WIT: Micro niche sites way to go
Morris Sim, CEO and founder of social media trends analyst Circos Brand Karma, believes there are still opportunities for niche travel players to succeed in the online marketplace.
Sim told the Web In Travel (WIT) Australia conference at the Shangri-La Hotel in Sydney that gay and lesbian travel was one micro-niche area where he thought there were still opportunities for online businesses to establish a trusted brand in the segment.
“Look to target niches,†he said. Among other suggested targets for micro travel websites were singles or divorced people in the 35-55 year-old age group, the so-called “Sex in the City†travel market in North Asia.
These people were active in social media websites and sharing their experiences online, Sim said.
Sim singled out Air New Zealand as a star performer in the online travel supplier space thanks to its unconventional videos showing everything from cabin crew wearing little but body paint to US fitness legend Richard Simmons and plenty of ’80s fluro.
“Air New Zealand has done a fantastic job in telling its story in a fun, catchy way and it’s spun off a lot of imitators,†Sim said.
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