Evolvement of Ancillary hub

From generic offers to personalised

BACKGROUND

Ancillary hub is a centralised place where customer has an overview of all the extra options — ancillaries. There are 3 customer journey phases where users land on ancillary hub:

1. During booking a ticket
2. In the trip overview
3. In the check-in flow

RESULTS

Broaden ancillary portfolio, set users' expectations, improve purchase experience, increase average order value, increase click through rate

More ancillaries,
Add details of ancillary state,
Promotional copy

Phase 1

Emphasise on main ancillaries,
Introducing Illustrations

Phase 2

Illustrations for all ancillaries,
Add 'from' prices

Phase 3

Emphasise on next best offer,
Introduce user needs to the prediction algorithm

Phase 4

Prediction algorithm

Type haul, duration, period, time, passenger composition, tier levels

History of searches and bought products

Map each trip characteristic with an ancillary need

Operational limitations, business promotions

Trip characteristics

Historical data

User needs

Exceptions + business rules