The keynote speech yesterday to the ABTA Convention was - the boss of a leading UK bedbank told me after - "controversial, but something the industry needed to told".
This is the basic outline of my section of the address:
- Industry at a critical stage.
- Companies must adapt if they are to survive new digital marketplace.
- Demand remains high.
- Supply of products to consumers via web channels is poor and inefficient.
- Conversion rates are low.
- Travel websites are not matching the changes in consumer behaviour on the web.
- Massively empowered consumers trust each other more than travel websites.
- Difficult to create affinity with a "brand" on the web - consumers "recognise" websites.
- Only through huge improvements to user experience will consumers warm to brands.
- Travel industry is too focused on its legacy in the way it behaves and its culture.
- Companies must become "agile" in order to match structure of new market players.
- Consumers will become the new agents and brand advocates.
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Kevin May, editor, Travolution
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