Converting lookers to bookers and maximising consumer spend online remain a top priority for travel marketing execs in 2008/09
Published: 19 Jun 2008
According to recent EyeforTravel research findings optimizing website performance is a top priority for 2008/9 for European travel companies. ‘As customers become more web savvy their behaviour and online needs have become far more sophisticated, travel companies are having to re-visit their online marketing strategies with increasing frequency.’ Gina Baillie, EyeforTravel.
According to a recent article by Max Starkov & Jason Price, ‘In the difficult economic environment we are experiencing this year, getting "back to the basics" is the hotelier’s most prudent marketing strategy.’
Starkov and Price found ‘The hotel website has become the first, the only and in many cases—the last point of contact with the travel consumer. Any website optimisations, enhancements or re-designs pay for themselves within 3-4 months.’
Gareth Gaston, MD, Octopus Travel in a recent EyeforTravel interview shared his views on the issue. Excerpts:-
EFT: How do you think (travel) companies can meet the expectations of the increasingly demanding web user?
Gareth Gaston: It’s important to be connected with your customers and to understand their needs. This can be achieved either through research or by observation using site analytics products. Also with the web - best in class can be established quickly as customers are conditioned to perform functions in a particular way. The key is knowing when to follow and when to do something different. But it’s more than just research and analytics - do you have all the right products (hotels in the right place, flights to the right destinations etc) and do you offer enough choice in destinations. Octopus has big plans and current projects in all these areas - more to follow...
EFT: In comparison to other industries, do you think travel companies deserve the criticism they receive for under performance in online user satisfaction?
Gareth Gaston: Consumers are demanding - and on-line they should be. On-line travel does well because it is perfect for the web - no product to be shipped and only eTickets or confirmation numbers. On-line consumer buying criteria is more understood now than ever. So having the right content, a transparent pricing structure and the ability to shop and compare are no longer differentiators, they are the basics. That said, there are reasons why the shopping experience is not optimal. Integration with legacy systems and multiple suppliers can cause complications. But that is our challenge - and ultimately the consumers will vote with their clicks and travel companies must evolve or die. Octopus realises this and has big plans.
This issue does not just apply to hoteliers and online travel agents. Airlines and car hire companies are also re-examining their online strategies closely. In the face of rising fuel costs and a slowing economy, many airlines and car hire companies are turning to ancillary revenues from their website to boost online sales performance. EyeforTravel will be following this article with an insight from SkyEurope and FlyBe as to how they are aiming to maximise customer spend online.
This topic along with ‘Converting lookers to bookers – how user-friendly is your website?’ top the agenda of this year’s Online Marketing Strategies in Travel Europe conference. Gareth Gaston will join other leading speakers from Starwood, Marriott, Royal Caribbean, Sterling airlines, TripAdvisor, Google, Traveltainment, lastminute.com, Guardian Unlimited, and Opodo to share real-world examples of what really works in terms of maximising the ROI of your website.
The 2 day conference will be twinned with EyeforTravel’s inaugural Social Media Strategies in Travel Europe conference and sees online marketing experts from across Europe convene for extensive learning, knowledge sharing and networking opportunities.
The event will take place in Munich, 14-15 October. For more information about the event and the early bird prices which expire Friday 4th July visit www.eyefortravel.com/smeurope or contact gina@eyefortravel.com.
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