Forrester logo Download the report

Customizing the Customer Journey: 3 Travel Sites that Get It Right

The anticipation arising from planning where to go and what to do can sometimes be just as exciting as the vacation itself. From determining the perfect getaway location to researching daily excursions, users want the experience to be effortless and entertaining.

The online journey doesn’t just end once users embark on their adventures; travelers continually reference their favorite sites and mobile apps while vacationing to bookmark favorite locations, compile photos and deliver recommendations in real-time to friends.

The following 3 travel sites successfully use identity data to deliver relevant and interactive content and experiences across both web and mobile, providing vacation-goers with enjoyable experiences from decision to destination.

1. TripAdvisor

TripAdvisor, a popular site travelers reference to find user reviews on accommodations and flights, makes it easy to connect closely with friends from all over the world in one place. Users find that when setting up an account on TripAdvisor, they are prompted with the option to login using their Facebook credentials.

By authenticating socially and allowing TripAdvisor access to select social data, users can then utilize the ‘Your Friends’ tab, which shows them everything from their friends’ ratings and reviews on restaurants, hotels, etc. to a world map with countries/cities their friends have visited. By compiling this information in a convenient location, TripAdvisor makes it easy for users to not only choose a destination, but to also build an itinerary along the way, filled with friends’ recommended attractions.

2. Luxury Retreats

Luxury Retreats is a premier villa rental company committed to providing guests with exceptional service across real-world and digital experiences. In order to reach its jet-setting customers on the go, Luxury Retreats has created a convenient mobile app, complete with both traditional registration and social login.

Granting users the option to log-in socially provides the company with a clear and more complete view of their customers’ identities, enabling Luxury Retreats to build customized individual experiences. Logged-in users are able to favorite preferred villas, and compile and save them in their profile view for future reference or to share out to their social networks.

3. is a fast and easy way for travelers to create personalized city guides for destinations all over the world. Once users have authenticated using their Facebook accounts, they’re then prompted to choose from a list of cities and begin selecting relevant attractions to configure their city guides.

For example, users planning to visit Barcelona can choose from a list of ‘Top Highlights’ which includes must-see sites such as the Gothic Quarter or La Pedrera, and can then drop them into their itinerary. Because users are logged in with their Facebook identities, they also have the ability to invite friends through Facebook to contribute to a communal city guide, or simply share out their personal travel plans to keep friends updated along the journey.

How It’s Done

In order to nurture users through the trip-planning process, travel sites need to bid adieu to outdated marketing strategies and adopt these three tactics for success:

  1. Identify your users on an individual level at point of site entry by offering a seamless flow for registering for accounts on your site and app. Choose a solution that gives users the option to sign in traditionally or socially, and gives you the flexibility to customize registration flows and requested data points.

  2. Leverage an identity management database with ability to aggregate and organize today’s volume and variety of customer identity data. This will provide your business with the single customer view necessary to create unified experiences across multiple channels and devices.

  3. Enable data integrations across recommendation engines, email marketing software and more to appeal to your travelers’ individual interests, budgets and locations, for example, across touchpoints.

To learn more about how to leverage customer identity data to produce more personalized experiences, download Gigya’s free eBook, “Achieving A Single Customer View – The Holy Grail for Marketers,” here.

By Stephanie Ashton

Meet us at

Consumer Identity World USA
Seattle, USA

September 12 - 13, 2017
View Event >
Consumer Identity World USA, September 12-13, 2017, Seattle