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Study Of An OTA Site
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Study Of An OTA Site

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Study Of An OTA Site Study Of An OTA Site Presentation Transcript

  • Study of an OTA site: BookIt.com
  • General Overview
    • BookIt.com is an online travel company whose objective is to offer the most intuitive online booking experience
    • The website wants to propose to its guests relevant information and tips for their travel
  • Targeted Customer Group
    • They target a specific clientele wishing to travel to specific destinations:
    • USA, Caribbean, Mexico and Central America.
    • Consequently, we can divide the targeted customer group into 4 different kind of personas
    • Proposing several types of group, they proove they want to adjust their offer to the demand of their clients
  • Persona 1
    • 16-27 years old Americans
    • Their experience is oriented by a cheap price, an efficient and fast booking, tips for their stay – especially concerning nightlife
    • In the rank dedicated to ‘groups’, the website proposes different categories: bachelor parties, school trip, scoot camp, class reunion, fraternity/sorority
    • Special offers, discounts and last are required
  • Persona 2
    • 29-40 years old American business travelers – MICE segment
    • Their experience is oriented by a reasonable price, an efficient booking, dedicated facilities, sport activities for team building
    • In the rank dedicated to ‘groups’, the website proposes the following categories: reunion, convention, corporate incentive travel, business meeting, work crew
  • Persona 3
    • Retired, senior Americans
    • Their experience is oriented by: cultural or environmental attractions
    • In the rank dedicated to ‘groups’, the website proposes different categories: bus, theater, charity event, association
    • Propose destinations that offers beauty spots, many places of interest.
  • Persona 4
    • 27-55 years old worldwide working customers
    • Their experience is oriented by a travel agent with a perfect knowledge of the country, all inclusive offers
    • Young couples looking for a honeymoon stay, holidays in family in all inclusive resorts for family holidays.
  • Customer Services
    • They propose BookIt travel guides divided into different categories: travel guide (with general information), attractions, restaurants, nightlife and shopping.
    • Special offers: for instance, the current ‘72-hour November closeout sale’
    • Efficient and fast booking for customers who already knows where he wants to go, when…
    • Trip suggestions to the customer who is looking for one
    • A selection of articles related to travels
    • A customer support with every contacts that may be needed and a FAQ section.
    • BookIt.com
    • A better customer support, more developed
    • Specific travel guides, accessible on the main page
    • Search by favorite airport and a comparison between 3 of them
    • A design more modern
    • Use of FROM technology
    • A free service of pay delay
    • Expedia.com
    • A direct access to save one of the ‘top travel deals’ on the main page
    • Part of the website is entirely dedicated to business travel with an access on the main website page
    • A better possibility to register, creating an account but also saving the travels or favorite itineraries
    Comparison with Expedia service
  • Customer Communication Method
    • A newsletter, sent to every customer who signs in, receiving special offers and vacation deals
    • Consequently, we can divide the targeted customer group into 4 different kind of personas
    • Proposing several types of group, they prove they want to adjust their offer to the demand of their clients
  • BookIt Partners
    • FROM (Fast-Relevant-Origin-Method) Technology, available only on this site.
    • It is a pricing technology, patent –pending at the present time, to fix three huge problems on OTAs’ site: slowness, irrelevance and the search method ‘by destination’
    • 20 cruise lines
    • Hotel
    • Airline companies