The competitive landscape for online travel agencies has shifted from a simple price war to a battle for customers by building brand loyalty, the chief executive of Travelocity said last Monday.
Companies like Travelocity, a unit of Saber Holdings, are working to expand their brands by personalizing trips by recommending songs or movies about destinations or offering free photo developing for returning vacationers, said CEO Michelle Ann Peluso.
Peluso, speaking at the PhocusWright Executive Conference for travel professionals in Orlando, said the online travel market has changed and that seasoned travelers know that they can use the Internet to sniff out cheap bookings.
Therefore, agencies are being challenged to anticipate and reduce travel hassles and make the experience more pleasant.
"Are we as good as we could be? Nope. Absolutely not yet," Peluso said.
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Source - Reuters
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