Articles for ‘multichannel’

Hotels connectivity, a stake for the whole travel industry

Dimanche 6 février 2011 by Julia

In the Thirties, Conrad Hilton used to say that hotel’s performances relays first in the “hotel location”, secondly in the “hotel location” and third in the “hotel location”. This adage is still true, except that the location is not anymore physical. Indeed it plays out on the web; online visibility ensures the hotel occupancy, thereby the hotel owner only has to focus on the profitability. I agree this version is a bit simplified. However, it is true that before starting a yield or a CRM strategy, the e-distribution must be optimized, which means that  hotel rooms must be available... 

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... 

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... 

From multi-channel marketing to cross channel marketing: true examples in the travel industry

Dimanche 10 janvier 2010 by Julia

Statistics say that 80% of the French customers (the figure is certainly the same in other European countries) want to have the possibility to shop as well on-line as in brick-and-mortar shops, and want to have the possibility to use and cross the distribution channels as they want. Moreover, the on-line research about a product contributes to 74% of the off-line purchase (Sterling Commerce, 2008). Using this study, it is interesting to wonder about the way it happens in the industry of the leisure travel. First of all, we shall remind you that multi-channel distribution is only a first step during...