Travel & tourism: the world at your fingertips
Today's leaders in the travel and tourism industry achieve the highest levels of online communication using SDL Tridion's Web Content Management solutions.
Description
Cheap flights
The breakthrough of airline carriers offering cheap flights transformed the travel and tourism industry. It is now common to city hop throughout Europe using no-frills airlines and all-inclusive packages.
Both well-established airlines and the distribution channel for travel packages were challenged by low cost opens that the growth of online booking options. To survive in this competitive market, it is crucial to provide a consistent and aggressive online presence. "Always Online" is the new paradigm.
Three times or more…
These days, people travel more often than ever before, and go abroad not once, but twice or more each year. As a result, it is essential for travel and tourism organizations to have a through understanding of customers and their needs.
Customer relationship management (CRM) is crucial to keep track of customer behavior, demands and experiences. This type of information allows you to maximize your product development and marketing communication investments based on customer intelligence. Collecting, analyzing and interpreting data about your customers' online behavior is a crucial element in this strategy.
Worldwide business
Organizations need both control and flexibility to support the needs of both central and local offices. Centralized approaches, which often entail only translation of text, do not reflect the nuance of culture, language and regulation. Decentralized approaches face the risk of losing brand control and of becoming too costly to maintain.
Business and pleasure
The executive traveling first class from New York to Singapore might well be the same person buying cheap flights on a low cost carrier for a short vacation with his family. The business and pleasure traveler have different requirements but often are the same repeat customers.
It can be tricky to communicate with these different yet same target audiences, since their needs and expectations for different types of travel may vary. Customer loyalty programs were invented in the travel and tourism world, and require serious evaluation given the fundamental business shifts in the industry.
Benefits
Customer loyalty
Tridion allows you to maximize your customer loyalty efforts. Tridion personalization & profiling features give you the opportunity to offer the right content to your customers, fitting both push and pull marketing strategies. It is proven with our customers that these features really support your online strategies, making customers more loyal and increasing the revenues from your existing client base substantially.
Brand control
Many of our customers in the Travel and Tourism sector need to manage multiple brands in a global environment. Only Tridion can really make this happen in a cost-effective, reliable and rapid manner. Our BluePrinting technology is key in making this work for you.
Web site globalization
Web site globalization is so much more than copy, paste and translating Web sites for various countries or target audiences. Of course language and country sites are the most visible result of a global online presence.
The complexity, however, is in the intelligence of combining local needs with corporate communication strategies. Local needs go beyond translations.
For example, they go as far as localizing company messaging; local business functionality in Web forms and applications; locally targeted communication to multiple audiences through a Web site, e-mail newsletter or even print. This so called multi-faceted management stretches far beyond the need for just translating. It also involves areas like the localization of sites and content types.
Back office integration
The success of the Travel and Tourism sector online strongly depends on the quality of their booking tools. But a booking tool alone does not do the job. The content context makes visitors find sites, go there, read content and book a flight or vacation or reserve a hire car online.
Making this work from an IT perspective requires seamless back-end integration of your CMS, booking tool and CRM system. As an enterprise WCM solution Tridion is well suited for the job. All our clients in this sector run successful Web sites which are completely integrated with all relevant back office systems. Our product, our Professional Service capabilities and our strong global partner network make this work.