The article expresses that online shoppers take less and less into the account the brand loyalty when booking holiday. Thanks to the survey Tealeaf’s “The ebooker’ did, they note that customers behavior toward online booking can be much more effective when receiving an excellent service and this one could be the key differentiator for them.
Currently, Internet does have an important position in the holiday research and booking process. Related to the survey, 37% of British adults explain that they conduct all their holiday research online and 26% of them realize their booking online.
Holiday research online start to be absolutely useful but it tents to be lengthy when booking. Usually, shoppers visit an average of four different travel sites before deciding and start to look for their holiday two to four months in advance of purchase.
When booking online, the bookers are trying to be sure about their choice in revisiting many times the different sites, in another word they absolutely need to be reassured.
Regarding to this article we can observe that the customers are in control when booking their holiday. Thanks to the websites technologies the shoppers could deal directly online. In this period, brand’s loyalty tents to disappear progressively now is more question about booking at the best moment for the best value.
In my point of view, customers do have much more influence in pricing that it used to be and this change obliges the brands to be much more proactive when proposing prices and services. Adaptability is the key word to keep in mind for brands if they want to stay for long time in this changing market.
Thank you for your comments Miguel> We'll work on more in depth analysis in class. For your F&B posisitions, we won't wonrk on the HR skills...but digital communications can help.
ReplyDeleteThanks for your post Miguel. I did not even take the time to follow the link to the related article, for your comment was so detailed!
ReplyDeleteYou say "When booking online, the bookers are trying to be sure about their choice in revisiting many times the different sites, in another word they absolutely need to be reassured." Well here is a big marketer mission! How to make customer feel confident about their purchasing decision? How to make them feel your website is the best for what they need? It is all about information & communication, isn'it?
Let them know your business's mission is to provide them with safety before, during, and after the purchase. Easy it is to say, less easy must it be to implement!!!