The cost of acquiring customers has been rising inexorably for most online travel companies, and this is mainly fuelled by rises in paid search, where in Europe Google has most of the market. If eDreams Odigeo has managed to grow its business and reduce its acquisition costs, then that is a very impressive achievement.
In the article below eDreams credits their advances made in eCRM and data analytics, and we have certainly seen a rise in the demand for CRM Managers and Data Analysts.
Investment in Customer Relationship Management (CRM) and data analytics and management tools is helping European OTA eDreams Odigeo diversify away from “expensive” paid search. In full-year trading figures revealed this week, the Opodo parent said while booking volumes were up 10% it had managed to reduce its “variable cost per booking” by 6%. This was achieved as the OTA saw its business growth over the last 12 months driven mainly in the more-commoditised, price sensitive and competitive flight sector. Speaking to Travolution this week Dana Dunne, eDreams Odigeo chief executive, said a ramping up of in-house data analytics and personalisation capabilities was bearing fruit.
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