jeudi 3 décembre 2009

03/12 In Class Exercise : the characteristics of OTAs

1. Customer reach

According to the destinations, hotels (chains, individuals...) the top activities and the promotions offered on their websites, the OTA's can target a specific clientele (leisure or business...).
For example, Orbitz is more oriented in leisure customers since the top destinations are Las Vegas, Hawaii, Orlando and Anaheim...

2. Customer communication methods

The OTAs can first communicate on their partners websites.
For example, Expedia are communicating on the SNCF website.
They can also buy advertising space on other websites.
They can create on account on different social network sites like Facebook and Twitter.
They can offer a newsletter program to their customers.
Finally, they can make their promotion during special fairs.

3. Types of products

All the OTAs are proposing packages combining hotels and transports. These services can also be booked individually. People can also buy special insurance linked to their travel.

4. Special Promotion capabilities

Best rates, mysterious sales, last minute offers, deal detectors (alert),special conditions packages (3 nights at the price of 2).
Orbitz also proposes a special assurance : If another Orbitz customer books the same pre-paid hotel as you for less, you'll get a cash refund for the difference automatically.

5. Online booking conditions and fees

The OTAs define the conditions of booking with the hoteliers and the fees are defined in the contract.
We know that Orbitz doesn't ask for any fees for the flight tickets.

6. Affiliate programs

Yes. OTAs can be affiliated to different affiliation programs with car rentals...

7. Affiliate programs payment structure

An OTA ca, put a ban leading the clients to another website. If these clients buy something on this site, the OTA will receive a commission.

8. Info for hoteliers

In some OTAs hoteliers can find information that will help them take the decision to join the OTA.
For example, Expedia has made a video

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