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Channel planning: harder than tri-dimensional chess?
Dimensions to consider:
Reach Ease of comparison Cost of sale Brand reinforcement Relationship potential Customer preferences Customer satisfaction Product type Decision context Buying process stage Technology choices Scalability
Information economics affect channel strategy
Reach: Connectivity
Richness:CapacityCustomisationInteractivity
Face to Face Sales
TV Advertising
XML, Web Services,Recommendation
engines etc
Online travel agents’ value
Value to customers+ Price+ Choice+ Control+ Information+ / – Customer service– Advice– Payment options
Value to suppliers
+ Efficient reach
+ Customer access
+ Market demand feedback
+ Sales expertise / innovation
+ Outsourced customer support
+ / – Quality of representation
– Loss of relationship control
– Commissions / fees
Web is widely used source of information
21%
10%
11%
24%
18%
22%
29%
14%
25%
15%
6%
35%
23%
12%
22% 13%
24%
16%
0% 10% 20% 30% 40% 50% 60%
Brochures
The Internet
Agency shop staff
Brochures
The Internet
Agency staff
Brochures
The Internet
Agency shop staff
Finding final choiceOther research
% using ... for any research
NB data relates to package / accommodation purchases
Web’s role in holiday planning
41%
29%
28%
24%
5%
36%
29%
28%
25%
16%
0% 10% 20% 30% 40% 50% 60%
Any research
Initial ideas
Comparing offers
Finding final choice
Booking
Air package
Independentaccommodation
NB data relates to package / accommodation purchases
Web becomes part of the process
30%
15%
13%
12%
7%
4%
10%
9%
10%
10%
5%
4%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Used an online search engine to find travel Websites
Emailed or used a Web site form to request furtherinformation (e.g. availability, prices)
Printed out information from a Web site to help mewhen phoning or visiting a travel agent
Phoned the company whose Web site I had beenlooking at
Registered my details or preferences with a travelWeb site
Responded to an email offer or a newsletter byclicking on a Web site link or emailing back
For last holiday planning
Previously but not lasttime
% of adults
Base: All adults who have taken a holiday since May 2002, July 2003
Browsing and booking trends
23%
5%
20%
35%
10%
49%
0% 10% 20% 30% 40% 50% 60%
Researching theirholiday
BookingPackage/accom
Booking a Flight
2001
2003
Base: Adults who took a holiday in the previous 12 months
% adults who cited PC Internet as method of … for last holiday purchase
Brochures’ role in holiday planning
79%
72%
60%
48%
38%
34%
26%
18%
0% 20% 40% 60% 80% 100%
Any research
Initial ideas
Comparing offers
Finding final choice
Air package
Independentaccommodation
NB data relates to package / accommodation purchases
Agency staff role in holiday planning
56%
37%
39%
35%
9%
5%
5%
3%
0% 10% 20% 30% 40% 50% 60%
Any research
Initial ideas
Comparing offers
Finding final choice
Air package
Independentaccommodation
NB data relates to package / accommodation purchases
TV’s* role in holiday planning
13%
11%
6%
2%
3%
3%
0%
0%
0% 5% 10% 15% 20% 25% 30%
Any research
Initial ideas
Comparingoffers
Finding finalchoice
Air package
Independentaccommodation
* programmes/ads only
NB data relates to package / accommodation purchases
2001 2002 2003 2004 2005 2006 2007 2008
Other bookings
Booked by or for PC Web user but not browsed online
Browsed but not booked online
Booked online
All Holiday and VFR trips taken by UK Nationals (000)
All Leisure Travel
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
2001 2002 2003 2004 2005 2006 2007 2008
Other bookings
Booked by or for PC Web user but not browsed online
Browsed but not booked online
Booked online
Full Flight-based International Independent Trips (000)
Leisure air travel subsegment forecast
20,000
18,000
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
Leisure travel channels ecosystem - 2003
Independent high street travel agent
Mass market
Niche
Low High
Shopper confidence
Seller focus
Tour operator ownedtravel agent
Lates specialist eg Teletext, Cheapflights, Bargainholidays
Direct supplier sites eg Holiday-inn, easyjet, BA.com
General online travel agent eg Expedia, Opodo, Travelocity, ebookers
Ideas aggregator eg Lastminute.com
Specialist tour operators
Destination portals
TV travel channel
TV travel channel
Channel shifts 2004-2007 Mass market
Niche
Low High
Shopper confidence
Seller focus
Independent high street travel agent
Direct supplier sites eg Holiday-inn, easyjet, BA.com
General online travel agent eg Expedia, Opodo, Travelocity, ebookers
Ideas aggregator eg Lastminute.com
Specialist tour operators
Destination portals
Tour operator ownedtravel agent
Lates specialist eg Teletext, Cheapflights, Bargainholidays
TV travel channel
Leisure travel channels ecosystem - 2008
Independent high street travel agent
Mass market
Niche
Low High
Shopper confidence
Seller focus
Teletext, Cheapflights,Bargainholidays
Direct supplier sites eg Holiday-inn, easyjet, BA.com
Specialist tour operators
Destination portals
Ideas aggregator eg Lastminute.com
General online travel agent eg Expedia, Opodo, Travelocity, ebookers
Tour operator owned
travel agent
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