Articles for ‘customer’

Load time, what marketing can do when IT fails

Dimanche 15 mai 2011 by Julia

Internet users are getting use to real time information and personalized content. When they search on the web, they want relevant results and they want them immediately. The high speed connection have made them impatient and they now hardly wait more than 4 second to get a page (according to the study from Akamai/Forrester Consulting, July 2009). Behind the screen, users don’t realize that when they search one product it’s several databases that are going to be requested. And this is a real stake in the travel industry because information need to be refreshed frequently due to Yield strategies... 

Cartographic search: a leading tool to answer all the traveller’s needs

Mercredi 15 décembre 2010 by Julia

All the players related to the tourism sector offers maps based on Google, Bing, Mappy, ViaMichelin… However, most often these maps are only used to localise a place (an hotel, a monument, an agency…). Therefore this is quite restrictive regarding to the traveller’s needs and the possibilities offered by the touristic sector. Indeed, travellers need information, inspiration, and some help to plan their travels… A cartographic tool as a map can answer all these needs and at the same time help a company to differentiate it-self from the others. A map as an entry point in the search... 

Taking into account the non linear behavior of the customer in travel bookings

Lundi 27 septembre 2010 by Julia

Whatever their roles in the travel industry, suppliers and distributors have the same goal: raise their revenues. And to achieve this goal, the two main leverages consist in increasing the number of bookings and increase the value of the bookings. Both will depend of your website conversion rate and the quality of the traffic you drive in it. But as an online marketer, to improve conversion and qualified traffic you need to deeply know your customers. You can divide your customers into segments, engage conversation with them, personalize your marketing actions… These are good points that will... 

Evolution of the vacation package: from a standardized product to a personalized travel

Mardi 25 mai 2010 by Julia

The vacation package, flagship of the travel industry, ensured low risk sales to producers (airlines, hotels, cars rentals…), added value to tour-operators and guaranteed attractive prices to final customers. But since the last decade, the vacation package is encountering a significant mutation. Indeed, the Internet has changed  access to information and offers. So, studying the evolution of the packaged vacations helps us to perceive all the current issues of the travel industry: stocks accesses in real time, customer-centricity, new productions processes, semantic web for tourism… This... 

The news players improving the experience during the travel

Lundi 1 mars 2010 by Julia

We often talk about the travelers’ needs, especially in this time of high competition where answering its needs is a competitive advantage. Therefore, most studies deals with needs before, during and after the travel. Before travelling Thanks to Internet, we observes that the answers to the traveler’s have improved: they have access to more information, have many ways to book a product, a wider range of products, new tools that help taking decision… After travelling We also notice that the web 2.0 brought some changes in the “after travelling”. In addition of the traditional customer... 

Towards a multi channel distribution and a customer-centric model

Mardi 12 janvier 2010 by Julia

Ten years ago, distribution channels were simple to identify and to manage: products were only sold in offline travel agencies. But nowadays, this market has evolved and customers have multiple ways, online and offline, to access to a same product. Let’s sum up this evolution from a technical point of view. First, the transition to a multi channel distribution was appeared because of a problem in the access to the stocks of the production. The new channel (the internet one) appeared like a second enterprise. They were not meant to become a global strategy for distribution and marketing... 

Marketing channels are increasingly co-managed by companies and customers

Vendredi 8 janvier 2010 by Julia

When they are planning holidays, customers are influenced by many factors before arriving to the final points of sales. We can group this factors under the name of marketing channels, and separate them into two categories: factors that drive free traffic and factors that drive paid traffic. But albeit one is called free and the other is called paid, it is wrong to think that the first one is without costs. Indeed, it is the result of a long term strategy (so you paid for the steady efforts of your team), thus it brings regular visitors to your points of sales. That why I prefer to use the expression...