Paid search a mystery to hotels and operators

Posted on March 1, 2005. Filed under: Uncategorized |

This news item from Hotelmarketing.com caught my eye and I couldn’t help but comment below:

Operators are bamboozled by search engine optimisation tactics, and see the issue as the biggest hurdle to competing effectively online.

This is according to a survey released this week by the European Tour Operators Association (ETOA). When asked what the biggest challenge to trading online was, members of ETOA overwhelming voted (more than 50%) for search engine optimisation.

Speaking to TravelMole at the ETOA annual Hoteliers Marketplace, executive director, Tom Jenkins said: “Operators don’t have enough money to spend on search engine optimisation, they don’t know how to do it and they don’t understand the technology – it’s still a young area.”

He added: “Consumers are also continuing to behave differently and the normal divisions between purchaser and supplier are becoming blurred.”

Get the full story at:Travel Mole

Here’s my rant on this:

SEO a mystery???

Hello….! Where have these people been for the past seven years or so, since the start of online travel? It is amazing to read a comment such as this from an industry leader, claiming that it is a “young area”. They should have prepared their members for the past five years to the rapid developments that are now coming onstream. What was on their agenda? Bus parking space in Florence, or hotel commissions in London? One wonders. You bet that the normal divisions are being blurred. As a matter of fact, not only blurred but erased and at a faster pace than most people expect it to happen. With truly customer assembled “dynamic packaging” brought on by new technologies being developed, and used by the new consumer having grown up with the internet this shift from pre-assembled packages with margins for one or more intermediaries will take place at near lightning speed. Welcome to travel in the 21st century.

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