OLINE TRAVEL AGENCIES ANALYSIS CASE STUDY : OPODO 1
Table of contents
Opodo : business description pages 3-4
Customer group target pages 5-6
Opodoonline customer services page 7
Opodo’s competitors page 8
Communication strategy pages 9-13
Opodo’s partners pages 14-16
Business description Opodo is a pan-European OTA launched in November 2001 in 2001. The french website (www.opodo.fr) was launched in April 2002. It was created by nine of Europe's leading airlines - AerLingus, Air France, Alitalia, Austrian Airlines, British Airways, Finnair, Iberia, KLM, Lufthansa and Amadeus. The name Opodo is the abreviation for “opportunity to do”. Opodo is now implemented in France, Germany, United Kingdom, Italy, Denmark, Sweden, Norway, Finland, Belgium, Spain, Switzerland, and Austria. The mission statement of Opodo is to offer to travelers a competitive price online travel service, with access to flights from over 400 airlines, 30,000 hotel properties and a worldwide fleet of over 750,000 hire cars, as well as travel insurance. 3
Customer groups target 5 Travelerspreparingtheirtravels (choosingtheir destination/ looking for priceadvices/ destination information and tips). Travelerswho are willing to perchaseonline.Theyfeelsecure about perchasing online. Travelerssearching for good deals by comparingprices online, searching for promotions. Non travelerssearching for ideas for theirtravels and lookingatprice range. Travelerssharing theirexperience. On Opodo’s blog
According to 2009 Opodo’s 6th French Barometer : Internet users travel more than the others.Their socio-economic characteristics (younger, more urban, higher income) are that French Internet users are still the champions of online travel: 74% of the French who have traveled in 2008 are Internet users.
France has 33.2 million Internet users, representing 64% of the French population aged 15 and over.
Opodo’scompetitors 8 The 2 main competitors of Opodo on the european OTA market are Expedia and Lasminute. Concerningtheir main services Opodo, Expedia and Lasminute have practically the sameoffer(hotel, flight booking, activities, travel packaging…) and the samepositioning: providingqualitytravelproducts to the best price. However, Opodoo has developedcompared to itscompetitorsa large range of social media services with the launch of their blog, theircommunity ‘’Oh my globe’’ and theirtwitteradress.
Customer’s communication strategy The main strategyofOpodoconcerningcustomer’s communication methodsis : Social media communication. Opodo social media communication:
Opodo’s blog (http://blog.opodo.fr/) : the blog providescustomersreviews, news about Opodo, destination, airlinecompanies), advices and tipswhen travelling abroad…
Opodocommunity:’’Oh myblog’’ (http://www.ohmyglobe.com/). The community « Oh my blog » isused for customers to sharetheirreviews, theirtravelexperiences : sharing photos, comments, advices…
Opodotwitter(http://twitter.com/Opodo_UK). The twittersitegives information about the lastest news concerning the differentproducts(flight, hotel promotion, last minute flight tickets…)
The advantages of using social media strategy 10 1: Company’sadvantages 2: Customer’sadvantages
Opodo’spartners 14 OPODO OWNERS 1- Amadeus (Global Travel Distribution System) owns 50% shares of Opodosince 2004. Amadeus is the world leader in traveltechnology and hismainlyused by travelagencies for flight, ticket booking… 2-Europe's leading airlines - AerLingus, Air France, Alitalia, Austrian Airlines, British Airways, Finnair, Iberia, KLM, Lufthansa and Amadeus OPODO SUBSIDIARIES 1- Promovacances : an OTA mainlyspecialize a travel packaging. 2- Karavel : an other OTA, which has a range of productsdedicaded to luxury. OTHER PARTNERS 1-Airlinecompanies : 400 airlines 2- Hotels and hotelchains: 30 000 hotels 3- Tourim office