Engagement & Retention project | Adani Digital Labs

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Engagement & Retention project | Adani Digital Labs

Adanione serves as a comprehensive resource for all of your travel requirements. By providing a user-friendly, comprehensive platform that is tailored to the diversified requirements of contemporary travelers, AdaniOne is dedicated to revolutionizing the travel experience.A journey is not the only aspect of travel; it is an experience. AdaniOne, please comprehend this. Adanione offers a diverse selection of packages to accommodate the specific needs of each customer, whether they are a budget-conscious explorer, a frequent business traveller, or an individual who plans an occasional vacation. Adanione's intuitive interface, competitive pricing, and extensive selection of flights and hotels guarantee that the booking process is as straightforward and pleasurable as possible.

Core Value Proposition

AdaniOne is committed to changing the way people book travel by providing a complete platform that meets all of travelers' needs. There are three main things that make up Adanione's core value proposition:

1) Convenience: Adanione provides a user experience that is both intuitive and user-friendly, enabling customers to effortlessly discover and book flights & Hotel on both mobile and web platforms.

2) Competitive pricing and exclusive deals: Adanione consistently provides exclusive deals, discounts, and promotions, ensuring that customers receive the most value for their money.

3) Loyalty program : Encouraging recurrent business and improving customer retention, Adanione provides reward and loyalty program. Customer can earn upto 5% reward points. Adanione has exclusive tie up with Yes bank for converting Yes Bank Points to Adani Reward Points.

Core Value Proposition for each Segment

Segmentation Criteria	Casual Users	Core Users	Power Users
Depth	Books flights/hotels infrequently, primarily for vacations	Books flights/hotels moderately, mixes leisure and business	Books flights/hotels frequently, often for business & leisure
Frequency	Once in 2-3 months	5-6 times a year	8+ times a year
Breadth	Uses the app mainly for basic bookings	Uses the app for bookings, managing itineraries, deals	Uses advanced features like loyalty, exclusive offers
Engagement	Low engagement with promotions or loyalty programs	Moderate engagement with promotions, occasional loyalty use	High engagement, actively seeks and uses promotions, high-tier loyalty
Booking Value	Prefers low-cost options	Mix of economy and premium options	Prefers premium flights, luxury hotels
Travel Planning	Last-minute bookings	Planned bookings a few weeks in advance	Well-planned bookings months in advance
Travel Purpose	Primarily leisure	Mix of leisure and business	Predominantly business with some leisure
Device Usage	Primarily mobile	Uses both mobile and desktop	Uses multiple devices, including tablets

How users experience the core value proposition of Adanione

By successfully booking a flight or a hotel or both on Adanione mobile apps and web multiple times a month/quarter/year to meet their travel needs and experience the CVPs of Adanione.

1 Convenience:

User Experience:
Intuitive Interface: Adanione offers a user-friendly, streamlined interface that enables users to effortlessly search for and reserve flights and hotels. The overall convenience is enhanced by the inclusion of features such as filters, categorizing options, and a seamless booking process.

Unified Platform: By consolidating the process of booking flights, hotels, cabs, and other travel-related services into a single location, users can eliminate the necessity of utilizing multiple applications or websites.

Real-Time Updates: Users are guaranteed to be informed of any changes, flight statuses, and booking confirmations in real time.

2 Competitive Pricing and Exclusive Deals

Price Comparison: Users can check prices from various flights and hotels using the app, which helps them find the best deal.

Exclusive Discounts: Users are informed of exclusive discounts and offers that are exclusively available on the AdaniOne app.

Promo Codes: The app offers extra savings through its regular promotions and the ability to utilize promo codes directly.

3 Loyalty Program

User Experience: Each reservation, regardless of whether it pertains to a flight & hotel, generates points for users. User can earn 1% of transaction value. These points can be accumulated and redeemed for future discounts.

The natural frequency of booking from Adanionr depends on its Casual, Core, and Power users. However, travel e-commerce has a natural frequency of 1-2 monthly bookings.

Best Engagement framework for Adanione

Traveler Type	Definition	Natural Frequency	Rationale
Frequent Traveler	Travels multiple times a year for business or leisure.	Daily to Weekly engagement	Frequent travelers use the app regularly to book flights and hotels for their frequent trips. They are likely to engage more frequently, especially during peak travel seasons and business travel periods.
Budget Traveler	Seeks cost-effective travel options and discounts.	Weekly to Monthly engagement	Budget travelers may use the app periodically to search for deals and book affordable flights and hotels for planned trips. Their engagement frequency can vary based on the availability of promotions and their travel planning cycles.
Occasional Traveler	Travels infrequently, usually for vacations or special occasions.	Monthly to Quarterly engagement	Occasional travelers use the app less frequently, typically when planning vacations or trips for special events. Their engagement is driven by the need to book flights and accommodations for specific travel dates.

Engagement Dimension	Engagement Framework	Key Tracking Metric	Selected Metric	Rationale
Frequency	Measures how often users book flights or hotels on the app	Daily Active Users (DAU) Weekly Active Users (WAU) Monthly Active Users (MAU)	DAU	Tracking DAU helps understand app stickiness and how often users find value in daily engagement.
Depth	Measures the level and quality of user interactions	Session Length Number of Actions per Session Conversion Rate	Number of Actions per Session	This metric provides insight into user engagement during sessions. More actions indicate deeper engagement and meaningful interactions.
Breadth	Measures the variety of features and services users interact with	Feature Usage Rate Cross-Category Engagement Loyalty Program Participation	Feature Usage Rate	Understanding which features are most utilized helps identify the areas of the app that drive the most engagement and value.

Engagement Dimension

Engagement Framework

Key Tracking Metric

Selected Metric

Rationale

Frequency

Measures how often users book flights or hotels on the app

Daily Active Users (DAU)

Weekly Active Users (WAU)

Monthly Active Users (MAU)

DAU

Tracking DAU helps understand app stickiness and how often users find value in daily engagement.

Depth

Measures the level and quality of user interactions

Session Length

Number of Actions per Session

Conversion Rate

Number of Actions per Session

This metric provides insight into user engagement during sessions. More actions indicate deeper engagement and meaningful interactions.

Breadth

Measures the variety of features and services users interact with

Feature Usage Rate

Cross-Category Engagement

Loyalty Program Participation

Feature Usage Rate

Understanding which features are most utilized helps identify the areas of the app that drive the most engagement and value.

Based on the above framework, have selected two options -

Depth = Frequency * time = 1 booking/month * 30 mins (session time)
Frequency = X times in Y time = 1 booking /month

What action makes a user an active user

Any individual who signs up, and book either a flight or a hotel, should be considered active. The user can again book a flight or a hotel the next month in case of frequent flyer. This user would be Monthly active user for the booking month two. So, the core action user is doing is Booking a flight or a hotel. This action makes a user active.

Key Metrics for Active User

We can consider two main active metrics:

1. Users who have visited the app atleast once a month

2. Users who have successfully booked at least 1 flight or hotel in last 6 months.

Daily Active Users (DAU)

An individual who books flight & hotel within a day is classified as an active user:

App Launch: Accesses the AdaniOne application.
Search Activity: Performs a search for hotels, or flights.
Bookings: Finalizes a reservation for a flight or hotel.
Clicks on a text notification or email from AdaniOne to engage with notifications.
Reviews and Ratings: Composes a review or assigns a rating to a hotel.

Loyalty Program: Verifies their loyalty points or redeems a reward.

Weekly Active Users (WAU)

An active user within a week can be defined similarly but with a broader scope to capture weekly engagement:

Multiple Searches: Conducts searches for travel options on multiple days within the week.

Multiple Bookings: Completes one or more bookings within the week.

Customer Support Interactions: Contacts customer support for inquiries or issues.

Monthly Active Users (MAU)

For monthly active users, the criteria can encompass a range of engagement activities over a month:

Recurring inquiries: Performs inquiries for flights, hotels, or bundles within a given month.
Frequent Bookings: Conducts at least one reservation a month.
Loyalty Engagement: Demonstrates active participation in the loyalty program by accumulating or redeeming points.

User segmentation

ICP Deep Dive

Attribute	Frequent Traveler	Budget Traveler	Occasional Traveler	Luxury Traveler	Group Traveler
Age Group	26-45	18-35	25-50	35-60	30-50
Occupation	Professionals, Business Executives	Students, Young Professionals	Professionals, Families	High-net-worth individuals, Executives	Families, Friends, Corporate Teams
Booking Frequency	Weekly to Monthly	Occasionally, around holidays and vacation times	Few times a year	Monthly to Quarterly	Few times a year
Type of Travel	Business and Leisure	Leisure, Backpacking	Leisure, Family vacations	Leisure, Business	Leisure, Corporate retreats
Preferred Booking Time	Often last-minute, but can also plan ahead	Early planners to secure lower prices	Plans ahead for holidays and special occasions	Plans ahead, but open to spontaneous trips	Plans well in advance
Preferred Accommodation Type	Luxury hotels, Business hotels	Budget hotels, Hostels, Vacation rentals	Mid-range hotels, Vacation rentals	Luxury hotels, Resorts	Vacation rentals, Hotels with family/group amenities
Preferred Flight Class	Business, First Class	Economy	Economy, Premium Economy	First Class, Business	Economy, Premium Economy
Average Spending	High	Low to Medium	Medium	Very High	Medium to High
Payment Method	Credit Card, Corporate Accounts	Debit Card, Mobile Payments, PayPal	Credit Card, Debit Card	Credit Card	Credit Card, Corporate Accounts
Booking Channel	Mobile app, Corporate travel platforms	Mobile app, Travel deal websites	Mobile app, Website	Travel agents, Concierge services	Travel agents, Group booking platforms
App Usage Frequency	Daily to Weekly	Occasionally	Occasionally	Occasionally	Occasionally

Segmentation Criteria	Segment	Characteristics
Demographic	Young Adults (18-25)	Budget-conscious, adventure seekers, tech-savvy, prefer mobile booking.
	Adults (26-40)	Mix of business and leisure travel, moderate to high spending, early planners.
	Middle-aged (41-60)	Family-oriented, prefer comfort and convenience, moderate spending.
	Seniors (60+)	Leisure travel, preference for guided tours and packages, less tech-savvy.
	Low-income	Budget travel, prefer deals and discounts, cost-sensitive.
	Middle-income	Balanced spending, prefer value for money, mix of budget and premium services.
	High-income	Luxury travel, high spending, preference for premium services and exclusivity.
	Students	Budget travel, last-minute bookings, adventure and experience-oriented.
	Professionals	Frequent business and leisure travel, tech-savvy, value convenience.
	Business Owners	High frequency travel, preference for business services and premium offerings.
	Retirees	Leisure travel, prefer comfort and ease, less tech-savvy.
Geographic	Domestic (within India)	Prefer local destinations, mix of budget and premium travel.
	International	Preference for global destinations, higher spending on travel.
	Urban	Frequent travel, tech-savvy, prefer convenience and quick services.
	Rural	Infrequent travel, budget-conscious, prefer value for money.
Behavioral	Frequent Travelers	Travel multiple times a year, loyalty program members, high engagement.
	Occasional Travelers	Travel a few times a year, moderate engagement, mix of business and leisure travel.
	Rare Travelers	Travel once a year or less, low engagement, primarily leisure travel.
	Last-minute Bookers	Prefer spontaneous travel, look for last-minute deals and offers.
	Early Planners	Plan trips well in advance, prefer organized and scheduled travel.
	Business Travel	Travel primarily for work, prefer business class, premium services, loyalty program benefits.
	Leisure Travel	Travel for vacation and leisure, prefer deals and packages, family-oriented.
	Family Vacations	Travel with family, prefer comfort, convenience, and family-friendly options.
	Adventure Travel	Seek adventure activities, prefer offbeat destinations, budget-conscious.
	Pilgrimage Travel	Travel for religious purposes, prefer organized tours, value comfort and safety.
	Loyal Customers	Frequent users, high engagement, actively use loyalty programs and offers.
	Casual Users	Infrequent users, low engagement, primarily use for occasional trips.
Psychographic	Luxury Travelers	High spending, prefer premium and exclusive services, value comfort and convenience.
	Budget Travelers	Cost-sensitive, prefer deals and discounts, value for money.
	Eco-conscious Travelers	Prefer sustainable travel options, environmentally conscious, willing to pay a premium for green services.
	Adventure Enthusiasts	Seek adventure and unique experiences, prefer offbeat destinations, budget-conscious.
	Culture and History Buffs	Interested in cultural and historical sites, prefer guided tours, moderate spending.
	Beach Lovers	Prefer beach destinations, value relaxation and luxury, willing to spend on premium services.
	Nature and Wildlife Enthusiasts	Interested in nature and wildlife, prefer eco-tours and sustainable options, budget to moderate spending.
Technographic	Mobile Users	Prefer using mobile devices for booking, tech-savvy, value convenience and speed.
	Desktop Users	Prefer desktop for detailed planning, may be less tech-savvy, value detailed information and control.
	Tablet Users	Prefer tablet for flexibility, balanced tech-savviness, value convenience and ease of use.
	Tech-Savvy Users	Comfortable with using technology, prefer apps and online platforms, value innovative features.
	Non-Tech-Savvy Users	Prefer traditional booking methods, may need more support and guidance, value simplicity.
Transactional	High Spenders	Spend significantly on travel, prefer premium services, high engagement with loyalty programs.
	Moderate Spenders	Balanced spending, value for money, mix of budget and premium services.
	Low Spenders	Spend minimally on travel, prefer budget options and deals.
	Flight Bookers	Primarily book flights, value speed and convenience.
	Hotel Bookers	Primarily book hotels, value comfort and amenities.
	Package Bookers	Prefer holiday packages, value organized and hassle-free travel.

As per the data on Similarweb, 30.34% of Adanione users falls in the age group of 25-34, with 72.56% Male and 27.44% Females.

Screenshot 2024-06-22 054114.png

Advanced Segmentation

Parameters	Hibernating	In-Danger	Needs Attention	Loyalist	Champion
Recency	120 Days	90 Days	60 Days	30 Days	10 Days
Frequency	0-1	2-Jan	3-Jan	6-Apr	7+
Revenue Generated (% Split)	5%	10%	20%	35%	30%
Frequency of Other Features Used / Month	0-1	0-1	0-2	2-4	4+
Depth of Engagement (Avg. Session Time)	5-8 mins	5-10 mins	6-12 mins	10-20 mins	>20 mins
Key Action Score (Based on No. of Actions Done)	1-2	1-3	2-4	3-5	5+
Breadth of Engagement (Top Features)	Complete checkout	Leverage search	Visit/Click offers	Rate, review products, Use loyalty program	Contact customer support
Breadth of Engagement (Top Categories)	Flights: budget Hotels: budget	Flights: budget, economy Hotels: budget, economy	Flights: economy, premium Hotels: economy, premium, boutique	Flights: premium, business Hotels: premium, business, boutique, resort	Flights: business, first class Hotels: luxury, boutique, resort, all-inclusive
User Type	Casual	Casual	Core	Power	Power

Engagement Campaigns

Engagement Dimension	Engagement Framework	Key Tracking Metric	Selected Metric	Rationale
Frequency	Measures how often users book flights or hotels on the app	Daily Active Users (DAU) Weekly Active Users (WAU) Monthly Active Users (MAU)	DAU	Tracking DAU helps understand app stickiness and how often users find value in daily engagement.
Depth	Measures the level and quality of user interactions	Session Length Number of Actions per Session Conversion Rate	Number of Actions per Session	This metric provides insight into user engagement during sessions. More actions indicate deeper engagement and meaningful interactions.
Breadth	Measures the variety of features and services users interact with	Feature Usage Rate Cross-Category Engagement Loyalty Program Participation	Feature Usage Rate	Understanding which features are most utilized helps identify the areas of the app that drive the most engagement and value.

Based on the above framework, have selected two options -

Depth = Frequency * time = 1 booking/month * 30 mins (session time) (Commitment Building)
Frequency = X times in Y time = 1 booking /month (Habit Building)

The engagement strategy should priorities the depth of engagement and frequency in order to increase conversion and frequency. The user's exploration of the platform increases as they spend more time on it. This results in a more effective recommendation algorithm and improved personalization.

User Segment

Casual Frequency

Core Frequency

Core Breadth

Core Depth

Power Depth/Breadth

ICP match

Frequent Traveler

Budget Traveler

Occasional Traveler

Luxury Traveler

Group Traveler

Major Pain Points

Lack of engagement, unaware of new offers, needs incentive to return

Sensitive to price, looks for budget-friendly options

Needs variety and value for money, interested in occasional deals

Seeks exclusive and premium options, willing to spend more for luxury

Prefers group deals, seeks value for group bookings, looks for comprehensive packages

How Adanione solves pain point with CVP

Personalized offers and direct discounts to encourage bookings

Attractive budget-friendly deals, seasonal discounts to fit their budget

Variety of offers on multiple categories to increase engagement

Exclusive luxury deals, personalized premium offers, high-value loyalty benefits

Group deals and comprehensive packages that offer value and convenience for group travelers

Goal

Increase engagement by offering personalized incentives to return to the app

Boost retention with budget-friendly deals and seasonal discounts

Enhance user experience with varied offers across multiple categories

Maintain high engagement by offering exclusive luxury deals and high-value loyalty benefits

Expand user base by offering group deals and comprehensive packages

Pitch

Adanione offers personalized discounts to keep you coming back, ensuring you never miss out on the best deals.

Adanione provides the best budget-friendly deals and seasonal discounts, making your travels affordable and enjoyable.

Adanione gives you a variety of offers across multiple categories, ensuring you get the best value for your occasional travels.

Adanione provides exclusive luxury deals and personalized premium offers, ensuring you travel in style and comfort.

Adanione offers comprehensive group packages that provide value and convenience, making group travels seamless and enjoyable.

Channel

Email, Push Notifications

Social Media, Email, Push Notifications

In-app Notifications, Email

Exclusive Email Offers, Direct Mail

Social Media, Group Travel Forums

Offer

Personalized discount codes, Early bird offers

Flash sales, Budget travel packages

Cross-category discounts, Limited-time deals

Premium membership perks, Luxury package deals

Group discounts, Combo packages

Why this campaign

To re-engage users with tailored offers that match their travel patterns and preferences

To attract price-sensitive users and keep them coming back for affordable travel options

To provide variety and value, catering to their need for occasional and diverse travel deals

To cater to high-spending users by offering exclusive and luxurious options, enhancing loyalty

To attract and retain group travelers by offering comprehensive and value-driven packages

Frequency

Weekly

Monthly

Bi-monthly

Quarterly

Timing

Weekends, Holidays

Month-end

Peak travel seasons, Special events

Holiday seasons, Long weekends

Holiday seasons, Peak travel seasons

Success Metrics

Open rates, Click-through rates, Conversion rates

Retention rates, Repeat bookings

Customer satisfaction, Repeat bookings

Engagement rates, Conversion rates

Group booking rates, Customer satisfaction

Other metrics to track

App usage frequency, Offer redemption rates

Average spend per user, Redemption rates

Customer feedback, High-value booking frequency

Category engagement rates, Offer redemption rates

Group size, Group travel frequency

Product hook

User Segment	Trigger Type	Trigger	Action	Reward	Investment
Casual Frequency	External	Personalized email with exclusive travel discounts	Open the email and click on the offer link	Access to special deals and discounts on frequent travel destinations	Provide feedback on the offer and save preferences for future deals
Core Frequency	External	Push notification about a flash sale on budget travel packages	Click on the notification to view the sale details	Secure a highly discounted travel package	Share the deal on social media to unlock additional discounts
Core Breadth	External	In-app notification about limited-time cross-category discounts	Explore the app to see the various offers available	Avail the best value deals across multiple categories	Rate the deals and share travel experiences in the app community
Core Depth	External	Exclusive email offer for luxury travel package with premium perks	Open the email and view the luxury travel options	Book a premium travel experience with exclusive benefits	Complete a post-trip survey and participate in loyalty programs
Power Depth/Breadth	External	Social media post or group travel forum announcement about new group travel packages	Click on the link to view detailed group travel packages	Book a comprehensive package that offers convenience and value for the entire group	Share the package details with the group members and provide collective feedback post-travel

Retention

What is Adanione's current retention rate in terms of users?

As of June 2024, Adanione has user base of 16.92M.

It has covered 2,000 cities via hotels.

Adanione has 4.77Lac active

Adanione has 16.92 mn registered users

It has 4.77Lac lifetime transacted users.

Retention rate is 3%

Which ICPs drive the best retention

The Core and Power users are the most effective at retaining users. They derive the greatest value from the app/web and, as a result, continue to place orders.
The most effective retention is achieved by the power users of each of the three categories, as determined by their flight and hotel bookings frequencies.

What channels drive the best retention

Organic: Adanione has a substantial number of users who return to the application through organic means.
Email campaigns are more effective with a high-value, tech-savvy user segment. These users are employed in high-profile positions and utilize their laptops on a more frequent basis.
Display advertisements also serve as an incentive for users to utilize the application.
Social Media Ads: Users priorities receiving notifications regarding sales or campaigns on social media platforms, according to my observations from user interviews.
Regular engagement with the user is fostered by push notifications.

Screenshot 2024-06-22 060020.png

Features/Sub Features driving most retention

Feature	Retention Impact	Comments
Personalized Discounts	High	Personalized offers keep users engaged and coming back for exclusive deals tailored to their preferences.
Flash Sales	Medium	Limited-time sales create urgency and encourage frequent app visits to not miss out on deals.
Loyalty Programs	High	Rewards and perks for repeat bookings build long-term customer loyalty.
In-app Notifications	Medium	Real-time alerts about deals and offers ensure users stay informed and engaged.
Cross-category Discounts	Medium	Offers across various categories increase app usage and customer satisfaction.
Seasonal Discounts	Medium	Seasonal offers align with user travel patterns and encourage repeated use.
Social Media Integration	Low	Sharing deals and travel experiences on social media helps in organic user acquisition.
Comprehensive Group Packages	High	Value-driven packages for groups attract and retain users planning group travels.
Early Bird Offers	Medium	Early access to deals encourages users to book in advance and often.
Direct Mail Campaigns	Low	Targeted mail campaigns keep users informed but have lower engagement compared to digital notifications.
User Feedback and Surveys	Medium	Collecting and acting on user feedback improves user experience and retention.
Exclusive Luxury Deals	High	Premium deals for luxury travelers ensure high-spending users remain engaged and loyal.
Group Travel Forums	Low	Forums facilitate community building but have less direct impact on individual retention.

Churn

Churned users are travelers who were previously active (i.e., they have already scheduled and completed a flight or hotel transaction in the past) but have not reserved travel on the app in the past 12 months.

There can be various reasons for users to leave the app. Some of them are identified here:

Churn Type	Reason	Description
Voluntary Churn	Lack of Engagement	Users lose interest due to infrequent use or lack of compelling content.
	Price Sensitivity	Users find the service too expensive compared to competitors.
	Dissatisfaction with Offers	Users feel the deals and offers are not attractive or relevant to their needs.
	Preference for Competitors	Users switch to competitors offering better deals, features, or user experience.
	Poor Customer Service	Users leave due to unsatisfactory customer support or unresolved issues.
	Insufficient Value	Users do not perceive enough value in the service to justify continued use or investment.
	User Experience Issues	Users face difficulties navigating the app or find it not user-friendly.
Involuntary Churn	Opted for an Agent	Users choose to book through a travel agent instead of using the platform.
	Stopped Traveling	Users stop traveling due to personal reasons, reducing their need for the service.
	UX Cluttered	Users find the user interface too cluttered or difficult to navigate, leading to frustration and abandonment.
	Death / Major Illness	Users can no longer travel or use the service due to severe health issues or death.
	Bank Credit Card / Debit Card Not Valid for Offer	Users' payment methods are not accepted for certain offers, leading to failed transactions.
	Inability to Update Payment Information	Users face issues updating their payment information, resulting in failed renewals or transactions.

Negative Action Indicated by Churning User

Negative Action	Description
Decreased Engagement	Users spending less time on the app, reduced session lengths, and fewer interactions.
Reduced Frequency of Use	Users logging in less frequently, such as moving from daily to weekly or monthly usage.
Unsubscribing from Notifications	Users opting out of promotional emails, push notifications, and SMS alerts.
Negative Feedback	Increase in negative reviews, complaints, or low ratings on the app or customer service platforms.
Increased Cart Abandonment	Higher rates of users adding items to the cart but not completing the purchase.
Lower Spend	Decline in average transaction value and frequency of transactions over time.
Uninstalling the App	Users removing the app from their devices.
Switching to Competitors	Noticing users engaging with competitor apps or platforms.
Reduced Use of Core Features	Less use of key features such as booking flights, hotels, or using loyalty programs.
High Customer Support Contact Rate	Frequent and unresolved issues leading to multiple contacts with customer support.
Inactive Loyalty Program Participation	Users not redeeming points or engaging with loyalty program benefits.

Resurrection Campaigns

Goal	Campaign Description
Increase Repeat Purchase	Campaign: Offer exclusive discounts and personalized deals to previous customers to encourage repeat bookings. Tactics:Email and push notifications highlighting special offers tailored to past purchase behavior.
Increase App Engagement and Reduce Churn Among Price-Sensitive Audience	Campaign: Launch flash sales and budget travel packages. Tactics:Promote via social media, email, and push notifications, emphasizing limited-time offers and deep discounts to attract price-sensitive users.
Increase Customer Satisfaction and Reduce Negative Reviews	Campaign: Implement a feedback and resolution program. Tactics:Send surveys after bookings, offer incentives for feedback, and provide swift resolutions for any issues raised to improve customer experience.
Increase Satisfaction Among Users Who Have Experienced Delayed Deliveries	Campaign: Provide compensation and apologies for delays. Tactics:Email and push notifications offering discounts, loyalty points, or complimentary services to users affected by delayed deliveries to restore satisfaction.
Reduce Churn Among New Users and Drive Early Engagement	Campaign: Onboarding program with welcome offers. Tactics:Use email and in-app notifications to guide new users through the app features, offer welcome discounts, and highlight benefits of regular use to build engagement.