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Web creates ‘fundamental switch’ in brochure viewing
The introduction of online electronic brochures has led to a 90% decline in requests for traditional paper brochures from operators’ websites, it is claimed today.
Operators such as Exodus, Page & Moy, Superbreak and TrekAmerica are making significant cost savings and figures show that the average user is now staying with these websites an extra five minutes, opening up numerous sales and marketing opportunities, according to www.onlinetravelbrochures.com.
The company’s system allows users to search by holiday category, destination or hotel without the need for downloads or additional software. It has agreements with 80 operators to feature more than 400 brochures following a strategic alliance with Digital Alternatives.
Managing director Paul Green said: “The figures speak for themselves and show a fundamental switch in how agents and holidaymakers are willing to view travel brochures. It cannot be denied that the brochure is more readily accessible and people are responding to this fact.
“It is time for those lagging behind to accept and embrace the new technology or face a massive problem getting their product into the marketplace. The accessibility, potential price savings and marketing opportunities for every tour operator are to be ignored at their own peril.”
Report by Phil Davies
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