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The impact of e-commerce on travel agencies

Within a few years, tourism and travel have become the most widely represented sector on the internet. In fact, the domain owes it’s success to the integration of the Internet culture into our daily lives because it is in perfect harmony with the habits of today’s consumer society. But the success of the Internet is due to it’s users: that means us, also known as « generation X ». Travel agencies  popularity are gradually increasing and this trend is far from fading. Thanks to the Internet any information a traveler requires is available 24/7. Consumers are becoming  experts when searching the best within this domain, therefore, they become extremely demanding. All of this occurs without the individual even needing to leave their homes.


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Travel agencies

Travel agencies are constantly evolving in order to adapt themselves to a market undergoing many changes. More so, the  competition in this domain is constantly increasing.

One of travel agencies best-known techniques is the proposal of specific packages to their guests: Half price, Full price, only breakfast included …. However they suggest their menu, the agency may choose to market it’s product on a real or virtual place of sale. This technique has many positive points since the agency no longer has to manage the service, nor the confirmation of sale.

But agencies have many other techniques in order to achieve purchase. For example: the promotion of certain destinations or even de-stocking. This contributes to the communication of the agency and allows a real incentive for the customers to buy. In addition, like many other areas, the Internet is used to send offers or catalogues with great cost reduction. The agency’s products will be marketed on their website. Recently, it has been proved that the website is one of the most effective means of communication. But despite this, the agencies must not neglect their windows, which are equally as important.

We find that all agencies offer their products in the same manner, have very similar offers, so they need to differentiate themselves from each other. This differentiation can be done by original offers, high-end customers, customised websites … But also by the greeting and the service reserved to customers as soon as they walk through the door. An important point for an agency is the development of  it’s contacts with hotels, restaurants, centres of well-being and airlines that participate in the realization of the packages and make it possible to offer an attractive offer to customers.

It is important today for an agency to stand out because customers are looking for more and more bargains and with the rise of competition they become less and less faithful. Travel agencies must not forget to hold on to their customers in any way possible. This is an essential point now.


When a travel agency makes fun of a virtual reality

Surfing the waves in Bali, toasting at the Oktoberfest in Munich, learning yoga in Phuket … in the campaign by TBWA Raad, everything is possible without even moving from your living room. All this thanks to a virtual reality mask. And judging by the enthusiasm of the users, the simulation seems convincing.

Virtual reality: a technology that now, few people have tried, and yet is the only thing people seem to be talking about nowadays. However, the travel company Dnata Travel, supported by the TBWA \ RAAD agency, does not share the same enthusiasm. Their campaign mixes videos and print and demonstrates the ridiculousness of the trend: that recalls with humour and self-derision to the audience that a virtual trip will never replace real life.

Brands are decreasing because they are unable to adapt themselves due to a virtual reality. With examples sometimes successful, such as that of Audi: with their campaign offering to their customers the chance to create their own circuit. Dnata Travel is a highlight to it’s service. The journey here is shown as a visual experience, but also sensorial, experimental and social. The simplicity in the aim of the campaign makes the message even more explicit: « The real journey, is better. « 

What’s better for a travel agency than to convey a humorous image by insisting on the happiness of traveling and feeling all the sensations for real while surfing on the current technological trends that make the buzz?