Online accounted for 40% of total travel bookings last year, and is expected to represent 56% by 2010, but a new study by Eye for Travel Research has some suggestions for e-marketers who want to see continuing growth.
The study attributed continued growth to “the achievement of significant broadband penetration levels, the evolution of several electronic payment methods, increasing confidence arising from internet security initiatives, and online awareness created by OTA and suppliers.”
But some of the improvements suggested in the study include:
Ø Increased spending on technology to improve web site performance, exploit up-and cross-selling and channelize e-CRM initiatives.
Ø “Implementation of e-security programs is of the utmost importance to address consumer fears about online identity theft and credit card security,” the report says.
Ø Complete product offerings on the net that allow customers to make advance bookings for all activities of their choice.
Ø Continued tie-ups with retailers to gain instant access to their loyalty databases and their demographics.
Report by David Wilkening
