Travel used to bring around 30% of overall revenue for Rakuten before the pandemic. Now that COVID travel restrictions have eased, we'd expect travel to pick back up again, however we haven’t seen the same amount of traction and return as pre-COVID times.
The Growth Team brainstormed a few ideas surrounding why people are visiting Rakuten but aren’t booking their trips. We’d like to depict some of these ideas into paid social and display creatives by highlighting a few elements.
Targeting to acquire new customers & re-market to those already familiar with Rakuten but may not be aware of travel perks.
Position Rakuten as the go-to destination for travel perks and rewards before booking flights/hotels.
Drive members to book travel through Rakuten.
Primary Goal: Conversion, make the user take action: Install app/button, sign up and preferably FTB within 1-30 days.
Secondary Goal: Education, engagement, bringing value to the user.
Potential New Members (Primary Audience): Broad Audience, Interested in travel/hotels
Members who have signed up, installed button or app, but not yet FTB’d
Additional Insights/Context:
People are dreaming, but not booking because the global pandemic persists (different variants, safety concerns, etc.)
Top concern around health & safety for travel brands
FOMO/sense of urgency to book
Build trust/confidence with how travel is returning
People want to book “work-cations” vs. pure leisure travel
People don’t realize Rakuten offers travel perks/benefits
Cash Back rates aren’t that exciting
People are sticking to credit card points, loyalty programs; not thinking that you can stack CC points with Rakuten CB rates
Paid Social and Display assets leveraging the travel messaging and concepts. Leverage animation where possible.
Version 1: Earn Cash Back when you book your travel with Rakuten
Version 2: Stack credit card points & earn Cash Back at the same time
Potential Visual Ideas:
Beautiful travel destinations / sceneries
Aspirational