Combining national brand awareness with flexible local service and reservations was successfully managed by implementing AllTrips Solutions.
Budget-Yellowstone is a local affiliate for a national brand of car rental, servicing the western side of Yellowstone Park. Its fleet is comprised of late-model sedans and compact cars, SUVs and multi-passenger vans for guests who arrive by airline in West Yellowstone, or who decide to rent once in the destination. Many renters own or rent RVS and want the convenience of a touring vehicle without the need to have hauled it from their home.
The Hurdles to Overcome
Managing sales of the local fleet, in conjunction with the national system, creates challenges for both the guest and the affiliate. Renters who are loyal to the brand may prefer the national booking system, but its options for group size and flexibility are not as good as a local agent talking directly to the renter, creating a better fit for their needs. The optimal solution: offer local flexibility, national brand loyalty, and better personalized service.
Taking the time to understand the economics of direct booking guests (with the affiliate) vs. the corporate booking system, enabled AllTrips to recommend a website design and selling solution that offers better options to the renting guest while optimizing revenues for the affiliate. We combined responsive design, a custom-tailored reservation form and tracking analytics to help management develop the best system for their sales agents and guest convenience.
Budget-Yellowstone has grown direct website traffic this year by 26% and has steadily improved the rate of conversion per-lead request by 30%. This model is proving so well, management intends to clone the tools, processes, and strategy across its 3 sister affiliate markets.