The evolution in travel industry Reservation Ticketing CRM Product Promotional Channel Destination Information
Reservation Directly with suppliers and purchase on the spot Partially through travel agent, by telephone, telex, and end to end system. Majority book through TA by fax, using Window base GDS, CRS.
Reservation Supplier direct or OTA online platform, extranet, mobile device.
Ticketing Hand Written carbon copies Machine printable Multiple coupon printing
Ticketing Paperless - Electronic ticket
CRM Manual process, paper filing. Support by back office or accounting system Customer friendly but view only system
CRM Customer friendly, allow view, edit, cancel and check-in.
Product Air ticket, hotel. Air ticket, hotel, escorted tour. DIY and FIT package, cruises, train, car rental, excursion.
Product Thematic, i.e. cooking class, adventure, celebrity, world heritage, educational.
Promotion Channel Newspapers, radio, magazine, outdoor advertisement. Telex, multifax, TV ads, direct mailing. eDM, partnership
Promotion Channel SMS, mobile device, online marketing, affiliate program and social network.
Destination Information Limited, by guide books or worth of mouth. Media, travel guide in local language. Through communication tools, like phone, fax or by post.
Destination information In-depth media coverage, internet, NTO, Youtube, social media (e.g. Tripadvisor)
Stay Personal or talk to robot? Challenges for Offline agent and OTA Moving forward
Consideration ROI Pace of enhancement Scope of product Customer preference Resources allocation Positioning Market Segment