With the announcement of the impending bankruptcy of Blockbuster, it seems that there are a number of companies, and, for that matter, industries, that may bite the dust as a result of consumers going more online to complete their transactions. While movie rentals make a lot of sense as an online product, there is still an opportunity for companies to build loyalty through an effective brand strategy and execution on a consistent basis.
One of those industries is travel—and there probably hasn’t been a category that has been revolutionized by the Internet as much as this one. Whether it’s airlines, hotels, car rentals, cruises, or vacation resorts, almost everything necessary to “purchase” the service can be done quickly and easily with a few keystrokes. Now if we can just push “escape” and be transported to our destinations, we would have it all under control. Unfortunately that isn’t going to happen any time soon so the need for personal service and brand loyalty is more important than ever. While we have a number of choices in making our travel plans—from the direct company websites to the many travel consolidation sites out there—there is still a need to have a source for information and help to make the right decision. We still want an expert to give us the advice that can, not only make the trip more productive and less stressful, but also we still want to be sure that we aren’t paying too much.
This need is where the companies must make their sites as helpful and as easy to navigate as possible with information and follow up to make sure that you are comfortable with your plans and arrangements. I recently was interviewed by marketing consultant, Terry Brock, for a client of his (travel agents) and you can view those comments by clicking on http://www.youtube.com/watch?v=jqCH_2NjDj8
Certainly this is an industry that has been reeling from all the changes, but it has survived. I believe the reason is that despite all the technology at the consumer’s fingertips, they still want help to relieve them of the emotional stress of travel before their departure. Sometimes this is still a real person, or more often than not, it may be a user-friendly program that makes it easy to get the information and the reservations. I personally use Travelocity as my basis for travel not only because I’m used to it, but because my profile is already loaded and my preferences are in place. More important, however, is the follow up and verification that automatically appears even if haven’t confirmed the trip yet. I also use Hotwire, Kayak, and the dedicated sites to check price, but the brand preference keeps me coming back to Travelocity.
We still have preferences to certain brands. Southwest has consistently reinforced its brand to become the nation’s leading airline. Hilton and Marriott have established several brands to appeal to a variety of travelers’ needs. Enterprise has grown to the top of the car rental business through its personalized service. It’s still all about differentiating your brand by creating a distinctive value and then following it up with a personalized service—either in person or online.
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