Archive for June, 2006

They are fighting back

Posted on June 29, 2006. Filed under: Travel |

Expedia introduces Fare Alert

This is in response to the increasingly sophisticated tools introduced by the meta search firms. Clearly a useful tool, but it will search only Expedia’s fares, which still leaves that price focused customer unsure whether there is a cheaper alternative available elsewhere.

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They will surely change the rules of game, but

Posted on June 27, 2006. Filed under: Travel |

New Players in Travel Search

let’s remember, in many cases today, the air fare has become a less expensive component of the entire trip. This leaves the vast market of accommodation and ground transportation (car rental, rail) as the next challenge. Transparency there will be harder to come by as there are, first of all many more suppliers with that many more pricing policies and structures to analyze. It will be interesting to follow the technology developments here. Kayak and FareChase for one have already entered that field and I’m sure others will follow.

These are all the more reasons for the online travel agencies to move away from price focus onto added value services, brand trust and reliability.

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They will surely change the rules of game, but

Posted on June 27, 2006. Filed under: Travel |

New Players in Travel Search

let’s remember, in many cases today, the air fare has become a less expensive component of the entire trip. This leaves the vast market of accommodation and ground transportation (car rental, rail) as the next challenge. Transparency there will be harder to come by as there are, first of all many more suppliers with that many more pricing policies and structures to analyze. It will be interesting to follow the technology developments here. Kayak for one has already entered that field and I’m sure others will follow.

These are all the more reasons for the online travel agencies to move away from price focus onto added value services, brand trust and reliability.

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More on the Aussies!

Posted on June 22, 2006. Filed under: Travel |

www.australia.com ousts Expedia, Travelocity and Orbitz for consumer travel planning to Australia in N America

Why doesn’t this headline surprise me? Because I’ve always believed that destinations are in the drivers seat when it comes to travel researching, planning on the web and increasingly when it comes to the actual booking. DMOs can become true one stop shops for their visitors and take them all the way along the DREAM – LEARN – PLAN and GO phases right on their websites

Equally effective is permission based marketing that Tourism Australia seems to embrace to reach their audience. Again, their destination site is the core asset and key tool to build the community aspect and provide the experience to potential visitors.

It’s great to see a DMO getting it and embracing the tools to make it happen in today’s marketplace.

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Where the hell have you been….?

Posted on June 21, 2006. Filed under: Travel |

Destinations – Australia Tourism’s New Campaign Focuses on Online Efforts

The Aussies are coming around…..I just wonder what took them so long!
I like it when they say that a package no longer does the trick. I’ve been saying that for a few years nowand it’s nice to at least sometimes see the market move in the direction I predicted.

For most travel destinations it is an excercise in frustration to depend on a few selected tour operators to put together packaged tours and then try to push the sale of those through travel agents, when research clearly shows that what soon will be a majority of travelers starting the planning process online.

Here’s another prediction: Just wait what will happen, when those travelers will have truly empowering tools – made possible by what’s happening in Travel 2.0 – available on those websites, while doing that initial research, that allows them to plan and then book exactly that individualized trip, corresponding to the experience they want to have! Don’t tell me they will not use it to close the transaction right then and there. It will happen sooner than the industry thinks…..

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Not surprising

Posted on June 21, 2006. Filed under: Web/Tech |

Marketers on a “fishing expedition” on the Net?

Ries has a point. What has to be recognized is that the old adage of “horses for courses” is true here. What might work on TV or in print doesn’t necessarily – or better put – will most probably, not work on the web.

The basic premise is truer than ever – interruption marketing won’t work anymore and on the web it works least. There is nothing easier than to ignore an unwanted online ad – just ignore it. We don’t even have to zap it as with TiVo, or even worse sit through it on live TV.

I’ve been annoyed watching sports broadcasts for a long time, having to suffer through these tedious and sophomoric beer ads targeted at the advertisers audience of 18 to 34 year olds but definitely not at me –  I could be their father…..! So, for me most broadcasts finish later as I stop them repeatedly to then be able to zip through those same commercials. It works, but isn’t as easy as ignorance on the web.

Oh, and while I’m on this subject. It’s just mind boggling how unimaginative most TV commercials are and beyond me to understand who those CMOs are who OK the huge spending on this stuff….!

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And they can sell you a hotel and car rental too….

Posted on June 21, 2006. Filed under: Uncategorized |

The New, Sleek Airline Web Site – New York Times

This story underlines what has been evident to travel industry insiders for quite some time.
Suppliers are taking back their power in the marketplace and with enhanced web capabilities are able to capture a larger part of the travel pie, espcially from customer already in their loyalty programs.

The intermediaries will have their work cut out for them with agressive suppliers on one hand and increasingly savvy consumers on the other making their lives more difficult. The recent comment made by Michelle Peluso, CEO of Travelocity, that they will put more emphasis on customer service and improved purchasing experience vs. price seems to me the only strategy forward.

How successful they will be, only time will tell.

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