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1、The State of the On-Line Travel Marketplace European Tour Operators Association,Peter Franz,1,The eCommerce revolution continues to expand its penetration in households across Europe:,2,The Online Travel Market Spend is forecasted to triple in the European Market and Double in the US Market in the n
2、ext 4 years,Online leisure travel purchase is forecast to double to $49.8bn by 2007,Online Travel market ($US bn),$27.8,$34,$44.8,$39.5,$49.8,Total Online Travel market ($US bn),Forrester Research predicts online travel expenditure in the UK will hit $3bn in 2003 and $9.6bn in 2007, by which time it
3、 will account for 20% of the travel industry. The UK is the 2nd largest source market for Tour Operators.,Total Spend (millions),Total European Online Spending per Category. Online leisure travel purchase is forecast to triple to 26bn by 2007,Sources: Jupiter.,3,With the key markets of the UK and Ge
4、rmany accounting for 50% of this spend within Europe,Total European Online Spending By Country,Total Spend (millions),Sources: Jupiter.,4,The eCommerce revolution has driven change in Customer Habits and choice within the travel industry,Self Assembly of Holidays Customers are using the internet to
5、tailor their own holiday choices,Disintermediation of distribution channels Many customers have removed the middle man, precipitating price cuts and putting pressure in margins,Increasing competition A saturated market means that agents and travel websites must differentiate their offering and custo
6、mer service to ensure success,5,Another eCommerce revolution is waiting to happen where everything and everyone will be connected - Reality Online,Macro forces at work in technology: New breakthroughs, especially in sensor technology are about to advance the state of eCommerce, making it ubiquitous
7、as never before. Soon, not only will everyone be interconnected, but everything will be connected The collection and interpretation of data which will create a virtual double The evaluation of customer perception and preference through Sentiment Monitoring Much greater effectiveness of Personalised
8、Pricing Tools Significant improvements in business intelligence through the use of Live Information Models,6,Insight and information of this nature can be harnessed into providing highly personalised and relevant product to the consumer.,Customer logs on to Online Travel Marketplace of the Future,Pr
9、oduct Based on “Virtual Double” information Price Preference/Elasticity,Highly Tailored 1:1 Marketing Individually Priced to Fit,Always on data collection Physical and Historical Customer Information Customer Sentiment,7,How do I need to reposition myself in the short to medium term to reap the bene
10、fit of the forecasted Online Sales uplift?,Customer centricity will be a key point of competitive advantage Need to Understand the changing habits of the customer Make necessary changes to processes and products Focus on Customer Retention matching the right product to the customer Investment in Tec
11、hnology and your Online Marketplace offering must focus on driving customer insight and retention A relationship based on trust must be developed with the customer. Continued Human Touch is needed the customer is not ready for a full e-world yet!,Right Technology and Product Offering,Creates Customer Satisfaction/Retention,Right Customer Interaction Points Human Touch,Share of Online Revenue,
