One Mobile Market
Strategic Implications
Phocuswright has uncovered the following implications for the online travel industry and one mobile market:
While U.S. adults are spending more time, use of the Internet channel is not exclusive. Suppliers’ increasing penetration of the online leisure market is the direct result of better inventory management across both of their channels of distribution. This highlights the importance of offering and using both online and offline channels for customer service and support, particularly as online buyers begin to segment their channels of purchase by the type of travel component purchased.
Now thoroughly integrated in our lives as: 1) a source for information; 2) a means of communication; 3) a place to transact, and 4) a venue for entertainment, the Internet functions as a portal for living, 5) One mobile market. To truly capitalize on the revenue opportunity and value of the Internet for travel.
One Mobile Market
The Internet has empowered online travelers to have broader control over vacation planning and use technology to assist them throughout the purchase process. This has given rise to meta-search tools, online communities and other Web site features that simulate the experience and knowledge of industry veterans at the point of sale. New and existing Web-enabled customer support services will be imperative in order to broaden and redefine the value of the Internet beyond low pricing and word-of-mouth referrals.
As the demographic profile of Internet users more closely parallels that of the U.S. population, it is imperative to view the Internet as another channel of travel distribution, rather than as a separate and distinct market. This means adapting and targeting content, promotions and Web sites to meet the needs of niche segments of the population such as the graying baby boomers who are approaching their highest level of net worth, and members of key ethnic groups (e.g., Hispanics, Asian-Americans) who are gaining affluence.
While the Internet continues to attract new buyers, the bulk of online travel purchases stem from the habitual use of current online travel purchasers. This underscores the importance of customer retention, repeat purchasing and brand affinity to online profitability over the next few years. Strategically, this means cross-selling other travel components to Web site customers, as well as upselling online air buyers, for example, travel and non-travel opportunities. As a result, the one mobile market will see introductions of target-specific loyalty programs not only by suppliers but also intermediaries (e.g., Expedia and Travelocity).