So this is it. The final slot of the conference, featuring Expedia chief executive Dara Khosrowshahi, is trying to tackle what is still the trickiest issue for online travel agencies:
How do OTAs replicate the role of the traditional agent?
It involves three things:
- Email marketing (especially suggestion-based or reminders)
- Segmentation of the customer (eg offering exclusive call centre numbers)
- Taking search to the next level (understanding the behaviour and preferences of users)
It all sounds simple doesn't it.
Kevin May, editor, Travolution