360DigitalInfluence

A recent research report on the state of the online travel industry (US Online Travel Forecast, 2008 to 2013) shares interesting insights into the maturity of the online travel business and where growth, though in small increments, is most likely to occur.   The report calls out clearly that the online travel has reached maturity and the point of saturation. This maturity will limit new investments and startups targeting the mass market;  rather activity will focus on the niches.

“One area of travel eBusiness that Forrester believes warrants consideration is sites or applications that can help travelers get contextual information about what they are planning to buy and make them more confident that they’ll get the expected value,” states the report.  That speaks mountains to those destinations and services seeking their share of this on line travel marketplace. It suggests that travel marketers should:

• Update, refresh or renew their website copy and online presence to provide this relevant information if it is not already there.
• Make sure that presence is authentic.
• Provide clear understanding of what travelers can expect, in all matters of their journey.
• Feed the social media world with positive reviews and customer commentary, allowing recent visitors to share their thoughts and keep fresh consumer-generated content flowing.
• Marketing value, with comparative prices.

“Customer retention is paramount,” shares the study, as many current online bookers can easily choose to book offline, especially if they are seeking context about a destination or experience. It’s times like these that speaking with a representative by phone might provide the reassuring touch, maybe the ability to talk prices and even barter for the best deal possible.