Opinion: Why conversational commerce is integral to travel
Travelling is exciting, but it’s also daunting. Tourists rely on quick access to information to guide them and give advice, often in strange time zones or with time sensitivity.
It is therefore imperative that industry players wanting to build relationships with travellers offer seamless and efficient channels through which they can make queries.
E-commerce and the website have failed the travel industry
In this way, traditional e-commerce and websites have failed the travel industry; they are impersonal and slow.
Websites force travellers to find and read static pages, which are often out-of-date, to get answers. Often, travellers can’t find what they’re looking for and have to call to get up-to-date information.
An email function with a two business day response time is no longer acceptable, nor is the option of calling.
Travellers want answers—and they want them now. People want to ask questions and get help and they value one-on-one interactions with an expert.
Enter conversational commerce.
Conversational commerce is shifting the travel industry from one that puts the burden on the consumer to self-serve to one that is instant, interactive and personalised.
So, what is conversational commerce?
Conversational commerce is the ability for consumers to communicate with brands through natural language conversations, using digital channels they know and feel comfortable with such as WhatsApp, Facebook Messenger, or the native messaging app on their phone.
Conversational commerce allows the use of natural language to buy things or query a service at any point in the customer journey. This is achieved through the use of bots in conjunction with humans, allowing a brand to have conversations with its customers at scale.
Think about the disruption caused by an A380 being grounded. Hundreds of passengers are left with flow-on connections, accommodation, and activities that need to be altered or rescheduled. How can an airline cope with the vast and complicated requirements to communicate and rebook each of these travellers?
The only manageable option combines mobile, automation, and artificial intelligence.
Travel companies are moving to conversational commerce in droves, realising that it improves travellers’ experiences by allowing them to respond to texts at their leisure, rather than call or queue at an information desk.
Similarly, airlines and agents can sell tickets and help travellers make reservations directly in messaging channels they already use, every day.
Many of the travel companies that we work with have deployed bots that can browse flights, hotel rooms and car rentals, retrieve pricing information, provide discount codes and answer FAQs. This frees up agents to focus on high-value and more complex requests.
As a result, LivePerson’s travel customers that have transitioned to conversational commerce have experienced on average a 95 per cent peak in customer satisfaction.
For instance, since embracing messaging as part of its customer service strategy, Virgin Atlantic’s CSAT score has climbed to 95 per cent and 20 per cent is the average growth in the number of calls shifted to messaging week-on-week.
The business benefits of going conversational
Conversational commerce improves more than just customer satisfaction. It is being adopted by leading travel companies because it also enhances employee productivity and increases sales conversion, benefitting a company’s top and bottom lines.
Most importantly, positive customer experience ultimately leads to more loyal customers, which is every brand’s end game.
Conversational commerce is the key to bridging the gap between average and outstanding customer experience, particularly in the travel industry. With conversational commerce, brands can create a cohesive and communicative exchange that enhances the travel experience.
Andrew Cannington is the APAC General Manager of LivePerson
Email the Travel Weekly team at traveldesk@travelweekly.com.au
Andrew Cannington conversational commerceLatest News
Australia fails to make top 10 destination list for American travellers
Australia's top cities have failed to make the grade with American travellers this northern summer, with no local city in the top.
APT Launches 2025 Asia Adventures
APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]
ANZAC Battlefield travel on the 2025 bucketlist
As Anzac Day dawns, agents prepare for a surge in bookings for the 110th anniversary of the Anzac Cove landings.
Former Channel 9 Getaway host and founder of TRIBE Jules Lund to speak at Travel DAZE
From blond-tipped travel reporter to Travel DAZE speaker, Jules Lund cuts through the BS.
HX’s Roald Amundsen finds aliens in the Antarctic
Forget whales, HX's MS Roald Amundsen captures aliens in the Antarctic - and they're not pretty.
Mayhem in France as 70% of flights face cancellation
I mean it wouldn't be France if there wasn't at least one strike.
Etihad Airways launches double-decker service with world’s only in-air three-room suite
We imagine falling asleep in the three-room suite is superior to falling asleep on your neighbour's shoulder.
Norwegian Cruise Line launches 2024 Europe travel season
Europe certainly has a lot of ports. Its time for Australia to up its game.
“The power of travel for positive change” – Intrepid’s Jenny Gray hails controversial all-women Saudi Arabia trip
There is an awful lot to love about this tour from Intrepid. Where do we sign up?
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle of Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
If you are craving a trip to Europe then grab this deal with both of your grubby hands.
Air India and All Nippon codeshare between the two countries
Here at TW we agreed that the photo would have worked better if they had swapped planes.
A&K offers minimum 18 weeks paid parental leave
Contrary to what the photo suggests this benefit is only applicable for humans. Back to work Mrs Jumbo.
NH Hotel Group rebrands as Minor Hotels Europe & Americas
Hang around the bends of the hotels. We imagine they will be full of a lot of branded content.
Scenic Eclipse II – the business of creating unforgettable life-changing memories
These cruise brothers from another mother offer a view of cruising on Scenic Eclipse II that is poles apart.
MSC builds new hospital ship with Mercy Ships
If you want to read a story that puts a smile on your face then this is the one for you.
“I peed on myself watching this” – Social media users squirm at Royal Caribbean’s Harmony of The Seas 55ft dive video
TW is not responsible for any involuntary actions your body might have after watching this video.
FLIGHT REVIEW: Qantas Boeing 787 Dreamliner business class
The real bonus is you're unlikely to be around screaming children. Hoorah!
Traveltek offers travel agents new rapid deploy cruise website
As always, if you have any issue with the platform, just turn it off and on again.
Experience whale watching & classical music at the Australian Festival of Chamber Music in Townsville
Disappointedly, the whales do not start singing in tune with the orchestra. Opportunity missed.
Fond, very Fond. London hotel famed for James Bond link adds ‘Classic Comforts’ lunch menu
James Bond author Ian Fleming was so fond if this hotel, it inspired the legendary phrase ‘shaken, not stirred’.
What sets Eclipse Travel apart with Africa expert Hilary Dubyk: Travel Weekly TV
If you want to know more about Africa, then Hilary Dubyk is your person.
Surge in Australians visiting Japan
Feel like all of your friends have just returned from Europe? Now it's Japan.
Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit
Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]
Sydney named 17th best place to work remotely
If you struggle to get a seat within Sydney's coffee shops, you now know why.
W Melbourne grows sales team
We appreciate the thought that has gone into this team photo.
Cunard welcomes new ship Queen Anne
This might be the most impressive ship handover in ship handover history.
Intrepid Travel appoints Yvette Thompson as general manager sales & marketing ANZ
It isn't end-of-day Monday and Yvette Thompson has already nabbed herself an impressive promotion.
Anna Fawcett re-joins Global Touring in newly-created APAC role
With such an impressive CV, Global Touring is no doubt thrilled to have Fawcett back.
“We know our response has been far from perfect” – Emirates’ open letter following Dubai flooding
If you also need to write an apology letter, then this is a pretty good template.
Malolo Island Resort opens brand new Spa
Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]
Virgin Australia’s HILARIOUS second instalment of the ‘Bring on Wonderful’ campaign
We don't use the word 'hilarious' lightly, but this is worthy of the title.
Visit Sunshine Coast reveals new brand identity
If you were looking for another reason to visit the Sunshine Coast then this is it.
Sofitel launches brand campaign starring Sex Education’s Gillian Anderson
We can confirm the content of this video is less spicy than Sex Education.
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!