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Travel Online Marketing, Essay Example
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Marketing international travel services has become easy, thanks to the world wide web. Some experts state that borders are no longer important, thanks to the Internet. However, when planning an online travel campaign, it is important to consider customer focus and regional differences.
Pricing and Currency Settings. While marketing in international travel and specialty magazines online would be a feasible option, the company needs to determine the preferred currency. The currency needs to be a stable one. Further, in order to enhance customer experience, there is a need for displaying prices in different currencies. Global platform tools should be originated from the national brand and strong reputation. A Canadian Tourism Commission White Paper (2012) emphasizes the benefits of collaboration with international and national organizations. This means that partners promoting the golf vacation packages would have the right to market and retail for a commission and display the prices on their websites. This way the company could build on the reputation of an already trusted brand in different countries.
Customization Options. Preferred destinations for golf holidays are different in every country. Therefore, there is a need to collaborate with travel organizations (based in different countries) and gain insight into global customer behavior. One of the main sources of data could be reviewing popular travel websites’ customer rating and behavior, such as TripAdvisor.com. Customers would be offered to customize their trip from the first day, and this would be an opportunity for collaborating with other national and global travel agencies, airlines and tour operators. Providing customers with an all-inclusive price that includes travel to the destination and the price of the package vacation would improve overall satisfaction and make use of all cross-promotional opportunities. (Canadian Tourism Commission, 2012)
References
Canadian Tourism Commission (2012) Global marketing & sales plan 2012. Retrieved from http://encorporate.canada.travel/sites/default/files/pdf/Corporate_reports/global_stratplan_2012_en.pdf
PhoCusWright Inc. (2011) European online travel agencies – navigating new challenges. Retrieved from http://www.sabretravelnetwork.com/images/uploads/collateral/TNEMEA- 11-14712_-_Online_White_Paper_LR.pdf
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