Challenge
ExxonMobil wanted to optimize four aspects of traveler booking behavior: online booking adoption, lowest logical fare acceptance, advance ticket purchasing and preferred hotel utilization. They needed a creative strategy to communicate these four practices that would inspire and empower travelers to make booking decisions aligned with the company’s expectations.
Approach
Advito helped ExxonMobil develop an omnichannel campaign entitled “Do the Math” to engage employees across the four key practices. This included:
- Engaging video content aimed at educating employees on how to make the best travel decisions for the company and the benefits of doing so
- Articles and images prominently displayed on the company’s intranet
- Banner images and articles placed within the designated booking tool to influence traveler behavior during the booking process
- Monthly emails sent to managers to gain visibility into the previous month’s trip stats within their team
- Travel dashboards that display booking performance for each traveler and department across the four key areas, accessible by travelers and their managers
- Equipping agents to guide traveler requests to ensure bookings were aligned with expectations.
Results
saved within just nine months
global preferred hotel utilization
increase in online adoption
In nine months, ExxonMobil achieved savings of $1.3M. They also saw a 10% increase in online adoption which reached 64%, up from 54% the previous year. With a specific focus on hotel bookings, ExxonMobil has steadily achieved 88% preferred hotel utilization globally.
To continue working towards their goals, ExxonMobil is working closely with Advito using the campaign engagement statistics to refine their strategy with additional campaign strategies in the coming year.
By implementing an omnichannel communication campaign, ExxonMobil:
- Achieved savings of $1.3M within just nine months of launching the campaign
- Boosted online adoption by 10%, reaching over 60% for the first time in 5+ years
- Achieved 88% preferred hotel utilization globally
