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Res-Expo finds travel trends
In travel, some form of emotions in marketing works best. And look for online event bookings to continue on the fast track.
Those were two trends at the Res-Expo in Dallas, where “the big news was that generational change is rapidly reshaping the internet travel booking process and iPod-wearing kids with back packs are not driving the transformation,” said Michael Squires, president of the hospitality consulting firm Softscribe Inc.
He pointed out that several speakers urged travel sites to have an emotional sales component. Women and young travelers particularly search on activities, not hotels and carriers.
“Travel distribution partners who want to grow with the changing online market must offer a balance of information on their sites. That includes an emotional component that extends beyond pricing, chain and carrier metrics,” said Mr Squires.
Another trend was the 43% increase in online event bookings. He said that calls for more efforts at group rate optimization.
“The combination of contractual relationships, the desire for future business, forecasting incidental group revenue and internet booking cancellations has made group forecasting complex,” said Jon Higbie, senior scientist and consulting services director for Manugistics.
Report by David Wilkening
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