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Digital Marketing in the The Travel Sector

Hotel Booking Thanks to bargain-hunting travelers and the growing use of the Internet for more than just airplane tickets, the online travel business is strengthening. Better still, the online outlook is brighter than that of the industry as a whole. In fact, Jupiter Media Metrix reports that travel advertising online has returned to 94 percent of its pre-Sept. 11 levels. A Rose-Colored View Thats great news for the majority of hospitality suppliers, but what does the resurgence mean for the luxury travel market? The rosy outlook has come through special deals and bargains for travelers that are creating a serious profit crunch for the luxury niche. In fact, Ernst & Young expects industry profits to tumble 18 percent to $18.4 billion this year, down from $22.5 million in 2000.

8mong many firsts for the group market, the new technology platform enables consumers to do something that other sites haven k allowed to book travel and accommodations for more than five rooms in a single online session. Featuring more than 56, 000 hotels, including 7, time group rates, Groople is primed to become the industry largest automated solution for unmanaged group leisure travel, a market estimated at $18 billion to $24 billion. Under its hosted inventory and commission models, Groople generates group bookings niche by niche for hotels and plans to add air, car, cruise, bus and rail later this year.

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based online travel company Desiya in a bid to capture a share in the online travel market. As per the agreement, MSN will provide travel bookings and services including travel services, including air tickets and hotel bookings for India and worldwide to its users through Desiya. "The online travel market has grown widely in the recent past due to low cost airlines and widespread use of internet in the country. So, there are huge opportunities present in this segment, " Rajnish, Digital Marketing Revenue and Strategic Business Head, MSN, said. "India is the fourth largest internet market in the world with about 40 million Internet users and is poised to capture the third slot globally by 2010."

Cheap Hotel Yet its no surprise that price-slashing practices benefiting budget or mid-tier travel may not be appropriate for luxury travel. Marketing discounted rates whether online or offline wont appeal to discerning luxury customers. And, sadly, should another catastrophic event occur, no amount of discount will ever get these customers back.

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Flight Booking Still luxury marketers need to search beyond their short list for new customers. And, without a doubt, digital marketing is the way to go. Along with getting the word out to new prospects, digital marketing enables luxury marketers to strengthen their identities, too.

Once you have booked and received your travel voucher, the contact details for the travel service operator will be on this voucher under the heading 'Important Information'.

Travel Agent Luxury Demands Service Throughout every point of the sales cycle, todays sophisticated leisure and business travelers seek a combination of service and style that makes them feel pampered. Pampering is the hallmark of luxury providers--a trait that affords world-class reputation and market premiums. From most angles, these providers maintain a lofty status. Despite their reputation for cutting edge person-to-person service, these same providers lag behind the travel industrys more competitive tiers when it comes to using the Internet.

Groople (www.groople.com), the leader in group travel planning, has partnered with Go10000, a travel focused development and hosting firm, to bring to market a new group collaboration site for the travel space. GroopVine will provide the solution to the complex communication and booking problems group travel planning can create. Enhancing the online travel space by combining the key elements of social networking such as invitations, forums, messaging, photos and video posting, with the best in online travel booking, GroopVine is the only place for group travelers to shop, plan and book together online.

Hotel Chicago Traditionally, luxury travel providers have viewed computerization as the antithesis of service and style, rendering online media an unacceptable marketing tool. However--with the current climate compounded by increased competition, rising operating costs, shortages in labor and the overall need to do more with less--digital media could not be a more potent tool if used correctly. In the case of luxury travel, technology can be used to strengthen the service encounter by improving delivery, consistency, reliability, accuracy and speed or efficiency. Is efficient and robust communication not a luxury? Marketers can gain rich knowledge by developing a new dialog with customers.

Online Booking Debunk the Myths
1. Digital marketing is not a quick and dirty substitute for direct mail.
2. Digital marketing is not always the least costly solution, but acquisition rates for digital marketing reach 2.5 percent versus 1 percent for direct mail.
3. Digital marketing does not alienate consumers from the personal touch. In fact, it can help define the value-added service that differentiates a luxury brand.
4. Digital marketing does not necessarily require a vast pool of consumers. Highly targeting niche segments proves to be the most effective technique.
5. Digital marketing is not an all-or-nothing proposition. Digital services can and should be scaled and tailored to customer needs and preferences.

Travel Health Insurance Success is in the Planning Just like any serious marketing effort, working with digital marketing requires a plan that is in line with the key strategies of a propertys business model. Luxury travel marketers first need to take a step back and think about the goals of their traditional media, and apply those goals to their digital campaigns.

Hotel Reservation A luxury hotel, for instance, would not be advised to embark on a sweeping email blast or promote deep discounts through Internet advertising. Neither tactic would efficiently bring loyal customers, although a few stragglers may come calling once or twice.

London Hotel Booking The typical goal of a traditional luxury marketing campaign is to reinforce branding, to overwhelm potential customers with the wow factor. Nevertheless, the savviest luxury providers know that they must offer substance along with brand-enhancing messages. One Chicago hotel provides customers who have arranged in advance for limousine transportation from the airport with a ``limousine menu.`` Their order is delivered to their room upon check-in. These amenities can easily and effectively be brought into online marketing for a more robust digital experience. A convenience, such as a limousine menu, could be made available to customers through email or even on the propertys Web site.

Discount Travel Meanwhile, a Las Vegas resort chose to make the online booking experience easier for travelers who prefer human interaction, by adding voice call capability to their email communications and Web site.

Orlando Hotel Fortunately, marketers dont need to realign the stars just because technology exists. Some of the most powerful upgrades include simply revamping online content to better outline valuable services provided or regrouping online content to reflect the convenience of an online concierge.

Booking Agency By Tim Stock and Marie Lena Tupot, scenarioDNA inc.

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