“2. Add a concierge component.
In the age of personalization, one-size-fits-all service simply doesn’t cut it. Although many digital services can be administered with just a website, consumers want one-on-one attention. Epsilon research shows that 80 percent of consumers prefer to patronize companies that offer individualized experiences. Among travel websites and apps, that figure rises to 87 percent.
Personalization may be tougher for online services than their brick-and-mortar peers, but Reservations.com’s R-Club shows it can be done. When an R-Club member books, she’s connected with a U.S.-based travel advisor she can call, text, or email about her itinerary. Via an online dashboard, advisors help R-Club members with trip research, logistics, and special requests. If you run a similar digital service, don’t forget that people connect with other people.”