Study Of An OTA Site

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Study Of An OTA Site

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

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