So What Do You Think?
Travel Technology Show preview opinion by Tim Wright, Fexco AllTravel head of distribution and business development
AOL’s current interesting TV ad invites viewers to think about what the internet means today. Is the internet a fantastic force for good – or is it a worryingly unregulated danger?
Many in travel probably feel the same, but the reality is inescapable: the internet and travel are welded together. More and more agencies now have web sites, which is good. But for every agency using the internet smartly and proactively, there are just far too many which are passive and blinkered. That’s bad.
So how do they move from inertia to action? Finding an agency niche or specialisation that helps it stand out from the crowd is vital. It could be skiing, wild life, brewery tours – whatever – because, sadly, being a travel generalist today could just be the kiss of death. An example is my old friend Tony Radstone at Travel Corporation who chose to specialise in coaching trips, backed his web site with expert information, and now earns handsomely from it.
Content is king for any agency website, which is where suppliers like PlacesToStay are really useful. But it’s no good you and I doing a great merchant rate hotel supply deal if you’re then going to sit back and think ‘job done’.
You must market your content. People must know it’s there. You must invest in online marketing and search engine optimisation to become more visible. Even the most basic web offering must let people look, browse – and then contact you. Make your site attractive and informative, and make it easy for site visitors to phone you (ask yourself if your Mum could use the site).
A senior executive at a major UK online agency told me he can’t differentiate between customers who visit his site and then phone to book, and those who look and book online. He’s not too bothered either – as long as the bookings come in. If it works for him, it can work for you.
So do think about what the internet can or should be doing for your travel business. After all, websites should work for a living and earn their keep, just like you and I.
Phil Davies
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