Introduction
Introduction
oduction
It is now widely accepted that the Internet can significantly impact the way we do business.
Given the immense growth of Internet use in recent years, effects on businesses (positive Intr
or negative) have often been unavoidable and new strategies necessary. The Web has
certainly affected the choice of the travel consumer, content has been developed, services
improved, use evolved, business/consumer relationships changed, research and buying
cycles transformed and as a result, online travel markets have developed globally. With
faster, more efficient and measureable methods for companies to communicate directly
(and indirectly) with consumers, e-commerce has revolutionised the way we do business
in Travel.
Efficiency drives most new technological investments and over the years, continuous
development has enabled travel companies to improve the efficiency of the travel
distribution chain. As well as the evolution of the Internet and its impact, in recent years
new systems have been introduced enabling Hotels, Airlines, Car Rental Companies and
other Travel suppliers and intermediaries to work online, improve processes, reduce costs,
work together and ultimately increase the efficiency of their businesses. Without a doubt,
digital strategies in Travel are increasingly fundamental.
So with the dynamic nature of the travel industry and its consumers, what’s next?
The evolution of the mobile phone from a personal communication tool to an information
and social hub may open a range of possibilities for the travel industry. The ability to
research, book and change travel arrangements at all times makes the mobile phone
seem an ideal tool for travellers. The ability to connect with consumers at all times also
seems ideal from the perspective of travel companies. It is argued that the mobile phone
and its recent enhancements may take the efficiency of online travel to a new level and
that Mobile technology may have another immense impact on the consumer buying
cycle, thus the way we do business.
Since mobile telephones were introduced they have reduced in size from unwieldy ‘brick’s’
with one function (to make voice calls) to very portable, highly sophisticated devices
which in most cases act as the hub of our daily lives. The mobile phone has incorporated
itself into that small list of items we must always have with us (as well as keys and wallet).
This suggests something very exciting for the travel industry and many companies are
busy investigating possibilities at all stages of the consumer buying cycle.
But are there real possibilities? What and where could you be looking towards? How
should you go about investing in this new digital strategy? What opportunities and
challenges exist? Who has already invested in Mobile and how? Does the technology
exist to enable what you want to actually do happen?
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© EyeforTravel Research. All rights reserved. © EyeforTravel Research. All rights reserved.
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