by John Semone, CTC
San Rafael, California - One of the major desires for most people in the world is the opportunity to travel. The American travel consumers, as I suspect most travelers from other countries today looks at a wide range of selections when planning their vacation. Fewer are using the traditional methods of planning, such as the retail travel agent, and are more likely to use destination and supplier websites. This is an excellent opportunity for suppliers to create a travel dream for the potential consumer. A realistic dream that will set the stage for the ultimate purchase of a trip.
According to a recent survey conducted this year by an American travel research firm, after the initial stage of looking at all information (brochures, TV guidebooks, print media and family and friends) the consumers soon narrow their search through destination and supplier websites. The research group looked at four steps in their questionnaire:
- ideas and inspiration
- advice and insight
- pricing and comparing
- purchasing
At the idea stage, over half of the respondents looked at the information from family and friends, print media, guidebooks and brochures. At the advice and insight phase, personal recommendations form family and friends was still on top. This was followed by travel guidebooks and travel experts, retail travel agents. What was discovered was that the Internet continues to grow, turning to search engines and using destination and supplier websites, while the impact of brochures and TV drops. In the third stage, pricing and comparing via the Internet becomes an important factor.
This is an important message for suppliers and they should take note to make every effort to create a website that catches the imagination, dreams and desires of the potential traveler. If this is accomplished and the pricing is right, chances are good that a booking will follow. I encourage suppliers in the Asia Pacific region to spend more time in creating websites that project the dreams and desires of the potential traveler.