2. Air France
Five French airlines merged to form Air France in 1933.
Operating at Paris-Charles de Gaulle hub.
By 2007,Air France served 185 destinations in 83 countries and its
total fleet size stood at 383 aircraft.
In 2004, Air France and Netherlands based KLM joined forces and
created the sky team global alliance.
The Air France –KLM group employed a work force of 1,50,000,the
group carried the most scheduled international passengers, flying to
225 destinations in 109 countries.
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3. E-commerce for travel
According to TIA , consumers going online to research and book
travel increased 263 % between 1996 and 2005.
U.S broadband household connections increased 5million to
41million in between 2000 and 2005.
U.S travel online bookings :
2005- 30% of total
2004- 20% of total
2002- 15% of total
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4. Travel Industry
Direct web sites:
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Attractive destinations
Real-time information
Customer loyalty programs
Aggregators :
Full travel packages
Lowest price searches
Meta search sites :
Don’t offer transaction services
Consolidated results
5. Search engine marketing (SEM)
SEO
Organic improvement
Improves the relevance(URL)
Makes appear higher on SERP
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Pay per click or sponsored
Bid on keywords
Geo targeting
Easily measurable
Campaign driven
7. Strategy for Air France across search engine
publishers
Google : should opt SEO because Google follows cost per click and
click through rate.
MSN
: since MSN follows pay per click approach , its better to go
for bidding of keywords
Yahoo
: Since yahoo follows content matching approach, its
better to go for bidding of keywords
Kayak
: Should opt SEO
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8. How can Campaigns be improved
Geo targeting
Pay per click ( traceable )
Can change the keywords based on most clicked and can achieve
more transactions
Should add branded keywords based on consumer behavior (ppc)
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10. How should SEM campaigns be structured?
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Metasearch companies
consumer behaviors have shifted to economy classes
people’s familiarity with traveling has increased
The
prominence
of
Metasearch
site
like
Kayak
will
increase, as people turn to websites that are known for
providing low cost options
Region campaigns
