OTA Analysis

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We will start to examine 3rd party reseller sites with OTAs - online travel agents. In class we talked about Expedia, Travelocity, Ebookers and Opodo. Your task- 1. Find an OTA to analyze 2. Identify their targeted customer group - do not say 'everybody' 3. What online customer services do they offer 4. How does your selected OTA's service differ from what can be found on Expedia 5. What types of customer communication methods does your OTA use 6. Who are the OTA's partners (not advertisers) 7. Put your response in www.slideshare.net and then embed in your blog. OK, I look forward to seeing your concise, insightful presentations online by Sunday.

Business Reisen

OTA Analysis www.romancetravelconcierge.com

1/ The OTA to Analyse http://www.romancetravelconcierge.com/ ,[object Object],[object Object]

2/ The OTA’s Targets ,[object Object],[object Object]

3/ Customer services ,[object Object],[object Object],[object Object]

4/ Expedia VS romancetravelconcierge.com ,[object Object],[object Object],[object Object]

5/ Customer Communication Methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

6/ Partners ,[object Object],[object Object]

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Studied the customer perception and their buying behavior towards Online Travel Agencies (OTA). Studied the challenges faced by OTAs to convert a potential buyer into a customer and the reasons why traditional agents are successful in spite of a strong emerging trend of buying online. Identified strategies, based on the results of market research and analysis through various models, that OTAs can implement in order to overcome advantages enjoyed by the traditional travel agents

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Online distribution for the hotel industry in Germany, Austria and Switzerland (DACH) is becoming increasingly important. On average, today in the DACH region already 27% of bookings are generated electronically in real-time through online booking agencies (OTA), hotel websites, global reservation systems (GDS), central reservation systems (CRS) of hotel chains and hotel cooperation or social media platforms. This represents an estimated turnover of over 7.5 billion euros. These are some of the results of a joint survey by the German Hotel Association (IHA), the Austrian Hotel Association (ÖHV) and the Swiss Hotel Association (hotelleriesuisse) in collaboration with the Institute for Tourism of the University of Applied Sciences Western Switzerland Valais (HES-SO Valais) in Sierre. The hotel associations of the three countries have measured for several years now in independent surveys market shares and developments in the respective distribution channels. For the first time, a uniform data set has been established with scientific support in Germany, Austria and Switzerland in order to analyze the overall developments in hotel sales in a transnational context. According to the study which was conducted between December 2011 and January 2012 and based on the responses of 1,400 hotels in Ger-many, Austria and Switzerland, online travel agencies (OTA) have reached a market share of 19% (D-A-CH). OTAs dominate electronic distribution with the proportion in Germany (20%) exceeding those of Switzerland (16%) and Austria (13%). The trend towards online booking channels is unbroken, while both traditional direct sales and sales generated by tourism partners (e.g. travel agencies, tourism organizations) are constantly declining. Hotel Reservation System (HRS), Hotel.de and Booking.com are the most widely used OTAs in Germany, Austria and Switzerland. Booking.com with 43% in Austria and 53% in Switzerland is the dominant platform in these countries.

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