What day of the week is it again? With so many of us staying
home because of the pandemic, it can be hard to keep track. A change of scenery
to a tropical destination, a winter wonderland or a temperate weekend getaway
sounds pretty nice right about now.
Quarantine has given all of us a bit of cabin fever.
Families are dreaming about their next big trip and many are looking to plan a
safe, stress-free getaway sooner rather than later - everyone needs an escape
from time-to-time, after all.
This was the challenge Vrbo came to Wyng with. The most
popular vacation rental site in the United States wanted to keep its customers
engaged and safe if they traveled during the pandemic. Enter the new Vrbo Vacay
Finder, a microexperience built on the Wyng Platform that provides
individualized vacation destination recommendations based on a traveler’s
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Unlike first-party and third-party
data, Wyng’s platform uses zero party data (ZPD), which is consent-based
personal context data that customers intentionally and proactively share with a
brand they trust.
“People want to be thinking about their next family getaway
and have something to look forward to,” says Lucy Higson, customer marketing strategist
“We wanted to find a creative way to engage travelers and provide
personalized recommendations for their next travel destinations.”
Here's how it was done.
Vacay ideas for everyone’s needs
The Vrbo Vacay Finder has a lot going on “under the hood” -
let’s take a look. The single-page quiz starts with a series of four questions
to gather personal travel preferences:
- Regional location within the U.S.
- The desired season for your family to travel
- Type of destination: city, beach, etc.
- The ideal level of activity for your family
The experience features unique answer displays, including
both images and text to highlight answer choices. For example, the quiz starts
with a map graphic of the U.S., with the names of each region overlaid on top.
The visual aesthetic makes answering the questions less of a chore and more
like a game.
By asking these quick questions, Vrbo understands each
customer's unique travel preferences and interests. This zero-party data
enables the brand to provide highly-relevant, individualized trip
recommendations both in the moment and in future interactions.
After finishing the quiz, users are asked to provide their
names and email addresses and opt-in to receive marketing email messages from
the brand. The footer beneath the form is clear and easy to understand, and it
Lastly, the results page outlines a user’s personalized
destination recommendations based on how they answered the quiz questions. They
can share their outcome with friends and family via Facebook, Twitter, or
The result page also includes a dynamic “Trip Board” section
that allows for friends and family to collaborate to create a vacation
itinerary together. The Wyng experience links out to the Vrbo website, so users
can finalize their travel plans and begin booking their trip.
Lower on the results page, there is a gallery that contains
all possible destination results. This allows users to explore other
destinations without having to retake the quiz. Users can select filters or
click on destination images for more vacation idea inspiration. The clickable
tags facilitate a continuous journey of discovering more local vacation
opportunities. This unique section proved powerful, as the results showed that,
on average, users explored two additional vacation experiences before leaving
Impact and the future
So far, the Vrbo Vacay Finder has resonated with would-be
travelers during the pandemic. Nearly 80,000 people took the quiz in the first
Part of the reason for this has to do with the design of the
solution - it’s simple, clean, visual and has auto-scroll functionality as
each question is answered.
The key to a successful quiz strategy is to continue to
optimize, learn from the data, adjust to evolving restrictions and adapt to the
ever-changing digital consumer. By partnering with Wyng, brands like Vrbo can continuously
update quizzes by asking new questions, allowing the brands to get to know
their consumers better and provide them with the best possible experiences at
About the author...
Wendell Lansford is co-founder of Wyng