Data-driven storytelling enters B2B travel industry, courtesy of TBO.COM and WebEngage
The “year-in-review” feature that gives users a fun retrospective summary of their activities in the past 12 months has been a revelation for personalized engagement. Music streaming platform Spotify famously embraced it with its ‘Wrapped’ feature, demonstrating the impressive power of first-party data. ‘Wrapped’ drives engagement by playing into the psychology of persuasive and personalized content. It taps into our innate need to feel special, exclusive, and appreciated. The feature has rightly found admirers in millions of Spotify listeners.
TBO.COM, a global travel distribution platform has extrapolated this “data-driven storytelling” to the B2B travel industry. To consolidate the available data, derive insights, and enable travel agents to hyper-personalize customer engagement, it partnered with marketing automation company WebEngage a year ago. Towards the end of 2023, TBO conceptualized a year-in-review feature called ‘TBO Rewind’ for its customers- Travel Agents. The partnership with WebEngage enabled TBO.com to bring the plan to fruition.
TBO Rewind: A unique initiative in B2B “You just cannot ignore data anymore. It is the only objective force in a subjective marketing world. Data is being beamed everywhere. If you know how to catch and wield it, I guarantee it’ll put you ahead of the curve,” said Shyam Sunder – Vice President of Marketing at TBO.com. Despite the data points at its disposal, TBO understood the challenges lying ahead in the execution of TBO Rewind.
WebEngage’s Customer Success team helped break down the complex data sets. The data was standardized and readied for analysis by WebEngage’s platform, where the ‘Catalog’ feature was leveraged to derive and execute individual insights of users. The Services team conducted thorough testing and accommodated multiple changes to produce ‘TBO Rewind’ promptly.
‘TBO Rewind’ gave users a glimpse of their operational highlights in the past year. Each agent received the ‘Top Destinations Booked by Individual Bookers’ and the ‘Top Destinations in Your Country’, developed automatically based on booking history and other data. ‘TBO Rewind’, which was executed and [personalized at scale across 15 countries and in four languages, was graced by over 10,000 users.
“The high open rate and click-through rates prove that our customers value personalized content and, more importantly, quality content that breaks the clutter of promotional and transactional emails they receive every week. TBO.com will now make ‘TBO Rewind’ a bi-annual initiative,” revealed Shyam Sunder.
“The ‘TBO Rewind’ campaign is a testament to the growing opportunities for innovative marketing strategies in B2B marketing models..,” asserted Hetarth Patel, Managing Director – UAE and VP – MEA at WebEngage. The marketing technology company is in the vanguard of AI and automation advancements, as evidenced by its continued success in driving innovative campaigns and initiatives of its [800+ client brands globally].
About TBO
TBO.COM is one of the leading global travel distribution platforms that aims to simplify the buying and selling travel needs of travel partners across the world. It relies on proprietary technology that aims to simplify the demands of the complex world of global travel by seamlessly connecting the fragmented base of travel buyers and travel suppliers at scale.
TBO’s approach has always been technology-first and it continues to invest in new innovations and new offerings to make travel easy and simple. TBO’s APIs are serving large travel ecosystems across the world. The modular architecture of the platform enables new travel products while expanding across new geographies. Its proprietary technology platform relies heavily on AI/ML to offer unique listings and travel products, meeting specific requirements put forth by customers, thus increasing conversions.
The TBO journey began in 2006 with a simple goal – to address the evolving needs of travel buyers and suppliers, and what started off as a single product air ticketing company, has today become one of the leading global travel distribution platform (Source: report titled “Travel and Tourism Industry Report” issued by PGA Labs dated December 21, 2021) across the America, UK & Europe, Africa, Middle East, India, and Asia Pacific. TBO’s product range includes air, hotels, rail, holiday packages, car rentals, transfers, sightseeing, cruise, and cargo.
For more information, please visit: https://www.tboholidays.com/
About WebEngage
Ranked #1 consistently across all review platforms on ease of use and comprehensiveness of the platform, WebEngage is used by 800+ brands across India, the Middle East, Latin America, Europe and SouthEast Asia markets. WebEngage is on a unique mission to ensure that no business should ever have to work hard to retain its customers. WebEngage helps them scale through a robust customer data and analytics platform – unifying data across silos, the best-in-class journey builder enabling automated triggers and campaign orchestration across channels. The third piece of the stack is the personalization engine that includes all the data in the system and AI/ML-driven product recommendations that boost the conversion for all channels including the web and mobile apps. This puts immense power in the hands of marketers as they try to live up to the consumer expectation of a personalised user experience, a habit formed by the Amazon and Netflix of the world. The company is working across several industries like E-Commerce, Edtech, Fintech, Foodtech, Media & Publications, Gaming, BFSI, Healthcare, Online Retail. The key clientele includes marquee brands like IKEA, eXtra Stores, HNAK, Vezeeta, Tabiyat, Unilever, L’Oréal, Bajaj Auto, Unacademy, Myntra, Pluralsight, Pepperfry, Junglee Games, HT Media, FirstCry, GoIbibo and many more.
To learn more about the WebEngage, please click: https://webengage.com/
For more information or interviews, please contact:
Anand Vaidya | WebEngage
+91 99300 58087 | [email protected]
Disclaimer
“TBO Tek Limited is proposing, subject to receipt of requisite approvals, market conditions, and other considerations, an initial public offering of its equity shares (the “Equity Shares”), andhas filed a draft red herring prospectus dated November 8, 2023 (the “DRHP”) read with the addendum to the DRHP dated February 17, 2024 (“Addendum”), with the Securities and Exchange Board of India (“SEBI”). The DRHP and the Addendum are available on the website of the Company, at https://www.tbo.com/investor-relations, the website of SEBI at www.sebi.gov.in and the website of the Lead Managers, Axis Capital Limited, Goldman Sachs (India) Securities Private Limited, Jefferies India Private Limited and JM Financial Limited at www.axiscapital.co.in, www.goldmansachs.com, www.jefferies.com and www.jmfl.com and the websites of BSE Limited and National Stock Exchange of India Limited at www.bseindia.com and www.nseindia.com, respectively.
Any potential investor should note that investment in Equity Shares involves a high degree of risk. For details, potential investors should refer to the DRHP and the Addendum including the section titled “Risk Factors” of the DRHP. Potential investors should not rely on the DRHP or the Addendum for making any investment decision.
The Equity Shares offered in the Offer have not been and will not be registered under the U.S. Securities Act of 1933, as amended (the “Securities Act”) or any other applicable law of the United States and, unless so registered, may not be offered or sold within the United States, except pursuant to an exemption from, or in a transaction not subject to, the registration requirements of the Securities Act and applicable state securities laws. Accordingly, the Equity Shares are only being offered and sold (i) within the United States only to persons reasonably believed to be “qualified institutional buyers” (as defined in Rule 144A under the Securities Act) pursuant to the private placement exemption set out in Section 4(a) of the Securities Act, and (ii) outside the United States in offshore transactions in reliance on Regulation S under the Securities Act and pursuant to the applicable laws of the jurisdictions where those offers and sales are made. There will be no public offering of the Equity Shares in the United States.”
