Opodo OTA : Case study


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Opodo OTA : Case study

  2. 2. Table of contents<br /><ul><li>Opodo : business description pages 3-4
  3. 3. Customer group target pages 5-6
  4. 4. Opodoonline customer services page 7
  5. 5. Opodo’s competitors page 8
  6. 6. Communication strategy pages 9-13
  7. 7. Opodo’s partners pages 14-16</li></ul>2<br />
  8. 8. Business description <br />Opodo is a pan-European OTA launched in November 2001 in 2001. The french website (www.opodo.fr) was launched in April 2002.<br />It was created by nine of Europe&apos;s leading airlines - AerLingus, Air France, Alitalia, Austrian Airlines, British Airways, Finnair, Iberia, KLM, Lufthansa and Amadeus. <br />The name Opodo is the abreviation for “opportunity to do”.<br />Opodo is now implemented in France, Germany, United Kingdom, Italy, Denmark, Sweden, Norway, Finland, Belgium, Spain, Switzerland, and Austria.<br />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.<br />3<br />
  9. 9. 4<br />
  10. 10. Customer groups target<br />5<br />Travelerspreparingtheirtravels (choosingtheir destination/ looking for priceadvices/ destination information and tips).<br />Travelerswho are willing to perchaseonline.Theyfeelsecure about perchasing online. <br />Travelerssearching for good deals by comparingprices online, searching for promotions.<br />Non travelerssearching for ideas for theirtravels and lookingatprice range. <br />Travelerssharing theirexperience. <br />On Opodo’s blog<br /><ul><li>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.
  11. 11. France has 33.2 million Internet users, representing 64% of the French population aged 15 and over.</li></ul>Source: http://blog.opodo.fr/2009/4/1/barometre-opodo-crise-vacances-francais.aspx<br />
  12. 12. Evolution of the french Opodo’smarket<br />6<br />
  13. 13. Online customers services<br />7<br />
  14. 14. Opodo’scompetitors<br />8<br />The 2 main competitors of Opodo on the european OTA market are Expedia and Lasminute.<br />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. <br />However, Opodoo has developedcompared to itscompetitorsa large range of social media services with the launch of their blog, theircommunity ‘’Oh my globe’’ and theirtwitteradress. <br />
  15. 15. Customer’s communication strategy<br />The main strategyofOpodoconcerningcustomer’s communication methodsis : Social media communication. <br />Opodo social media communication:<br /><ul><li>Opodo’s blog (http://blog.opodo.fr/) : the blog providescustomersreviews, news about Opodo, destination, airlinecompanies), advices and tipswhen travelling abroad…
  16. 16. Opodocommunity:’’Oh myblog’’ (http://www.ohmyglobe.com/). The community « Oh my blog » isused for customers to sharetheirreviews, theirtravelexperiences : sharing photos, comments, advices…
  17. 17. Opodotwitter(http://twitter.com/Opodo_UK). The twittersitegives information about the lastest news concerning the differentproducts(flight, hotel promotion, last minute flight tickets…)</li></ul>9<br />
  18. 18. The advantages of using social media strategy<br />10<br />1: Company’sadvantages<br />2: Customer’sadvantages<br />
  19. 19. 11<br />
  20. 20. 12<br />
  21. 21. 13<br />
  22. 22. Opodo’spartners<br />14<br />OPODO OWNERS<br />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…<br />2-Europe&apos;s leading airlines - AerLingus, Air France, Alitalia, Austrian Airlines, British Airways, Finnair, Iberia, KLM, Lufthansa and Amadeus<br />OPODO SUBSIDIARIES<br />1- Promovacances : an OTA mainlyspecialize a travel packaging. <br />2- Karavel : an other OTA, which has a range of productsdedicaded to luxury. <br />OTHER PARTNERS<br />1-Airlinecompanies :<br />400 airlines<br />2- Hotels and hotelchains: 30 000 hotels<br />3- Tourim office<br />
  23. 23. 15<br />
  24. 24. 16<br />