Chatbots for OTAs — A way of improving customer care
Merging, acquiring companies that rent apartments, selling sightseeing activities and spending billions of dollars in annual advertising, makes it obvious: online travel agencies (OTAs) are trying to get beyond the perception that they only sell airline tickets and hotel discounts. But are they doing a good job with the these deals and packages that are supposedly their strength?
From unspecified post-trip charges to credit cards, tickets being re-booked to the wrong destination, hotel reservations not on record when guests show up or the lack of response to questions and complaints. From this, one can conclude that OTAs are failing to provide a good customer care. Meanwhile, professional travel agents, whose future was being questioned just a few years ago, are seeing their business increase, powered by travel megatrends towards more personalised trips such as soft adventure or authentic experiences.
The customer’s needs should be at the centre of every business decision and, even though some progress has been done, the majority of these agencies are still having some difficulties in this area. But, we have good news for OTAs! The path to success is more straightforward than it looks like. The internet has changed the way one approaches travelling. Consumers have moved away from trusting their travel plans to a travel agent to book their plans themselves via web platforms. The Online Travel Agency sector must keep pace with digital progress in order to stay relevant to consumers. In an era of fast advancement, that is becoming more challenging. Innovating in this sector means building a customer service solution that caters to digital-savvy travellers.
If the price is the same, I’ll book through an OTA — unfortunately, it is not the reality
In a value-conscious marketplace, consumers will just about always go for the cheapest option when booking. But when consumers are presented with the same offering for the same price, which one do they choose? A research shows that if the hotel price is the same price as the OTA, 65% of consumers would choose to book directly with the hotel. It does not end here! This same study also proved that even in scenarios where there is not price parity, consumers continue to prefer to book directly. If there is a 1% difference in price, with hotels being more expensive, 63% of consumers will still prefer the hotel. Even when the price 10% higher, 51% of consumers will still choose to book directly with the hotel.
The question OTAs should be asking is: why when it is not even cheaper, do so many consumers prefer to book directly with the hotel? The answer is costumer care. People have the belief that if they book directly with the hotel, they will receive better treatment, customer service, upgrades or freebies. Potential consumers feel that OTAs treat reservations with more respect than the guest themselves. This is a problem and it can only be solved when online travel agencies drift some of their efforts trying to improve customer satisfaction. Luckly for you, we are here to help on that matter!
Indeed, Customer care is one of the keys to success
OTAs, while rather dominant in the market, might need to look at ways of improving their overall customer experiences. They ought to ensure that the entire travel experience is memorable. In this sense, technology will play a major role for them to stay relevant and increase their customers’ satisfaction.
Currently, social media, web chat interfaces or messaging apps are a way for costumers to gain access to companies and seek customer service. Therefore, OTAs must pay special attention to this medium and try to answer guests queries and complaints as soon as possible. Indeed, excellent customer service is one of the keys to success in any business but is exceptionally important in the travel industry.
Chatbots are an excellent channel to provide a good customer support
Artificial Intelligence is no longer a technology related to the future and the travel industry can and ought to take advantage of it. The growing popularity of instant messaging and apps like WhatsApp, SnapChat, Instagram and Messenger have opened up new opportunities for online travel agencies. Alongside with it, there has been a shift of chatbots from being an experimental feature to a useful tool in improving customer experience.
It is a fact that chatbots are revolutionising customer care, from answering questions to solving customer issues to a package recommendation. Travellers are getting younger and more tech-savvy, meaning there is a huge demand for chatbots within the industry. Chatbots will further aid them in creating memorable travel experiences. Booking.com is already offering one solution of this kind: they launched a new chat functionality that enables guests and accommodation providers to instantly communicate and connect both before and during the stay. This is a proof that technology takes away the worry of a busy reception desk, different time zones, or friction of communication between people speaking different languages.
Chatbots bring competence and efficiency to the organization by providing a personalised customer experience and 24/7 service to interact with the travellers in different languages. In this sense, meet HiJiffy: we are a company that built an innovative chatbot for the travel industry. It answers users’ Frequently Asked Questions (FAQs) and when the chatbot does not understand the query, we transfer the user to a human agent. We empower you with a great tool that will definitely improve your customer care. It is a fact that potential travellers want to ask questions about the place they want to go. Using our solution to answer their queries automatically, the chances they book with you will increase!
NB: This is a viewpoint by Mariana Marques from HiJiffy. HiJiffy brings chat to the hospitality industry, enabling guests to effectively connect with Hotels through instant messaging apps.
