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Posts Tagged ‘industry’

Travolution Summit in London last month published Lastminute.com CEO Ian McCaig, a warning that the online travel industry matures, product and price differentiation that “close to zero.” When Ian McCaig is correct in its assessment, it is important to understand what other factors should be considered as price and product in the world of business and hospitality in the near future. Driven marketing and communications services. Marketing communications should shift the focus of a mass audience on a leash monologue existing service approach that recognizes the active participation of consumers in shaping a brand.

While the consumer has always been involved in shaping brand attitudes across networks, as word of mouth, has its online equivalent, consumer-generated content increases because of their high visibility and networking. Jupiter Consumer Generated Content relation to the growth of consumer-generated content has had a disproportionately large and can have serious effects on brand communications. This is despite the fact that ‘passive’ the majority of European surfers do not publish their ideas online. In fact, 92% of Europeans through the drafting of the Jovian system from your online visitors are asked to enter online, but most passive (53 percent), “silent” and non-surfers to create content. Only 23% said application, such as surveys and contests, and 24% percent are spontaneously taxpayers to Web sites or post in online forums to follow.

Although the number of taxpayers is currently low, their impact and influence can be dramatic. Although the reputation management programs have been widely prescribed as the solution to handle this type of interaction is a short-term solution. A recent survey of a representative sample of 1,500 British adults between 16 carried out between February 20, 2007 February 27, 2007, and is compatible with the need to go beyond reputation management programs. The survey shows that 58% of British consumers online instantly turn to a competitor when they see negative reviews of a tour operator in search engines. Another 42% leave their search altogether.

This dynamic only increases the influence that consumers are increasingly exposed to peer-produced content with professionally produced copy of the search engines and content sites.
The reality is that there are always positive and negative comments. Although the temptation is to control riots and customer loyalty (or fuel to avoid exposure to a mass audience), the key to the feeling of comments is to be understood. Constant monitoring and proactive consumer confidence to make adjustments for the delivery of products and services is the solution. A perfect example of this approach will have on Avis customers through an extensive program of Insight Consumer Generated taken shape in the form of his new blog platform wetryharder.co.uk shown. Recognizes the content and mood of the message is as important as the volume of people coming.

While service-oriented marketing and communication are essential, it is generally only one variable in the equation. The second variable of travel agents and hospitality are what to focus defined as the value of commitment. The usability of the obligation to deliver an excellent user experience of commitment is to ensure – by all means, including the Internet, call centers and stores. The reality is that successful communication, said about the fulfillment of a promise of the brand. A positive experience in a reservation online or call center can make a difference on the price. As with the marketing and communication, commitment to try to provide customer service and support instead of trying to increase sales.

The third dependent variable of these two variables is customer service. While customer service is often seen as a store next year purchase of equity, brand, or sent in the audiovisual sector is an essential element to enhance the conversion, repeat business, loyalty and ultimately the return on investment. After the experiences and information services affordable and useful, it will be memorable and precious. Should, according to the definition of customer service, Forrester Research has focused on three principles: obsessive customer needs, strengthen the brand with every interaction, and treat customer experience as a competitor, not a function. No single factor alone can ensure success in the travel and hospitality. A combination of service-oriented marketing and communications, the value of commitment and service to the customer, along with the price and the product will ensure that they meet customer needs and realized investment.