Over the past couple of years the travel technology industry has seen an explosion of online travel agents (OTAs); the vast majority claiming to be all things to all people.
It’s a trend that shows no signs of abating anytime soon.
NB: This is a viewpoint by Darren Barker, general manager for Emirates Holidays UK.
Many of the market leaders have often very similar websites, in terms of look and feel, whilst also aggregating data and offering end users no discernible point of differentiation, or benefit to choosing one over another.
While many companies strive for their competitive advantage or niche within the sector, almost all search forms end up being homogenous asking – where are you going, when, for how long and how many people.
Despite it being universally accepted that customers are looking for a personalised offer, very few booking engines yet ask different or more specific questions.
Which raises the question, how do you personalise an offer if you don’t ask personal questions?
READ THE ORIGINAL ARTICLE: Online travel agents and the growing quest for personalisation.