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VisitBritain step up online marketing
VisitBritain is continuing to invest in its e-commerce strategy with the introduction of a flight engine on its website as well as online shopping.
The flight engine will feature inbound flights to the UK from more than 500 airlines with product offered direct by carriers or through online agencies.
British Airways, Virgin, bmi, Opodo and Orbitz are among the participating companies. Low cost carriers will also feature.
VisitBritain said the engine will offer an impartial choice for consumers as no commission will be received. Users will be presented with a range of flights and taken straight through to individual websites once they click on an offer.
Director of commercial and marketing services Kenny Boyle said: “The new service is another element of VisitBritain’s online and CRM strategies to remain ahead of our competitors around the globe. It will further enhance our reputation as a national tourist organisation at the leading edge of marketing.”
The move further underlines VisitBritain’s focus on e-commerce which is key to its marketing strategy.
The organisation is now developing online shopping which is already a feature in Germany but will soon be rolled out globally.
It will sell a range of product and services including Oyster cards, books, maps and souvenirs.
Strategy and communications director Sandie Dawe said plans are also underway for the Great Britain Heritage Pass – which is only sold overseas – to be made into a smart card, enabling VisitBritain to effectively track customers, what attractions they visit and when.
“We will be able to pick up so much customer information,” she said. “We’ll be able to see where they went and follow it up when they get home by asking if they want to buy souvenirs from the online shop.
“It will enable us to build relationships with visitors in addition to giving us an additional revenue stream.”
She added VisitBritain was “beginning to be more commercial.”
Report by Steve Jones
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