Remember stamps that we can collect from a restaurant after eat there a few times? This is that, but for hotel bookings. To support recovery after covid-hit decline in transaction, we encourage users to re-transact with us with a higher number of transactions or basket size with mission based stamp collection.
October 2020 - November 2020 and January 2021
Traveloka
Traveloka Accommodation Demand Team.
Product Managers, Interaction Designers, Copywriters, Mobile App Engineers, Backend Engineers.
A personalised mission for different type of users and different challenges to "upgrade" the value of booking or re-transact in Traveloka Hotel, in a relatively short timeframe for that type of users. So far we achieved [numbers redacted] participation rate for the targeted users that checked this mission program, and [numbers redacted] of them completed the tasks already.
During late 2020, the current business situation, there are a declining trend of transactions due to COVID-19. There are a lot of users who downgraded from higher frequency type to lower frequency type. Aside from that, we have a rising number of churned users. We are looking to a incentive and rewarding action for people to increase their transaction frequency or re-transact with us.
We look to adopt a similar mechanism like coupon stamp with already a familiar mechanism in real world for example if you buy coffee 10 times, you will get 1 free coffee. In traveloka, we already have a similar mechanism in our other product TravelokaEats, so we looking how to incorporate this with hotel industry context and with very different base of users and product type.
The program will try to change the behavior from getting direct incentive from promotional activities to make them purchase before they get any reward by doing certain activities or transactions. By doing this, we encourage users to re-transact with us with a higher number of transactions or basket size.
We would like to try the Mission mechanism in Traveloka Hotel and find out how to translate those concepts into travel products (hotel) using the Traveloka mobile app, with consideration that hotel product value is very different with food that is a more daily and frequent product to be bought.
Increase overall GBV, by increasing number of transactions, basket size or retaining first-time customers whilst maintaining good profitability and encourage users to adopt new mechanism of gamification to obtain a rewards.
Basically, we want to create new demand, stimulate & capture users’ intent to purchase at agreed acceptable cost and to find out the gamification concept of mission, reward, and mechanism that works for users to help us transact which can help to grow our business using promotional activities. Enable platform in Traveloka accommodation to achieve specific business goals.
The mechanism, albeit is already a familiar one in other industry, need to be adopted carefully in context of hotel products, with the product is inherently more expensive, and not an everyday product.
How to not confuse user with the loyalty program (Traveloka Priority) that rewards a loyal hotel booking over a period of time.
Give a sense of fun and gamified mission that user felt is not a waste of time and they can actually finish the mission and get the rewards.
Project wise, this is a cross-team collaboration, so we need to communicate and collaborate clearly on who's owning what, and finding out each team working styles and be aware of the timeline we share together.