How Unifying Cross-Channel Traveler Data Increased Bookings by 41% for a Travel Platform
"Inconsistent tracking across web and app led to fragmented traveler journeys, high checkout drop-offs, and an inability to run intent-based retargeting."
Measurable Outcome
Client Overview
A fast-growing online travel platform offering flights, hotels, and holiday packages, scaling aggressively across paid and organic channels.
Business Challenge
But they faced major challenges: ❌ Inconsistent data across: - Adobe Analytics - Google Analytics ❌ No unified traveler journey (search → compare → book) ❌ High drop-offs in checkout flow ❌ Retargeting was generic (not based on user intent like destination or price range) ❌ App and web data were completely siloed Result: They were driving traffic but losing high-intent travelers before booking What We Found After a full analytics and data audit: - 48% of users dropped off between search results → booking page - No tracking of key traveler behaviors: - Destination search - Price filtering - Travel dates selection - No identity stitching across devices (mobile ↔ desktop) - CDP (Tealium AudienceStream) was collecting data but not activated Insight: They had intent-rich data — but weren’t using it
Tools Used
MartechRise Solution
We implemented a connected traveler intelligence system: ✅ 1. Unified Data Across Platforms Integrated: - Adobe Analytics - Tealium - App + Web + Backend booking system Created a single traveler profile ✅ 2. Advanced Behavior Tracking Tracked high-intent signals like: - Destination searched - Travel dates selected - Price range filtered - Hotel / flight views Enabled deep understanding of traveler intent ✅ 3. Cross-Device Identity Resolution Used Tealium to stitch users across: - Mobile - Desktop - Logged-in sessions Eliminated fragmented journeys ✅ 4. Intelligent Retargeting & Personalization Built audiences like: - “Users searching Bali under ₹50K” - “Flight viewers but no booking” Activated across ads + email ✅ 5. Funnel Optimization - Identified friction in checkout (payment step drop-offs) - Simplified booking flow - Improved mobile UX ✅ 6. Multi-Tool Data Standardization Implemented consistent data layer across: - Matomo - Ensighten - Google & Adobe ecosystems
Outcome
The Results (Within 75 Days): 🚀 +41% increase in completed bookings 📉 37% reduction in checkout drop-offs 🎯 2.2X improvement in retargeting conversions 📊 +45% better data consistency across tools 💰 Higher revenue from the same traffic volume
Impact
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