Over the next few weeks, I will be laying out our view of what we, at AXSES, think is in store for travel marketing on the Internet, what works and why.
Our vision is tempered by current research, the opinions of people in the business and our own experience. It is an optimistic view, one that holds that the Internet is drastically changing marketing to the advantage of the supplier. The Internet does level the playing field and every small operate has a voice.
The articles are supplier-centered. With travel buying moving to the Internet, it is important that we understand how the Internet is changing and what it will mean to suppliers. The articles will deal with how best to optimize your Internet marketing, your brand and your control of distribution.
We look forward to your comments and feedback. Your ideas for new articles would be greatly appreciated. Please also let us know if you prefer not to get the emails.
The following is a list of what the first articles will address:
Who is the Supplier anyway?
This article explores the changing face of who is in control, how control is shifting to suppliers, and why.
Travel Advertising at a Crossroads
Are static links and Banners ads still relevant? This article explains how advertising is changing and how AXSES is leading the move to fully interactive advertisements, that allow visitors to look and book, even from a map.
Travel Search at a Crossroads
Search is losing ground to other media. This article explores how that shift is happening and what it means.
Destination Marketing at a Crossroads
Destination guides are one of the first places travellers look. We consider how to keep them on the site and get them back when they leave.
Travel Distribution at a Crossroads
We will look at the changing relevance of GDS and its role as supplier of content to other Internet Distribution Companies. Our emphasis is what should the supplier do to optimise distribution and why. GDS history | 2-Way Seamless Integration | Chain Codes | IDS will be covered.
Marketing at a Crossroads
The 4 P’s of marketing are no longer Product, Price, Place and Promotion. The Internet has changed all of that. Jason McNamara, CMO of Alterian, says there are now 5P’s: People, Process, Platform, Partners and Passion.
Internet at a Crossroads
Web 3.0 is here! What will it mean to the travel supplier? This article will explain what Web 3.0 is all about and how it will change the way travellers use the Internet.