Buyer consolidation is the travel disruptor

The head of Accor Hotels recently spoke about travel industry disruptors. He noted that these new global brands started with a blank sheet of paper and built on new technology that is better than had been used in that industry by people who decided they were going to conquer the world.

He observed that all the ‘old economy’ companies were burdened by standards and habits driven by legacy operations. Ninety percent did not invest in technology when they should have.

We are obsessed by numbers and “scale” or scaling up. It’s more, more, more. Two staggering numbers are 35,000 and 42. One study found that the typical North American adult makes 35,000 decisions a day! No wonder we’re exhausted by the end of it. Obviously, not all of these decisions are significant, but their volume has contributed to the concept of “decision fatigue”. Anyone who has had to research travel on the web knows that feeling.

Another study found that the typical U.S. traveler will visit 42 websites before booking a holiday.

These numbers suggest that decisions are based on significant volume of information which is sourced very briefly. If you notice on-line commercials, you’ll see that traditional 30- and 60-second commercials have been replaced by 4-, 5- and 15-second video messages.

This is disruptive information gathering and decision-making. And that puts pressure on corporate messaging.

Hand-in-hand with this disruption is the change in the booking chain. Thanks to mergers, acquisitions and collaborations, buyers are getting bigger.

Just in April 2018:

  • Bed Banks’ getabed and roomsXML merged;
  • Apple Leisure Group and The Mark Travel Corporation joined their dozen brands, which include Apple Leisure’s AMResorts, Apple Vacations, Travel Impressions, Unlimited Vacation Club, Funjet Vacations, Southwest Vacations, United Vacations and Trisept Solutions;
  • And Booking.com reached their five millionth listing of homes, apartments and other alternatives accommodation. Bookings.com make an average million bookings a day!

This disruptor growth, plus the volume of travel-related websites, blogs and posts puts pressure on travel sellers to sharpen their messages to withstand volume bullies and fleeting eyeballs.

There’s no point in having the latest technology if your message is tired, inaccurate and incomplete. Hotels, venues and destination management organizations can’t throw information on the web and expect it to work year-after-year without change, updating and refinement. Destination Doctor audits sites to ensure they work for the corporate market. We also consider the appeal and effectiveness for the F.I.T. market.

We focus on site content and organization. Our goal is to work within the existing site structure and design, so that content changes are quick, affordable and practical. You update, refresh and refurbish your properties, why not your messaging? Contact us.

 

 

 

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