programme, which offers unmatched flexibility and valuable incentives, allowing us to attract and retain travellers that frequently return and drive repeat bookings.

Read on for insights on what makes our travellers valuable and how you can reach and attract them with One Key. 

To understand how traveller preferences and behaviours vary across different booking platforms and determine whether our traveller-centric strategy is working, we commissioned research with Global Web Index (GWI). More than 8,000 respondents were surveyed in eight global markets who had purchased a holiday in the last three to six months, spanning various audience groups.

The study findings show that our travellers stay longer and spend more*—a testament to the efficacy of our strategy. Our travellers are also willing to splurge on their trips, opting for more premium options and upgrading their bookings.

We understand the investment it takes to attract profitable travellers and drive loyalty, so we see this success not only as our own, but also yours. Our efforts in retaining valuable travellers ultimately results in increased demand and revenue for you as well.  

Overall, our travellers are less price-conscious and are 56% more likely to splurge on holidays than other travellers, showing that they prioritise things like overall value and experience when it comes to planning trips. They are also 12% more likely to have gone on a holiday abroad in the past three to six months compared to other travellers.

These travellers seek out premium accommodation and are willing to pay for a touch of opulence. They are 78% more likely to book a premium suite hotel room and 42% more likely to book a special view room than other travellers.

On the road or in the air, our travellers prefer the best, being 55% more likely to upgrade their car and 50% more likely to upgrade their flight seat at check-in than other travellers.

To entice these valuable travellers to book with you, make sure that your listings accurately highlight the benefits of your premium upgrade options, whether that’s a hotel room with breathtaking waterfront views or plush, lay-flat seats in your premium airline cabin.