Optimizely Blog

Grow your Optimization and A/B testing skills

X

Download our FREE Testing Toolkit for A/B testing ideas, planning worksheets, presentation templates, and more!

Get It Now

Travel

Learn how leaders in the Travel industry are using A/B testing and personalization to increase conversions and improve the experiences of their websites and mobile apps.

3 Trends Shaping the Online Travel Industry


3 Trends Shaping the Online Travel Industry

To say that optimizing experiences in travel goes far beyond the booking funnel would be an understatement. From ancillary revenue to an integrated customer journey of physical and digital touchpoints, learn the key trends that are shaping the online travel industry today.

The Opportunist vs. The Planner: Personas for Travel & Entertainment Websites

The Opportunist vs. The Planner: Personas for Travel & Entertainment Websites

What we would do if we had to boost online revenue for a set of travel and entertainment sites in just twenty-four hours? How would we rapidly strategize and launch multiple tests in such a short time frame?

Our optimization strategy is made up of three steps: 1) create personas, 2) define the funnels, and 3) run multiple tests concurrently. Through the lens of two common personas — the opportunist and the planner — let’s look at optimization strategies for travel and entertainment websites.

How Secret Escapes Increased LTV and Doubled Signup on Mobile

How Secret Escapes Increased LTV and Doubled Signup on Mobile

Secret Escapes is a flash-sale luxury travel company that offers discounted deals on four and five-star hotels around the world. The business is growing quickly with 300% YoY growth, expanding to markets in Germany and the U.S. with a base of 10 million+ members on their iOS/Android apps and website.

As a high-growth business in the extremely competitive online travel market, Secret Escapes cannot afford to make changes to any of their digital properties that might throw off this momentum. That’s why Secret Escapes runs all app and website changes—no matter how small—as Optimizely experiments first before rolling them out live.

How Smarter Travel Doubled Revenue by Optimizing a Booking Funnel Landing Page

How Smarter Travel Doubled Revenue by Optimizing a Booking Funnel Landing Page

One of the most important components of a successful optimization program is velocity – the ability to build a test, run it, collect data, and put that data into action quickly. Velocity helps optimization programs gain traction and garner executive support. The faster you get up and running, and the faster you can build and execute tests, the faster you can start proving value with results. BONUS: It can also make a whole lotta cash money. Take Smarter Travel’s story, for instance.

A Mobile Website Optimization Case Study: Hotwire’s Cars Page


A Mobile Website Optimization Case Study: Hotwire’s Cars Page

This is the last post in a three-part series about the optimization program at Hotwire, an Expedia, Inc. company.

At Hotwire, mobile apps and mobile web experiences are a core part of how travelers book flights, hotels, and car rentals. Travel customers’ research and booking needs are uniquely mobile, and their on-the-go experience should help them meet their goals quickly and seamlessly.

When Hotwire’s Lead Product Manager for Site Optimization started working with the Cars line of business to optimize their conversion funnels, the Cars mobile website experience hadn’t been updated for several years. This is the story of how they optimized it.

A Method for Prioritizing A/B Test Ideas That Won’t Hurt Feelings

A Method for Prioritizing A/B Test Ideas That Won’t Hurt Feelings

Prioritization is the million-dollar question in optimization programs. It gets at the heart of our most frequently-asked question at Optimizely: “What should I test?” A strong prioritization process arms a growth marketer with the answer: “Here’s what we’ll test, in what order, and here’s why.”

Last week, we met Pauline Marol, the Lead Product Manager for optimization at Hotwire. Pauline’s prioritization process is a framework that keeps her optimization engine running smoothly with hundreds of ideas in the backlog and helps the very best ideas surface so they can be tested quickly.

As Pauline describes it, her prioritization “removes the emotion from A/B testing.”

An Interview with an Optimizer at Princess Cruises

An Interview with an Optimizer at Princess Cruises

Princess Cruises takes optimization seriously. The cruise line, part of the Carnival Corporation, has a team dedicated to A/B testing and optimization of the shopping and booking experience on princess.com. In this interview we talk with E-Commerce Project Manager, Abel Ramos about how test ideas can come from anywhere (even cruise guests), why patience is vital for optimization, what he’s excited to share as a speaker at Opticon 2015 and more.

Organized Ideation: How Hotwire Runs 120+ Experiments Per Year

Organized Ideation: How Hotwire Runs 120+ Experiments Per Year

Curious what optimization looks like at one of the internet’s top travel companies? In this series of three posts, we’ll dive into the optimized testing process of Pauline Marol, the Lead Product Manager for Site Optimization at Hotwire, a leading travel booking site owned by Expedia, Inc. In this first installment, we’ll explore how Pauline structures brainstorming by ‘conversion veins’. In the future, stay tuned for a deep dive into her prioritization framework for experiment ideas and a big mobile experiment win for her team.

4 Simple Experiments to Increase Bookings on Hotel Tonight

4 Simple Experiments to Increase Bookings on Hotel Tonight

Hotel Tonight is a last-minute hotel booking app. If you’ve ever been in a pinch looking for a place to stay or are seeking spontaneity, you know how useful this app is. People who use Hotel Tonight are looking to complete a focused task (booking a room) quickly so everything about the app should allow them to get there.

This Tuesday, we are evaluating the booking path on Hotel Tonight to generate test ideas for apps aiming to increase bookings. These series of tests will help answer, What is the optimal path to take a user on to a successful reservation?