Mon, March 26, 2007
Travel portals like Expedia continue to prove to be a critical component in both a consumer's purchasing and research planning process. Personally, I think a majority of productions are not taking full advantage of what these portals have to offer.
For the most part, you only pay on a performance basis meaning you pay a commission only if someone buys a ticket. Yes, the commission could be upwards of 30 percent when you include all the fees; however, if you factor in all the additional awareness you get by positioning your show to people we know are traveling to NYC (read this study on the awareness effect) and the fact that you are solidifying a purchase before someone arrives in NYC... I don't know why we wouldn't embrace this channel more.
Here's an interesting article on the competitive landscape within the travel portal segment now. Since they know that competing on price is not a strong long-term plan, they are now trying to find additional benefits to offer consumers to build brand loyalty.
Click here to read the full story.
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