Analyzing An Online Travel Agency

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This is a short presentation of an online travel agency for my Hotel Business Online class

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Analyzing An Online Travel Agency

  1. 1. ANALYZING AN ONLINE TRAVEL AGENCY<br />www.luxurytravel.com<br />
  2. 2. I- TARGETED CUSTOMERS<br />Worldwide customers <br />Higher purchasing power than average hotel customers<br />Leisure travellers (i.e. Non-business trips)<br />“sophisticated” customers who want to make the most of their trip<br />Customers who are not looking at saving money or booking special deal packages<br />
  3. 3. II- ONLINE CUSTOMER SERVICES OFFERED<br />Searchinghotel rates and featured packages<br />Redirectingcustomers to the hotels’ websites<br />Bookingis made on hotels’ and partners’ websites<br />« Concierge » section : enables the customers to get extra information on theirplanned trip : flight and train bookingwebsites, guided tours and sightseeingbookings, etc.<br />« City Guide Tour » section : maps and information on the city + redirection to booking pages<br />Possibility to sign up for the newsletter<br />
  4. 4. III- HOW THE SERVICE DIFFERS FROM EXPEDIA<br />1- Design of the website: Expedia is pratical / Luxury Travel is aesthetical: <br />
  5. 5. EXPEDIA.COM<br />
  6. 6. LUXURYTRAVEL.COM<br />
  7. 7. 2- Focus: Expedia insists on deals and saving money / Luxury Travel on planning luxury trips<br />3- Travel purpose: Expedia offers both leisure and business travel / Luxury Travel is just for leisure<br />4- No reward programme for Luxury Travel unlike Expedia<br />
  8. 8. IV- CUSTOMER COMMUNICATION METHODS<br />Attention to graphic details: slow motion animated images and words<br />Wording suggests well-being and relaxation<br />Emphasis on buying exclusivity: carefully selected hotels and partners, i.e. not under 5 star accommodation<br />Recurrent key words: “luxury”, “treat yourself”, “quality”, “exclusivity”, etc.<br />Impression of tailor-made vacation<br />
  9. 9. V- WHO ARE THE PARTNERS?<br />The website teamed up with selected international hotels brands: Four Season, Grand Hyatt, InterContinental, Ritz-Carlton etc. and other partners: Venice Simplon Orient Express, France Afloat, etc.<br />These partners are 5 star or above hotels and service providers<br />Luxury Travel displays rates and packages, and gets a commission when customers book on the hotels’ or partners’ websites<br />

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