Xelsion

austrian-airlines-logoFounded in 1957, Austrian Airlines is the flag-carrier airline of Austria. It flies to over 130 destinations, with a focus on Eastern Europe and the Middle East. In 2000 the airline became a member of the Star Alliance, the world’s first and largest global airline alliance.

Challenges

Austrian’s website is available in 55 different languages and 41 different currencies with varying landing page content according to a user’s location. The challenge lies in delivering appropriate creative with the correct language, currency and destination specific message, matched to the appropriate landing page content, to users according to their behaviour.

Xelsion approach

  • Analysis of Austrian.com site using Google Analytics and human observation
  • Geo-targeting to main destination cities and surrounding regions as traffic from these areas represents the majority of tickets sold
  • Browser language targeting – i.e. users with browser language set to GER but living in the US
  • Remarketing to Austrian.com users based on flight search behaviour including destination, ticket type, frequency and quantity to encourage users through initial and repeat purchases
  • Seasonal offers and promotions incorporated into creative
  • Use of relevant third party audience segments via look-a-like modelling.

Results

Between June 2011 and February 2013, sales revenue attributable to Xelsion activity totalled £1.8m, at a cost to Austrian of £27k. This represents ROAS to Austrian of 65x. From 412 sales in month 1, Xelsion generated 2,000 sales in month 6 with an accelerating growth rate. The work and relationship is ongoing.

Visit the Austrain Airlines website