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Analyzing An Online Travel Agency
- 1. ANALYZING AN ONLINE TRAVEL AGENCY www.luxurytravel.com
- 2. I- TARGETED CUSTOMERS Worldwide customers Higher purchasing power than average hotel customers Leisure travellers (i.e. Non-business trips) “sophisticated” customers who want to make the most of their trip Customers who are not looking at saving money or booking special deal packages
- 3. II- ONLINE CUSTOMER SERVICES OFFERED Searchinghotel rates and featured packages Redirectingcustomers to the hotels’ websites Bookingis made on hotels’ and partners’ websites « Concierge » section : enables the customers to get extra information on theirplanned trip : flight and train bookingwebsites, guided tours and sightseeingbookings, etc. « City Guide Tour » section : maps and information on the city + redirection to booking pages Possibility to sign up for the newsletter
- 4. III- HOW THE SERVICE DIFFERS FROM EXPEDIA 1- Design of the website: Expedia is pratical / Luxury Travel is aesthetical:
- 5. EXPEDIA.COM
- 7. 2- Focus: Expedia insists on deals and saving money / Luxury Travel on planning luxury trips 3- Travel purpose: Expedia offers both leisure and business travel / Luxury Travel is just for leisure 4- No reward programme for Luxury Travel unlike Expedia
- 8. IV- CUSTOMER COMMUNICATION METHODS Attention to graphic details: slow motion animated images and words Wording suggests well-being and relaxation Emphasis on buying exclusivity: carefully selected hotels and partners, i.e. not under 5 star accommodation Recurrent key words: “luxury”, “treat yourself”, “quality”, “exclusivity”, etc. Impression of tailor-made vacation
- 9. V- WHO ARE THE PARTNERS? The website teamed up with selected international hotels brands: Four Season, Grand Hyatt, InterContinental, Ritz-Carlton etc. and other partners: Venice Simplon Orient Express, France Afloat, etc. These partners are 5 star or above hotels and service providers Luxury Travel displays rates and packages, and gets a commission when customers book on the hotels’ or partners’ websites