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http://view.exacttarget.com/?j=fe5e1573726505747c16&m=fefb10737d6401&ls=fe0116707d67057f7d177177&l=fe9a157270600d7d75&s=fe1b15767266027a7d1c77&ju=fe3015717166027f761c74
Good reference article supporting the VLOCS proposition.
brandchannel.com | Online Travel Agency | OTA | Expedia | Travelocity | Orbitz | Hotels.com | Priceline.com | Southwest | Travelzoo | branding and marketing portal | brand | brands | branding news
OTAs are trying to improve the shopping experience and start in the planning stage. Travelocity seems to be the most committed to it.
The level of personalization should be higher still.
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Travelocity recently garnered the Innovator of the Year Award from the Travel Industry Association for its "ExperienceFinder" concept (still in beta). The online “dreaming and planning tool” allows the user to hand-pick their vacation based on location and theme, supplementing the decision-making process with insider tips, photos and videos, maps, and community discussions.
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Priceline’s new personal "My Deals" travel widget operates on a similar principle, popping up on the Priceline.com main site with customized travel deals based on each customer’s trip plans and personal travel preferences. The benefit: The widget keeps working for you and searching for the best deals, even after you’ve logged off.
And Orbitz has come up with a couple of new tools to help customers plan their dream vacation. “We’re constantly trying to invent new ways for customers to get the trip they want, at a great price,” says Tom Russell, group vice president for brand marketing. “Our core goal is innovation.”
This innovation includes MyIdealBeach.com, the company’s new search tool that helps customers locate their perfect sand-and-surf site. “You can find the right beach for you based on three simple questions,” explains Russell. "The questions are geared toward who’s in your travel party, what activities float your boat, and hotel amenities you’re interested in." - 1 more annotations...
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