This is one for all you pricing purists – a true story where the names have been changed to protect the guilty… There are two publications fighting it out for the hearts and minds of the travel industry. One is clearly the market leader, packed with advertising every day, while the other is a long way number two with 75% less advertising. The market has clearly stated that it only sees value in the market leader under the present rate structure yet there's been no adjustment from #2 even even though the imbalance is getting worse.
A potential advertiser recently approached #2 with a low-ball, long-term offer for a slot that had seen nothing but house ads for weeks figuring something is better than nothing. He was told: "The rates for positions are not determined by whether they've been sold or not but the value that those positions have." Right. Genius at work. Slot still vacant. And people say discounting is a bad thing. Discuss.
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Hi Martin,
Welcome to our world.
The same thing applies for vacant rooms in the accommodation industry as the standard mantra is still "a vacant room is revenue lost forever".
A "no brainer", many people have commented, getting 80% of something is better than 100% of nothing.
But it is can be challenging getting this message across as it is new and a different concept for many. But as a site based mainly on this concept we continue our education process highlighting the benefits and are slowly winning.
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Events
BUSINESS STRANGE? IT'S THE NEW NORMAL...
Sydney, August 31, 2010
Book now for this year's TRAVELtech, which features a fantastic program headlined by Barney Harford, the global boss of Orbitz.com, one of the world's largest online travel companies.
He joins an excellent speaking lineup also featuring Andy Owen-Jones, CEO of TravelTainment, and a great array of Australian industry leaders, including:
- Justin Baird, Innovationist, Google Australia
- Shelley Beasley, Managing Director Pacific, Travelport
- Jeremy Bellinghausen, President, HotelClub.com
- Peter Beveridge, Chief Information Officer, Stella Travel Services
- John Bolakis, Director, SEO.com
- Andrew Burnes, CEO, AOT Travel
- Chris Chambers, Director - Digital Marketing, Tourism Queensland
- Ian Cumming, Founder, Travellr.com
- Barney Harford, President and CEO, Orbitz
- Mark Higginson, Director of Analytics, Nielsen Online
- Martin Kelly, Director, Travel Trends
- Kevin Lippy, co-Founder, Brokepacker.com
- Alan Long, Research Director, Experian Hitwise Asia Pacific
- Dan Lynn, Managing Director, Expedia Asia Pacific
- Rohan Lund, CEO, Yahoo!7
- Warren Livingstone, Founder, TheFanatics.com
- Andy Owen-Jones, CEO, TravelTainment, Amadeus Leisure Group
- Darrell Wade. Co-Founder and CEO, Intrepid Travel
The theme for TRAVELtech 2010 is New Kind of Normal.
It means that thanks to the collision between economic reality and technology, things have changed, finally, forever.
There can be no going back. And existing patterns will be exaggerated.
Also returning is the TRAVELtech Website Awards. Little different this year, more categories.
Stay Tuned.
Meanwhile, see below for images from TRAVELtech 2009.
If you have any queries about TRAVELtech, please call Martin Kelly on (02) 9882-1575.
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