Articles for ‘OTA’

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... 

E-tourism : the evolution of the booking process automation

Jeudi 10 février 2011 by Aurélie

Tourism is one of the most dynamic sector within the web industry. Online dimension has indeed exercised a major influence for each tourism protagonist, all the more because the number of web sites is constantly increasing. Nevertheless, measures have to be taken before setting up a web site.   How to manage the back office of an e-tourism portal? Methods of stock aggregation depend on the organization and the positioning of each protagonist. The most common processes are these ones: * The CRS tool feeds the web site with offers This method has been adopted by protagonists who produce and... 

Opaque products, a niche on the rise in the travel industry

Mardi 20 juillet 2010 by Julia

At the age of rich media, web 2.0 and (price) transparency, a business model again the grain is extending in the travel industry: the sale of opaque products. This model consists in offering products (flight, hotel, rentals…) without disclosing the identity of the supplier. It will be revealed only after making a nonrefundable commitment to buy. This model is totally consistent with the behavior of price-sensitive customer. These customers are very numerous on the web (3/4 of the Internet users according to Gregg Brockway from Hotwire.com), they are brand switcher and they are above all looking... 

Zoom on the boom of ancillary revenues and their impacts on distribution

Jeudi 17 juin 2010 by Julia

This year 2010, ancillary revenues are everywhere in the news, especially in the airline sector. In fact, at the worldwide level, airlines ancillary revenues passed from 1,72 billion in 2006 to 7,8 billion euros in 2008  (source : IdeaWorks Guide). US airlines' passenger baggage fee revenue collection (USD) - Source: Centre for Asia Pacific Aviation Introduced by low cost carriers (LCC), the rules of this model are now more and more inspiring legacy carriers. On the one hand, they are a new source of revenues for airlines, on the other hand their allow them to really enter in strategies... 

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...