eCRM in the Travel Industry
This source preferred by Philip Alford
Authors: Alford, P.
Journal: Travel & Tourism Analyst
We are bombarded with Internet forecasts and statistics every day, however there is little doubt that the Internet has permanently changed the face of travel promotion and distribution. While only a minority of consumers are actually prepared to buy online at the present time, this minority is growing and there are large numbers of consumers who wish to use the Internet for information and communication. Travel and hospitality companies are selling an information-rich product and will need to leverage the full range of offline and e-channels to engage their customers in dialogue. The Internet does not have any respect for geographic or organisational boundaries and companies will have to forge new business models, involving partnerships and customer-driven product design, in order to meet the needs of the online consumer. There are major challenges and opportunities for companies wishing to add the e to their CRM strategy.