Fogglight Case Study - Hawaiian Airlines
Introduction
Hawaiian Airlines implemented Fogglight's Trip Planner software as a part of a redesign of www.hawaiianair.com. The redesign effort was initiated to create a "destination-centric" website, one that engaged the user both before and after the booking of a flight. Fogglight's Trip Planner software enables travelers to create personalized destination itineraries, a custom travel guide, and to find products and services based on unique preferences.Fogglight at Hawaiian Airlines
- Boosted page views significantly - over 139,000 page views and 40,000 unique visitors per month since inception
- Increased return users to www.hawaiianairlines.com
- Optimized booking engine revenue opportunities
- Improved customer relationships by 1) reducing destination planning time; 2) providing a free travel guide; 3) and by personalizing the customer experience.
- Expanded the Hawaiian Airlines brand presence.
The Need
As pundits everywhere are pointing out, travel isn't what it used to be. Today, travelers expect a high level of personalization and customer service and yet many online travel sites are ill-prepared to provide that level of customer service. Many travel web sites will provide City Guides or other destination information, but these are often "one size fits all" streams of data that have little to no relationship to the web site's ROI, customer service, or branding goals. Hawaiian Airlines saw this in a different light. Their goal was to establish a web site that not only enabled the rapid purchase of a flight or hotel, but one that also provided the client with a personalized service that provided the appropriate "stage setting" so a great vacation could take place. This included helping clients find just the right attractions that matched their interests, the right services and products that created a better destination experience, and a personalized travel guide - all for free and done very quickly.Solution
Hawaiian Airlines integrated Fogglight's Trip Planner software into www.hawaiianairlines.com under their Explore section. Fogglight assisted in the development of the Explore section by providing Trip Planner software, a Destination Guides page, and a Maps page. The Explore section of www.hawaiianairlines.com enables users to map out destinations, quickly explore the destination via the Destination Guide Page, and then build a Personalized Itinerary and Travel Guide using Fogglight's Trip Planning Software. The Fogglight solution provides Hawaiian Airlines with the most advanced Destination web site of any major airline. A critical component of the Fogglight solution is customized, qualitative data report that it provides to Hawaiian Airlines on a monthly basis. Fogglight's Trip Planner software elicits qualitative, preferential data that has heretofore not been available to travel web sites. The data report includes information on the most popular and visited attractions, what activities travelers engage in, trip goals and objectives, traveler interests, and much more - making Hawaiian Airlines one of the first airlines to truly understand what clients are doing outside the cabin!Results
Since implementation, Hawaiian Airlines has achieved much greater visibility as a destination web site, one that provides booking and travel research and planning services. With the help of Fogglight, Hawaiian Airlines is able to:- Provide its customers with the industry-leading trip planning and research tools.
- Have each customer generate a personalized travel guide.
- Maximize ROI opportunities by having its booking engine integrated into the trip-planning process.
- Gain a better understanding for user preferences.
- Extend brand and improve customer service and loyalty.
