Going growth playbook

Pass the destination with every signup from a /flights page (signup?dest=PAR&src=flights-to), return the new member to that destination after signup, and store it as a Braze attribute. Start a destination welcome series: day 0 shows the page's own numbers (cheapest deal, average saving, best month); day 2 says plainly that Limited covers only continental US deals and offers a Premium trial "to get the next Paris deal"; when a deal to that destination goes out, Limited members get a "you missed this one" note with the price. Add a "Watch Paris deals" button that pre-fills the Watchlist for Premium sign-ups.

A sign-up that remembers why the visitor came converts better than a generic welcome, and the Limited plan's own limits give an honest, specific reason to upgrade on day 2 instead of a generic discount.

[ ] /signup?dest=<code>&src=flights-to on all six buttons
[ ] Return to the destination page after signup
[ ] Braze attribute: first_destination
[ ] Day 0: the page's cheapest deal, average saving, best month
[ ] Day 2: what Limited covers, Premium trial for this destination
[ ] Missed-deal note when a deal to it is sent to Premium
[ ] Watchlist pre-filled for Premium sign-ups
[ ] Report upgrade rate by destination page

• International intent is mostly aspirational

  Measure by destination type and keep the generic welcome for low-intent pages.

• The day-2 message feels pushy

  Lead with the deal data and keep the plan limit as a plain fact.

• Your websiteDestination pages (1,824 /flights URLs in the sitemap), e.g. Flights to Paris: "Cheapest Going deal $230", "Average price roundtrip $880.53", "Average Going deal price roundtrip $558.34", members "save approximately 37%", "Best month to fly ... November". All six calls to action ("Get Going", "Try Going Premium today") link to the same plain /signup with no destination attached, and the only structured data is a breadcrumb list. Signing up from there returns the visitor to the homepage, not the page they came from.Source
• HiringDirector, Lifecycle Marketing (remote, posted October 19, 2026, reporting to the VP, Marketing): owns "the member lifecycle for our 2M+ monthly active members across email, push, in-app, and web - from onboarding through winback", is "the senior owner of our Braze CRM", builds "a consolidated view of lifecycle performance" and a "prioritized lifecycle roadmap and experimentation plan", and improves "activation, adoption, engagement, retention, and LTV" for "the Going mobile app, website, and new-to-market product value", applying AI "to all relevant automated journeys". Salary $175,000-$200,000.Source
• Your websitePlans (on /premium, /elite and /how-it-works): Limited "$0/mo", "a sample" of "continental US deals"; Premium "$4.08/mo, Billed annually at $49", all domestic and international economy deals plus "custom destination alerts" (the Watchlist); Elite "$16.58/mo, Billed annually at $199" adding premium economy, business and first class. The comparison table lists Price Drop, Points and miles deals and "Price alerts for your next trip".Source
• Your websiteHow it works FAQ: Limited members get "a small sample selection of economy deals to continental US destinations, excluding Hawaii, Alaska, and US territories"; "Premium members save an average of $550 on each international flight and $200 per domestic ticket", while the Premium page and homepage say $500. Alerts go to "over 180 airports in the US" for "over 900 destinations"; deals are "bookable 1-12 months in advance".Source

Once a month, send each Limited member a short note: "Last month Premium members from your airport got 14 deals you didn't, including Lisbon for $412." Show three examples with the saving against the average fare and a trial button. Suppress it for members who opened nothing in 90 days.

A concrete, local count of missed deals is a stronger upgrade argument than a feature table, and it reuses deal data Going already has.

• Small airports have few missed deals

  Use the nearest large airport the member also chose, or skip the month.

• Your websitePlans (on /premium, /elite and /how-it-works): Limited "$0/mo", "a sample" of "continental US deals"; Premium "$4.08/mo, Billed annually at $49", all domestic and international economy deals plus "custom destination alerts" (the Watchlist); Elite "$16.58/mo, Billed annually at $199" adding premium economy, business and first class. The comparison table lists Price Drop, Points and miles deals and "Price alerts for your next trip".Source
• Your websiteHow it works FAQ: Limited members get "a small sample selection of economy deals to continental US destinations, excluding Hawaii, Alaska, and US territories"; "Premium members save an average of $550 on each international flight and $200 per domestic ticket", while the Premium page and homepage say $500. Alerts go to "over 180 airports in the US" for "over 900 destinations"; deals are "bookable 1-12 months in advance".Source
• HiringDirector, Lifecycle Marketing (remote, posted October 19, 2026, reporting to the VP, Marketing): owns "the member lifecycle for our 2M+ monthly active members across email, push, in-app, and web - from onboarding through winback", is "the senior owner of our Braze CRM", builds "a consolidated view of lifecycle performance" and a "prioritized lifecycle roadmap and experimentation plan", and improves "activation, adoption, engagement, retention, and LTV" for "the Going mobile app, website, and new-to-market product value", applying AI "to all relevant automated journeys". Salary $175,000-$200,000.Source
• Your websiteDestination pages (1,824 /flights URLs in the sitemap), e.g. Flights to Paris: "Cheapest Going deal $230", "Average price roundtrip $880.53", "Average Going deal price roundtrip $558.34", members "save approximately 37%", "Best month to fly ... November". All six calls to action ("Get Going", "Try Going Premium today") link to the same plain /signup with no destination attached, and the only structured data is a breadcrumb list. Signing up from there returns the visitor to the homepage, not the page they came from.Source

Trigger a Braze journey on booking-link clicks: 24 hours later, "Booked it? Add it to Price Drop and we'll keep watching." Pre-fill the route and dates from the deal. Link /pricedrop from the homepage, the Premium page and the app, and add it to the sitemap.

Each booking click becomes a reason to stay a member after the trip is bought, the period when renewals are usually lost.

• Many clicks are not bookings

  Ask "Booked it?" and keep the message short.

• Press releaseGoing launched Price Drop on September 23, 2026: it watches "already-booked flights" (round-trip cash fares on one airline, excluding low-cost carriers), alerts when the fare drops at least 10%, and members who found a lower fare "saved around $150 per ticket", "typically issued as airline credit toward a future flight". Free for Premium and Elite, up to five flights. It builds on Trips (2025), which tells members whether to book now or wait. "95% of our members worry about the timing of their purchase." Going "has helped 10 million members ... since 2015".Source
• Your websiteThe /pricedrop page ("Save $150 per flight on average"; quotes such as "Got $245 trip credit") is not in the sitemap and is not linked from the homepage or the Premium page; it supports "only ... roundtrip cash fares" for now.Source
• HiringDirector, Lifecycle Marketing (remote, posted October 19, 2026, reporting to the VP, Marketing): owns "the member lifecycle for our 2M+ monthly active members across email, push, in-app, and web - from onboarding through winback", is "the senior owner of our Braze CRM", builds "a consolidated view of lifecycle performance" and a "prioritized lifecycle roadmap and experimentation plan", and improves "activation, adoption, engagement, retention, and LTV" for "the Going mobile app, website, and new-to-market product value", applying AI "to all relevant automated journeys". Salary $175,000-$200,000.Source
• Your websiteHomepage: hero "Save up to 90% on flights. Plan trips. Get alerts. Fly for less."; meta description "the flight deal membership 2M+ travelers use to never overpay ... Members save an average of $500 on international flights. Join free." The testimonial carousel is older stories: trips "prior to Covid", flights canceled "in 2020", "St. Patrick's Day 2019", and two that still credit "SCF", the pre-2023 brand. Neither Price Drop nor the referral reward is mentioned on the page.Source

Agree the current figures with Data & Insights, date them ("2026 member survey" or "deals sent in 2026"), and update every page and email template from one source. Keep "up to 90%" next to the average so it is not read as typical.

Specific, consistent proof points are easier to believe and safer for advertising review.

• A lower figure looks weaker

  Pair it with the up-to number and a real member example.

• Your websiteHomepage: hero "Save up to 90% on flights. Plan trips. Get alerts. Fly for less."; meta description "the flight deal membership 2M+ travelers use to never overpay ... Members save an average of $500 on international flights. Join free." The testimonial carousel is older stories: trips "prior to Covid", flights canceled "in 2020", "St. Patrick's Day 2019", and two that still credit "SCF", the pre-2023 brand. Neither Price Drop nor the referral reward is mentioned on the page.Source
• Your websiteHow it works FAQ: Limited members get "a small sample selection of economy deals to continental US destinations, excluding Hawaii, Alaska, and US territories"; "Premium members save an average of $550 on each international flight and $200 per domestic ticket", while the Premium page and homepage say $500. Alerts go to "over 180 airports in the US" for "over 900 destinations"; deals are "bookable 1-12 months in advance".Source
• Your websiteDestination pages (1,824 /flights URLs in the sitemap), e.g. Flights to Paris: "Cheapest Going deal $230", "Average price roundtrip $880.53", "Average Going deal price roundtrip $558.34", members "save approximately 37%", "Best month to fly ... November". All six calls to action ("Get Going", "Try Going Premium today") link to the same plain /signup with no destination attached, and the only structured data is a breadcrumb list. Signing up from there returns the visitor to the homepage, not the page they came from.Source
• Press releaseGoing launched Price Drop on September 23, 2026: it watches "already-booked flights" (round-trip cash fares on one airline, excluding low-cost carriers), alerts when the fare drops at least 10%, and members who found a lower fare "saved around $150 per ticket", "typically issued as airline credit toward a future flight". Free for Premium and Elite, up to five flights. It builds on Trips (2025), which tells members whether to book now or wait. "95% of our members worry about the timing of their purchase." Going "has helped 10 million members ... since 2015".Source

Collect 12 recent member stories (2025-2026 trips, a Price Drop save, an Elite business-class deal, a family trip) with route, price and month, and rotate them. Tag each with the plan the member is on.

Recent, specific stories make the offer feel current, and a mix by plan shows visitors which one fits them.

• Fewer emotional stories

  Keep a photo and one line about the trip itself.

• Your websiteHomepage: hero "Save up to 90% on flights. Plan trips. Get alerts. Fly for less."; meta description "the flight deal membership 2M+ travelers use to never overpay ... Members save an average of $500 on international flights. Join free." The testimonial carousel is older stories: trips "prior to Covid", flights canceled "in 2020", "St. Patrick's Day 2019", and two that still credit "SCF", the pre-2023 brand. Neither Price Drop nor the referral reward is mentioned on the page.Source
• Your websiteThe /pricedrop page ("Save $150 per flight on average"; quotes such as "Got $245 trip credit") is not in the sitemap and is not linked from the homepage or the Premium page; it supports "only ... roundtrip cash fares" for now.Source
• Your channelsSocial and community: YouTube @going with 45,900 subscribers and 226 videos; a Facebook "Travel Community" group; Instagram, TikTok, Threads and Pinterest accounts; the app page leads with "Real-time flight deal alerts" and "Push notifications mean you never miss the best deals".Source

Generate lastmod from each page's real update (the destination stats refresh, the guide edit date), add /pricedrop, /app and plan pages, and submit the index again in Search Console. Watch crawl stats for the /flights pages.

Accurate dates get changed pages recrawled sooner, so fresh deal numbers reach search results faster.

• Changing every date at once looks noisy

  Only update a date when the content changes.

• SitemapSitemap (3,007 URLs, read October 23, 2026): 1,824 /flights pages, 768 guides, 262 author pages, 68 glossary terms, 25 blog posts and five comparison pages (Thrifty Traveler, Secret Flying, The Flight Deal, Next Vacay, Dollar Flight Club). Every lastmod date falls between February 2 and 13, 2026. No comparison with free price-tracking tools such as Google Flights alerts, although the site has a "How to Use Google Flights" guide.Source
• Your websiteThe /pricedrop page ("Save $150 per flight on average"; quotes such as "Got $245 trip credit") is not in the sitemap and is not linked from the homepage or the Premium page; it supports "only ... roundtrip cash fares" for now.Source
• Your websiteDestination pages (1,824 /flights URLs in the sitemap), e.g. Flights to Paris: "Cheapest Going deal $230", "Average price roundtrip $880.53", "Average Going deal price roundtrip $558.34", members "save approximately 37%", "Best month to fly ... November". All six calls to action ("Get Going", "Try Going Premium today") link to the same plain /signup with no destination attached, and the only structured data is a breadcrumb list. Signing up from there returns the visitor to the homepage, not the page they came from.Source

Add a referral block to the Price Drop success email and a "Share this deal" prompt in the follow-up after a booking click. Lead with the friend's benefit ("Give 20% off Going"), show the member's referral count, and keep the $20 as the thank-you.

People share after a win, and a gift for the friend feels less like spam than a reward for the sender.

• Gift-card fraud

  Keep the 30-day clearing rule.

• Your websiteReferral program: "Refer a friend, earn $20" as a Visa gift card "30 days after their first payment clears"; the friend gets "20% off their first year"; "Forward your favorite deal emails - your unique referral link is automatically included" and a share button sits on every deal. An affiliate program, gift cards, a gear shop, a study abroad scholarship and an advertising media kit are linked in the footer.Source
• Press releaseGoing launched Price Drop on September 23, 2026: it watches "already-booked flights" (round-trip cash fares on one airline, excluding low-cost carriers), alerts when the fare drops at least 10%, and members who found a lower fare "saved around $150 per ticket", "typically issued as airline credit toward a future flight". Free for Premium and Elite, up to five flights. It builds on Trips (2025), which tells members whether to book now or wait. "95% of our members worry about the timing of their purchase." Going "has helped 10 million members ... since 2015".Source
• Your websiteHomepage: hero "Save up to 90% on flights. Plan trips. Get alerts. Fly for less."; meta description "the flight deal membership 2M+ travelers use to never overpay ... Members save an average of $500 on international flights. Join free." The testimonial carousel is older stories: trips "prior to Covid", flights canceled "in 2020", "St. Patrick's Day 2019", and two that still credit "SCF", the pre-2023 brand. Neither Price Drop nor the referral reward is mentioned on the page.Source

Send a "Your year with Going" statement 30 days before renewal: deals sent from their airports, the best one, clicks, Price Drop saves, and estimated savings if they booked. Members with little activity get a "set up your Watchlist" nudge instead of a recap. Add a shareable card.

Showing value before the charge reduces cancellations and refund requests, and the card doubles as referral content.

• Estimated savings look inflated

  Show only what was sent and clicked unless a booking is confirmed.

• Your websitePlans (on /premium, /elite and /how-it-works): Limited "$0/mo", "a sample" of "continental US deals"; Premium "$4.08/mo, Billed annually at $49", all domestic and international economy deals plus "custom destination alerts" (the Watchlist); Elite "$16.58/mo, Billed annually at $199" adding premium economy, business and first class. The comparison table lists Price Drop, Points and miles deals and "Price alerts for your next trip".Source
• HiringDirector, Lifecycle Marketing (remote, posted October 19, 2026, reporting to the VP, Marketing): owns "the member lifecycle for our 2M+ monthly active members across email, push, in-app, and web - from onboarding through winback", is "the senior owner of our Braze CRM", builds "a consolidated view of lifecycle performance" and a "prioritized lifecycle roadmap and experimentation plan", and improves "activation, adoption, engagement, retention, and LTV" for "the Going mobile app, website, and new-to-market product value", applying AI "to all relevant automated journeys". Salary $175,000-$200,000.Source
• Press releaseGoing launched Price Drop on September 23, 2026: it watches "already-booked flights" (round-trip cash fares on one airline, excluding low-cost carriers), alerts when the fare drops at least 10%, and members who found a lower fare "saved around $150 per ticket", "typically issued as airline credit toward a future flight". Free for Premium and Elite, up to five flights. It builds on Trips (2025), which tells members whether to book now or wait. "95% of our members worry about the timing of their purchase." Going "has helped 10 million members ... since 2015".Source
• Your websiteReferral program: "Refer a friend, earn $20" as a Visa gift card "30 days after their first payment clears"; the friend gets "20% off their first year"; "Forward your favorite deal emails - your unique referral link is automatically included" and a share button sits on every deal. An affiliate program, gift cards, a gear shop, a study abroad scholarship and an advertising media kit are linked in the footer.Source

Build a winback series at 30, 90 and 180 days after lapse: the three best deals from their airports since they left, Price Drop as what is new, and a time-limited return price. Stop after three messages.

Real missed deals from a member's own airport are more persuasive than a generic discount.

• Discounts train members to lapse

  Offer the discount only once per member.

• HiringDirector, Lifecycle Marketing (remote, posted October 19, 2026, reporting to the VP, Marketing): owns "the member lifecycle for our 2M+ monthly active members across email, push, in-app, and web - from onboarding through winback", is "the senior owner of our Braze CRM", builds "a consolidated view of lifecycle performance" and a "prioritized lifecycle roadmap and experimentation plan", and improves "activation, adoption, engagement, retention, and LTV" for "the Going mobile app, website, and new-to-market product value", applying AI "to all relevant automated journeys". Salary $175,000-$200,000.Source
• Press releaseGoing launched Price Drop on September 23, 2026: it watches "already-booked flights" (round-trip cash fares on one airline, excluding low-cost carriers), alerts when the fare drops at least 10%, and members who found a lower fare "saved around $150 per ticket", "typically issued as airline credit toward a future flight". Free for Premium and Elite, up to five flights. It builds on Trips (2025), which tells members whether to book now or wait. "95% of our members worry about the timing of their purchase." Going "has helped 10 million members ... since 2015".Source
• Your websiteHow it works FAQ: Limited members get "a small sample selection of economy deals to continental US destinations, excluding Hawaii, Alaska, and US territories"; "Premium members save an average of $550 on each international flight and $200 per domestic ticket", while the Premium page and homepage say $500. Alerts go to "over 180 airports in the US" for "over 900 destinations"; deals are "bookable 1-12 months in advance".Source

Make "two airports and one Watchlist destination" the activation goal. In week one, suggest the nearest large airport, show how many more deals it would have brought last month, and ask for one dream destination. Report activation by cohort.

More relevant deals in the first weeks lead to the first booking click, which predicts renewal.

• Too many deals overwhelm

  Let members set frequency.

• Your websiteHow it works FAQ: Limited members get "a small sample selection of economy deals to continental US destinations, excluding Hawaii, Alaska, and US territories"; "Premium members save an average of $550 on each international flight and $200 per domestic ticket", while the Premium page and homepage say $500. Alerts go to "over 180 airports in the US" for "over 900 destinations"; deals are "bookable 1-12 months in advance".Source
• Your websitePlans (on /premium, /elite and /how-it-works): Limited "$0/mo", "a sample" of "continental US deals"; Premium "$4.08/mo, Billed annually at $49", all domestic and international economy deals plus "custom destination alerts" (the Watchlist); Elite "$16.58/mo, Billed annually at $199" adding premium economy, business and first class. The comparison table lists Price Drop, Points and miles deals and "Price alerts for your next trip".Source
• HiringDirector, Lifecycle Marketing (remote, posted October 19, 2026, reporting to the VP, Marketing): owns "the member lifecycle for our 2M+ monthly active members across email, push, in-app, and web - from onboarding through winback", is "the senior owner of our Braze CRM", builds "a consolidated view of lifecycle performance" and a "prioritized lifecycle roadmap and experimentation plan", and improves "activation, adoption, engagement, retention, and LTV" for "the Going mobile app, website, and new-to-market product value", applying AI "to all relevant automated journeys". Salary $175,000-$200,000.Source

Identify members who click Mistake Fares by email, show them how many minutes the last one lasted, and invite them to install the app and allow push. Track app adoption and booking clicks.

Faster delivery turns more mistake fares into bookings and stories, and app users tend to stay longer.

• Push fatigue

  Let members choose Mistake Fares only.

• Your channelsSocial and community: YouTube @going with 45,900 subscribers and 226 videos; a Facebook "Travel Community" group; Instagram, TikTok, Threads and Pinterest accounts; the app page leads with "Real-time flight deal alerts" and "Push notifications mean you never miss the best deals".Source
• HiringDirector, Lifecycle Marketing (remote, posted October 19, 2026, reporting to the VP, Marketing): owns "the member lifecycle for our 2M+ monthly active members across email, push, in-app, and web - from onboarding through winback", is "the senior owner of our Braze CRM", builds "a consolidated view of lifecycle performance" and a "prioritized lifecycle roadmap and experimentation plan", and improves "activation, adoption, engagement, retention, and LTV" for "the Going mobile app, website, and new-to-market product value", applying AI "to all relevant automated journeys". Salary $175,000-$200,000.Source
• Your websiteHomepage: hero "Save up to 90% on flights. Plan trips. Get alerts. Fly for less."; meta description "the flight deal membership 2M+ travelers use to never overpay ... Members save an average of $500 on international flights. Join free." The testimonial carousel is older stories: trips "prior to Covid", flights canceled "in 2020", "St. Patrick's Day 2019", and two that still credit "SCF", the pre-2023 brand. Neither Price Drop nor the referral reward is mentioned on the page.Source

Score Premium members on points-deal clicks and premium-cabin content views; send high scorers an Elite sample of last month's business-class deals from their airport and a trial.

Upgrades come from members who already value the brand, at a fraction of the cost of new acquisition.

• Members downgrade after trial

  Show the best Elite deal they would have missed.

• Your websitePlans (on /premium, /elite and /how-it-works): Limited "$0/mo", "a sample" of "continental US deals"; Premium "$4.08/mo, Billed annually at $49", all domestic and international economy deals plus "custom destination alerts" (the Watchlist); Elite "$16.58/mo, Billed annually at $199" adding premium economy, business and first class. The comparison table lists Price Drop, Points and miles deals and "Price alerts for your next trip".Source
• HiringDirector, Lifecycle Marketing (remote, posted October 19, 2026, reporting to the VP, Marketing): owns "the member lifecycle for our 2M+ monthly active members across email, push, in-app, and web - from onboarding through winback", is "the senior owner of our Braze CRM", builds "a consolidated view of lifecycle performance" and a "prioritized lifecycle roadmap and experimentation plan", and improves "activation, adoption, engagement, retention, and LTV" for "the Going mobile app, website, and new-to-market product value", applying AI "to all relevant automated journeys". Salary $175,000-$200,000.Source
• Competitor researchRivals' own pages: Dollar Flight Club, "cheap flight alerts that can save you $2,000+" and "3 million+ members"; Thrifty Traveler Premium, flight alerts plus "Points & Miles Sales, & Business Class Deals" from "200+ US Departure Cities", priced at $49.99 a year per Going's own comparison page, which also notes members value a fee "locked in for life".See the research Source

Add a short dated answer paragraph per page ("Going found the most Paris deals for November travel; average Going deal $558 vs $881 normal"), FAQ markup for best month and typical saving, and links to the matching guide. Track citations in AI answers for 50 destinations.

Unique, dated numbers are what search engines and assistants cite, and each citation leads to a destination-aware sign-up.

• Thin pages for small destinations

  Only add answers where Going has enough deals.

• Your websiteDestination pages (1,824 /flights URLs in the sitemap), e.g. Flights to Paris: "Cheapest Going deal $230", "Average price roundtrip $880.53", "Average Going deal price roundtrip $558.34", members "save approximately 37%", "Best month to fly ... November". All six calls to action ("Get Going", "Try Going Premium today") link to the same plain /signup with no destination attached, and the only structured data is a breadcrumb list. Signing up from there returns the visitor to the homepage, not the page they came from.Source
• SitemapSitemap (3,007 URLs, read October 23, 2026): 1,824 /flights pages, 768 guides, 262 author pages, 68 glossary terms, 25 blog posts and five comparison pages (Thrifty Traveler, Secret Flying, The Flight Deal, Next Vacay, Dollar Flight Club). Every lastmod date falls between February 2 and 13, 2026. No comparison with free price-tracking tools such as Google Flights alerts, although the site has a "How to Use Google Flights" guide.Source
• HiringSenior Technical Product Manager, Data-as-a-Service (posted July 29, 2026, still open): "data is our core product driver and a product in its own right"; the team runs "the unified stream of flight data" for "millions of subscribers who rely on us for timely, hyper-relevant flight deals", builds diversification "that reduces our dependence on any single data source", and a system "that learns and adapts based on market trends and real consumer demand".Source

Publish fair pages on Going vs free fare alerts: what each tracks, who picks the deals, mistake fares, after-booking tracking with Price Drop. Update the existing five pages to mention Price Drop.

People who already use free alerts are the largest pool of likely members, and the "why pay" question deserves a direct answer.

• Features change

  Date each page and review twice a year.

• SitemapSitemap (3,007 URLs, read October 23, 2026): 1,824 /flights pages, 768 guides, 262 author pages, 68 glossary terms, 25 blog posts and five comparison pages (Thrifty Traveler, Secret Flying, The Flight Deal, Next Vacay, Dollar Flight Club). Every lastmod date falls between February 2 and 13, 2026. No comparison with free price-tracking tools such as Google Flights alerts, although the site has a "How to Use Google Flights" guide.Source
• Press releaseGoing launched Price Drop on September 23, 2026: it watches "already-booked flights" (round-trip cash fares on one airline, excluding low-cost carriers), alerts when the fare drops at least 10%, and members who found a lower fare "saved around $150 per ticket", "typically issued as airline credit toward a future flight". Free for Premium and Elite, up to five flights. It builds on Trips (2025), which tells members whether to book now or wait. "95% of our members worry about the timing of their purchase." Going "has helped 10 million members ... since 2015".Source
• Competitor researchRivals' own pages: Dollar Flight Club, "cheap flight alerts that can save you $2,000+" and "3 million+ members"; Thrifty Traveler Premium, flight alerts plus "Points & Miles Sales, & Business Class Deals" from "200+ US Departure Cities", priced at $49.99 a year per Going's own comparison page, which also notes members value a fee "locked in for life".See the research Source
• Your websiteThe /pricedrop page ("Save $150 per flight on average"; quotes such as "Got $245 trip credit") is not in the sitemap and is not linked from the homepage or the Premium page; it supports "only ... roundtrip cash fares" for now.Source

Publish a quarterly "deal score" page per top 40 airport (deals found, best destinations, average saving), pitch each to local media, and link it from the destination pages and the airport selection screen.

Local coverage earns links and sign-ups from places where Going already has data, every quarter.

• Low-scoring airports look bad

  Frame as tips to save more from that airport.

• NewsroomRecent releases are data stories: "Going reveals the top airports and airlines for scoring flight deals in 2026" (August 17, 2026), "Going data reveals the cities where affordable flights have been most consistent" (May 2026), "2026 State of Travel and Flight Deals" (December 2025), the first "Flight Deal Awards" (August 2025); David Krauter was appointed CEO in March 2026.Source
• Your websiteHow it works FAQ: Limited members get "a small sample selection of economy deals to continental US destinations, excluding Hawaii, Alaska, and US territories"; "Premium members save an average of $550 on each international flight and $200 per domestic ticket", while the Premium page and homepage say $500. Alerts go to "over 180 airports in the US" for "over 900 destinations"; deals are "bookable 1-12 months in advance".Source
• HiringSenior Technical Product Manager, Data-as-a-Service (posted July 29, 2026, still open): "data is our core product driver and a product in its own right"; the team runs "the unified stream of flight data" for "millions of subscribers who rely on us for timely, hyper-relevant flight deals", builds diversification "that reduces our dependence on any single data source", and a system "that learns and adapts based on market trends and real consumer demand".Source

Ask members to log the credit amount and expiry when they claim a Price Drop save. Send reminders at 90 and 30 days before expiry with current deals on that airline from their airport.

Helping members actually use the money Going found makes the saving real and gives deal emails a personal reason to open.

• Members do not log credits

  Make it one tap from the claim email.

• Press releaseGoing launched Price Drop on September 23, 2026: it watches "already-booked flights" (round-trip cash fares on one airline, excluding low-cost carriers), alerts when the fare drops at least 10%, and members who found a lower fare "saved around $150 per ticket", "typically issued as airline credit toward a future flight". Free for Premium and Elite, up to five flights. It builds on Trips (2025), which tells members whether to book now or wait. "95% of our members worry about the timing of their purchase." Going "has helped 10 million members ... since 2015".Source
• Your websiteThe /pricedrop page ("Save $150 per flight on average"; quotes such as "Got $245 trip credit") is not in the sitemap and is not linked from the homepage or the Premium page; it supports "only ... roundtrip cash fares" for now.Source
• HiringDirector, Lifecycle Marketing (remote, posted October 19, 2026, reporting to the VP, Marketing): owns "the member lifecycle for our 2M+ monthly active members across email, push, in-app, and web - from onboarding through winback", is "the senior owner of our Braze CRM", builds "a consolidated view of lifecycle performance" and a "prioritized lifecycle roadmap and experimentation plan", and improves "activation, adoption, engagement, retention, and LTV" for "the Going mobile app, website, and new-to-market product value", applying AI "to all relevant automated journeys". Salary $175,000-$200,000.Source

Offer Trips free on Limited for one or two trips, with the deal alerts and Price Drop as Premium. Promote it on destination pages ("Track my Paris trip"). Measure sign-ups, Trips usage and upgrades against the current free plan.

A useful free tool builds a bigger top of funnel, and every tracked trip tells the lifecycle team exactly what the member wants.

• Fewer paid sign-ups

  Test with a share of new visitors first.

• Data costs rise

  Cap free tracked trips.

• Press releaseGoing launched Price Drop on September 23, 2026: it watches "already-booked flights" (round-trip cash fares on one airline, excluding low-cost carriers), alerts when the fare drops at least 10%, and members who found a lower fare "saved around $150 per ticket", "typically issued as airline credit toward a future flight". Free for Premium and Elite, up to five flights. It builds on Trips (2025), which tells members whether to book now or wait. "95% of our members worry about the timing of their purchase." Going "has helped 10 million members ... since 2015".Source
• Your websitePlans (on /premium, /elite and /how-it-works): Limited "$0/mo", "a sample" of "continental US deals"; Premium "$4.08/mo, Billed annually at $49", all domestic and international economy deals plus "custom destination alerts" (the Watchlist); Elite "$16.58/mo, Billed annually at $199" adding premium economy, business and first class. The comparison table lists Price Drop, Points and miles deals and "Price alerts for your next trip".Source
• Your websiteDestination pages (1,824 /flights URLs in the sitemap), e.g. Flights to Paris: "Cheapest Going deal $230", "Average price roundtrip $880.53", "Average Going deal price roundtrip $558.34", members "save approximately 37%", "Best month to fly ... November". All six calls to action ("Get Going", "Try Going Premium today") link to the same plain /signup with no destination attached, and the only structured data is a breadcrumb list. Signing up from there returns the visitor to the homepage, not the page they came from.Source
• HiringSenior Technical Product Manager, Data-as-a-Service (posted July 29, 2026, still open): "data is our core product driver and a product in its own right"; the team runs "the unified stream of flight data" for "millions of subscribers who rely on us for timely, hyper-relevant flight deals", builds diversification "that reduces our dependence on any single data source", and a system "that learns and adapts based on market trends and real consumer demand".Source

Combine airports, Watchlist, Trips, clicks and bookings into one member profile in Braze, and use it to rank and time deals per member (send-time, destination fit, cabin). Keep the human-picked deal standard and test ranking against the current order.

Relevant deals at the right time lift clicks and renewals without sending more email.

• Privacy

  Use only first-party data with clear settings.

• HiringSenior Technical Product Manager, Data-as-a-Service (posted July 29, 2026, still open): "data is our core product driver and a product in its own right"; the team runs "the unified stream of flight data" for "millions of subscribers who rely on us for timely, hyper-relevant flight deals", builds diversification "that reduces our dependence on any single data source", and a system "that learns and adapts based on market trends and real consumer demand".Source
• HiringDirector, Lifecycle Marketing (remote, posted October 19, 2026, reporting to the VP, Marketing): owns "the member lifecycle for our 2M+ monthly active members across email, push, in-app, and web - from onboarding through winback", is "the senior owner of our Braze CRM", builds "a consolidated view of lifecycle performance" and a "prioritized lifecycle roadmap and experimentation plan", and improves "activation, adoption, engagement, retention, and LTV" for "the Going mobile app, website, and new-to-market product value", applying AI "to all relevant automated journeys". Salary $175,000-$200,000.Source
• Press releaseGoing launched Price Drop on September 23, 2026: it watches "already-booked flights" (round-trip cash fares on one airline, excluding low-cost carriers), alerts when the fare drops at least 10%, and members who found a lower fare "saved around $150 per ticket", "typically issued as airline credit toward a future flight". Free for Premium and Elite, up to five flights. It builds on Trips (2025), which tells members whether to book now or wait. "95% of our members worry about the timing of their purchase." Going "has helped 10 million members ... since 2015".Source

Package a group plan: bulk Premium codes, a co-branded sign-up page and a usage report. Pilot with five organizations of 500-5,000 people and measure activation and renewal.

Group sales add members at low acquisition cost and can convert to individual renewals.

• Low engagement

  Measure activation before pricing renewals.

• Your websiteReferral program: "Refer a friend, earn $20" as a Visa gift card "30 days after their first payment clears"; the friend gets "20% off their first year"; "Forward your favorite deal emails - your unique referral link is automatically included" and a share button sits on every deal. An affiliate program, gift cards, a gear shop, a study abroad scholarship and an advertising media kit are linked in the footer.Source
• Your websitePlans (on /premium, /elite and /how-it-works): Limited "$0/mo", "a sample" of "continental US deals"; Premium "$4.08/mo, Billed annually at $49", all domestic and international economy deals plus "custom destination alerts" (the Watchlist); Elite "$16.58/mo, Billed annually at $199" adding premium economy, business and first class. The comparison table lists Price Drop, Points and miles deals and "Price alerts for your next trip".Source
• Competitor researchRivals' own pages: Dollar Flight Club, "cheap flight alerts that can save you $2,000+" and "3 million+ members"; Thrifty Traveler Premium, flight alerts plus "Points & Miles Sales, & Business Class Deals" from "200+ US Departure Cities", priced at $49.99 a year per Going's own comparison page, which also notes members value a fee "locked in for life".See the research Source

Offer a student Premium price with verification, promote it alongside the scholarship, and onboard students with two airports and a study-abroad destination. Track student renewal after graduation.

Students become long-term members, and the scholarship already gives Going a reason to be on campus.

• Cannibalizing full price

  Require verification.

• Your websiteReferral program: "Refer a friend, earn $20" as a Visa gift card "30 days after their first payment clears"; the friend gets "20% off their first year"; "Forward your favorite deal emails - your unique referral link is automatically included" and a share button sits on every deal. An affiliate program, gift cards, a gear shop, a study abroad scholarship and an advertising media kit are linked in the footer.Source
• Your websiteHow it works FAQ: Limited members get "a small sample selection of economy deals to continental US destinations, excluding Hawaii, Alaska, and US territories"; "Premium members save an average of $550 on each international flight and $200 per domestic ticket", while the Premium page and homepage say $500. Alerts go to "over 180 airports in the US" for "over 900 destinations"; deals are "bookable 1-12 months in advance".Source

Each month, film or record three members who booked a Going deal (route, price, how they planned the trip), cut short clips for TikTok and Instagram, and use them in onboarding emails.

Real stories show how the product works better than explainer videos, and they feed the lifecycle program with fresh content.

• Uneven quality

  Give members a simple recording guide.

• Your channelsSocial and community: YouTube @going with 45,900 subscribers and 226 videos; a Facebook "Travel Community" group; Instagram, TikTok, Threads and Pinterest accounts; the app page leads with "Real-time flight deal alerts" and "Push notifications mean you never miss the best deals".Source
• Your websiteHomepage: hero "Save up to 90% on flights. Plan trips. Get alerts. Fly for less."; meta description "the flight deal membership 2M+ travelers use to never overpay ... Members save an average of $500 on international flights. Join free." The testimonial carousel is older stories: trips "prior to Covid", flights canceled "in 2020", "St. Patrick's Day 2019", and two that still credit "SCF", the pre-2023 brand. Neither Price Drop nor the referral reward is mentioned on the page.Source
• HiringDirector, Lifecycle Marketing (remote, posted October 19, 2026, reporting to the VP, Marketing): owns "the member lifecycle for our 2M+ monthly active members across email, push, in-app, and web - from onboarding through winback", is "the senior owner of our Braze CRM", builds "a consolidated view of lifecycle performance" and a "prioritized lifecycle roadmap and experimentation plan", and improves "activation, adoption, engagement, retention, and LTV" for "the Going mobile app, website, and new-to-market product value", applying AI "to all relevant automated journeys". Salary $175,000-$200,000.Source

Remove or defer scripts not needed for the first view, split the bundle, set longer cache lifetimes, and track field LCP weekly for the homepage and top destination pages.

Most sign-ups start on mobile, and a faster page keeps Going inside the passing range as features are added.

• Breaking tracking

  Test each change on staging analytics.

• Google PageSpeedHomepage on mobile (lab): performance 61, total blocking time 1,423 ms, speed index 7.9 s, 1.27 MB of unused JavaScript. Real Chrome visitors to going.com still pass Core Web Vitals (origin LCP 2.3 s, INP 129 ms, CLS 0.02), but origin LCP is 12% slower than in the previous period and the homepage itself sits at 2.6 s LCP.Source
• Your websiteDestination pages (1,824 /flights URLs in the sitemap), e.g. Flights to Paris: "Cheapest Going deal $230", "Average price roundtrip $880.53", "Average Going deal price roundtrip $558.34", members "save approximately 37%", "Best month to fly ... November". All six calls to action ("Get Going", "Try Going Premium today") link to the same plain /signup with no destination attached, and the only structured data is a breadcrumb list. Signing up from there returns the visitor to the homepage, not the page they came from.Source