June 23, 2023

Creating a Seamless Login Experience for the Customer

Nick Armstrong

The Rocket Travel by Agoda team utilizes a SSO (single-sign-on) feature that allows us to integrate with our partner’s customer identity and login experience, securely and seamlessly. SSO allows a user to navigate from partner webpages to our proprietary travel portal with minimal aesthetic differences. This feature removes the need for users to create a new username and password or create an entirely new profile for the loyalty travel platform when they already have credentials for the core loyalty program.

Technical approach to partner integration

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Part of our mission is to offer technology and marketing solutions for some of the largest consumer travel brands in the world. We build unique partner-branded travel sites and offer strategies that focus on maximizing rewards, delivering value, and building customer loyalty for our partners. In supporting our partners, we aim to provide their customers with an optimal travel booking experience to maintain brand loyalty. Part of that experience is usability by way of SSO. There are many universal similarities in production and execution for SSO technology, but each partner integration will have differences. Our goal for SSO technology, as well as other API services, is to match the partner's needs and service flows to make the integration as smooth as possible.

Our technical approach to partner integration is to collaborate and evaluate their current SSO setup, review the design and verify the technical approach before building a system to match. We have implemented SSO for many of our existing partners such as American Airlines, Emirates, Alaska, Lifemiles, Nectar, Virgin Australia, Enrich, Eva, and ConnectMiles.

Adapting to find solutions that are unique

The unique nature of SSO integration for each partner continues to surprise us. Common practices and industry standards exist for SSO, but with each integration come nuances that present new challenges.

SSO is a central functionality for many of our partners. They may have integrations with other organizations, but a standardized SSO approach enables them to securely communicate customer identity and access across those partners. It is imperative for Rocket Travel by Agoda to be well versed in multiple technological integrations so we can adapt to partners’ specific SSO implementations. This enables us to provide their customers with a seamless booking experience using their white-label solution.

Rocket Travel by Agoda takes pride in meeting our partners' needs in terms of SSO and API capabilities. It is our role as a partner-centric company to find technological solutions that provide a seamless travel booking experience. If you are interested in offering a seamless login experience for your customers, connect with us to learn more about how we can implement a SSO solution for your travel booking platform.

In-depth consumer journeys drive engagement throughout every phase of the customer lifecycle. A robust suite of transactional emails ensure customers have all the information needed at their fingertips from booking, to check-in, and post-trip. Dynamic cross-sell strategies allow us to drive high attach rates with other travel products offered by our partners, generating incremental bookings and boosting the value of each trip, and abandoned search and welcome series ensures customers understand the value of our partners’ travel platforms and stay loyal to our partners’ brands.

Personalized content leveraged throughout our emails, delivering a unique experience for the consumer. Our personalized email communications ensure each customer has all the information they need throughout their travels, easy ways to contact our customer loyalty team for assistance, and suggest travel destinations based on their personal travel preferences. This adds a level of convenience to the consumer experience and drives engagement with our partners’ brands.

Utilizing AI is quickly becoming a cornerstone of email marketing. Using artificial intelligence allows our marketing teams to quickly drive innovation through A/B experimentation. In testing, we have found it to be very effective at driving results and are developing new ways to leverage this emerging technology as email marketing services continue to expand.

Segmenting audiences based on previous engagement data to deliver new messages to the customer and drive continued engagement with our white label platforms.

Robust reporting enables us to continually optimize the performance of our campaigns, and keep partners informed of success and areas of opportunity at every phase of a partnership.

About the author

Nick Armstrong is the Vice President of Product at Rocket Travel by Agoda. With more than ten years of experience in travel technology, he leads the team of engineers responsible for prioritizing platform enhancements to drive growth to Rocket Travel by Agoda and our partners.