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Marketing Breakthrough Boosts Online Travel Bookings
According to recent research by the European Commission, the travel industry in Europe is conducting more business online than ever before. It seems many of us Europeans enjoy the convenience of booking online, not to mention the cost savings. The way in which travel is marketed online also plays a big part in the success of this media.
One of the marketing breakthroughs which the travel industry has embraced in recent years is ‘dynamic packaging’. It’s a method that can be defined as enabling travellers to mix and match various holiday components (like accommodation, flights, car hire, insurance and so on) in accordance with their specific needs and budget, across a range of suppliers and operators.
For example Thomas Cook (the UK’s second largest travel agency firm) has recently developed a dynamic packaging portal by teaming up with MyTravel.com. The result offers products and services which, traditionally, would be perceived as being their competitors. But for consumers it represents the perfect ‘one stop shop’ for all their travel requirements. For the companies involved, it’s another channel to market. Many of the big players in the industry are expected to adopt a similar approach.
The European Commission’s research also indicates a growing trend in online reservations, with around 36% of tour operators, 40% of package deal operators, and 62% of hotels offering online booking facilities. Of the total, almost 30% receive a quarter of their bookings through this online channel.
www.businessinberkshire.co.uk/onlinemedia
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