The New Zealand hotel industry has never been so competitive, with hotels offering loyalty benefits for direct bookings, airlines on-selling accommodation through package deals, online travel agents utilising multimillion dollar marketing budgets to acquire customers, and aggregators such as Trivago providing price transparency.
Partnering with one of the world’s leading travel companies was a major step in enabling our customers to book their entire journey with Air New Zealand.
Colmar-Brunton research undertaken in 2016 revealed Air New Zealand’s hotel offering at the time did not meet customer expectations. Customers most valued choice, right price and the ability to earn Airpoints Dollars when booking their hotel.
Partnering with Expedia enabled Air New Zealand to integrate Expedia’s accommodation options into its online booking flow, enhancing the customer experience through access to a wider choice of hotels, package rates, member discounts and more competitive pricing - all backed by Expedia’s global brand and Airpoints™ loyalty incentives.
With only 15 weeks from the partnership agreement to prepare for its public launch, Expedia and Air New Zealand rapidly developed joint technological capabilities and marketing activity, with the new campaign deploying on March 22, 2017.
Customers reacted with unprecedented positivity. Refined targeting utilising propensity modelling and personalisation of creative further increased positive customer response, with greater conversion across most channels as a result.
The Air New Zealand-Expedia launch campaign set the foundation for a highly successful partnership for the coming years, and results continue to improve.