In Class Exercise 03/12

This exercise about OTA's Characteristics has been done with Camille and Coline.

1- Customer reach :
Business to customer - target individuals: travelers who feel secure to purchase online)
Travelers preparing their travels. Travelers looking for the best rates. Travelers sharing their experiences.
Expedia defines its targeted customers as : "Our internet users are mainly people with a high education level and high revenues: they love to travel and purchase online"
Non travelers looking for ideas for an eventual travel. (first look to decide where, when they can go on vacation or on business travel at the best rates)
Business to business - like Amadeus/Sphinx - Travel agencies that are using this type of OTA to sell at the best price travel products to their customers. (Tour operators- Business travel agency)

2 - Customer communication methods:
Two types of communication can be seen : with the use of the media and below the line
a- with the use of media: adds on the internet, articles published on the touristic and non touristic papers, social media (facebook, twitter, blogs...), television adds (example : Expedia), newsletter
b- below the line media: professional exhibitions (ex: TOP RESA, Salon Mondial du Tourisme...), street marketing : ex: lyflets

3 - Types of products sold
a- main services : flights, car rentals, hotel rooms, packages, cruises, activities (concert or again exhibits tickets, )
b- additional services: travel guides, information about the different countries (currency, time difference...), visas, insurance.

4 - Special Promotion capabilities
Sell the packages all taxe included
Last minute links and promotion
Flash sales for both the first customers and the usual customers through newsletters
Promotion on the top 10 or 20 destinations (ex: Bookit)
Free booking fees (ex Expedia)
Weekend - Spring - Summer promotions (before special dates : Thanksgiving, Christmas, Easter...)
All inclusive travel packages
Hotel nights offered during contest games on the internet
Discount

5 - Online booking conditions + fees
Pay Later (Bookit)
Pay in several times
Pay an extra guarantee (cancellation insurance) and the cost of the travel can be partially reimbursed or used again on the website if something goes wrong (illness or death) (ex: Opodo)

6 - Affiliate program - yes/no
Yes on BookIt.com - Personal and company information, promotional methods (how does the company want to be promoted) are asked
Pepperjam Network Partner Service Agreement (Service Agreement) has to be accepted to become an affiliate.

7 - Affiliate program payment structure
BookIt.com uses:
Paypal
Direct Deposit
Check

8 - Info for hoteliers
Yes in Expedia