With the development of the globalization, travelling has become almost common. But the main problem remains the price: hotel, food, activities, and especially, the transport. But at which price?
Long-distance transportation has increased. Today, week-ends gateway are very much appreciated by families, couple or groups of friends, in France or abroad.
Continuer la lecture de Long-distance bus trip: a cheap way to travel
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.
Continuer la lecture de The impact of e-commerce on travel agencies
Saint-Barthelémy and Saint-Martin are two paradisiac French islands of the Caribbeans where millions of tourists decide to spend their holidays every year. There, most of the population depends on tourism (shops, restaurants, hotels…). Since the Irma Hurricane, the damages are drastic : 95% of the infrastructures in the Saint-Martin island have been destroyed.
In addition to no longer having any possessions even their house, the inhabitants of Saint Barth have no more infrastructures nor tourist attractions in order to bring tourists back, and thus to rebound economically.
For Gilbert Cisneros, president of the tourism agency « Exotismes », specialized in tropical destinations, the scale of the disaster places the two islands in an unprecedented situation.
The Caribbeans always had an excellent reputation in terms of a paradisiac destination. Thanks to the unique landscapes, these islands focus themselves on luxury. But these disasters to do with the climate will frighten tourists who will not think twice to change their holiday destination at a time when these islands would need them the most.
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.
More and more connected travelers, especially young travelers under the age of 35, do not hesitate to consult the Internet on their smartphone to prepare a trip and then share their experience from their mobile.
First, it is important to understand what 15-34 year olds do on their mobile. Snapchat is a worldwide social media platform used by many young people today. It has one hundred million users worldwide. This specific media was the most downloaded free application in 2014 in the United States after Facebook Messenger, (as the most used social network).
What kind of attitudes are adopted on mobile phones to better target and appeal to young customers?
Here are four tips we can give you:
- Adapt your communication to your smartphone: so play on the virality of communication through photos, videos, sharing …
- Last minute offers, (very popular), must also be available on mobile.
- Adapt your website to a more mobile use, via a mobile site or an application. This responsive design allows the user to « automatically » upload your website to a different media.
Over a year ago, Eurostar launched a new « SNAP » offer.
The aim? When connecting to the online service, the traveller can chose their destination and travel date, all while indicating whether they prefer a leaving in the morning or in the afternoon. Two days before departure, Eurostar sends the customer their allotted time schedule. Unlike a customer that pays the full price and can chose what time their train will be, Individuals using Eurostar Snap cannot chose a specific hour. Fortunately for them, prices are therefore considerably reduced.
To advertise this new service, social networks were the brand’s top priority. Their main target are young students frequently travelling to and from London and Paris. The campaign was mainly launched on Facebook and Instagram. To put forward their promotion, they collaborated with the famous live streaming platform, Youtube.
Very little communication has been made around this up and coming concept. If you go on Eurostar’s website, you will not find this offer anywhere, unless you have already been informed about it. It never appears on the website.
So, despite the fact that the offer is very interesting and approachable, the company does very little advertising. It could attract many people and a new clientele who would not have the means to afford a classic ticket but it seems to be reserved exclusively for the frequent travellers. Perhaps this is due to their offer that appears only on their Facebook account, or maybe just by word-of-mouth.
Did EUROSTAR purposely remain discreet with this offer or was it always only reserved for certain users and at certain times of the year?
We will never know, but we believe that it is not very good communication.
From the 1950’s to the 1990’s, Club Med was the leader and pioneer of all-inclusive holidays. Creating both a warm and cheerful atmosphere, they organised a lot of animations, outdoor sports, as well as a generous treat yourself lunch and luxurious swimming pools. The whole package was a revolution for travellers around the world.
But then, with the rise of consumerism and the appearance of competition, Club Med became weaker. Their opponents: Marmara, Tom Cook, Lookea. These agencies suggested the same services for a lower price.
With the economic crises in 2008, Club Med definitely lost their position in the top rank and became quickly surpassed by the other agencies. The gap is between them is huge today, Club Med is seen as an expensive and premium service, whereas tourists today are more eager to discover other countries in a much more immersive experience such as couch surfing, or AirBnB.
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?