First Published on 1st November, 2017
Where do travellers spend money for in-destination activities – OTA, airline.com, Airbnb, 3rd party emerging booking platforms, offline stores/ counters etc.?
Monetising web or mobile traffic by selling tours, transfers, local experiences, tickets for events etc. along with dining and shopping is on the agenda of travel e-commerce players. Stepping up the average order value by capitalising on in-destination spend isn’t a random move anymore.
Airlines are starting to realise the significance of curating relevant choices, right from the destinations a traveller may consider to “what to do” once its chosen, to fall in the consideration set as early as possible in the booking funnel. Website personalisation, profiling of customers etc. is coming into play as part of sophisticated retailing techniques. Be it for refining the booking flow or presenting content and inventory via 3rd party sites, airlines are assessing every possible opportunity to monetise the in-destination spend in a methodical way, rather than losing out to others be it for having a important say in the trip funnel or garnering incremental revenue.
In this context, emerging entities like GetYourGuide are carving a niche for themselves, a sector which according to Shane Mayer, Strategic Partnerships, GetYourGuide, is evolving rapidly. The company is enabling established carriers to let travellers arrange their entire journey via them. Customers can do this weeks ahead of a trip, or even during the flight, said Mayer.
Explore how airlines, intermediaries and B2B specialists are going about distribution at the upcoming 8th Mega Event Worldwide, to be held in Palm Springs, CA, USA (29 November – 1 December, 2017).
Follow Ai on Twitter: @Ai_Connects_Us