Online Or Offline Stores: Strategies Of Otas For Selling Cheap Air Tickets
The same is true for the travel business as well
. There has been a rapid mushrooming of the internet-based stores of the travel product owners and the intermediaries to grab the market share which uses the internet looking for cheap air tickets, hotels, car rentals and comprehensive holiday packages. Supported by the plethora of online marketing methods, these companies seek to establish their business without having to invest in the retail stores. But, is it really the right strategy not to set up the real store fronts?The nature of the market in which a particular travel product owner or agent is operating determines whether there is a need for setting up retail stores and to what extent. This nature of market is, in turn, dependent on the extent of penetration of internet and the ability of people to make use of it for internet-based transactions. To a lesser extent the consumer buying behavior also factors in as a consideration.
It can be assumed conveniently that the areas where the IT development has happened considerable are likely to generate more internet sales of the tickets. The influence of IT development is felt to a wider regional ambit. So, smaller countries where IT development has happened achieve considerable success in online air ticket booking. However, the countries and the regions where internet penetration (number of people or households having internet connection per unit of population) is not good (this is more likely to be the case with areas away from city centers in some countries), online stores are not likely to generate much sales.
Similarly, the number of people having internet based connection is not the only criteria on which success or failure of online air ticket booking stores would depend. How many of the people who are having internet connection do actually buy products needs to be determined? This is where research into the consumer buying behavior helps in providing required data.
It is noteworthy that the travel agencies worldwide have set up the real store fronts where the prospective customers can walk-in with their enquiries and get booking of cheap air tickets done. This provides a wider market reach to the agency and ease of access for customers. Further, this gives the agency a face which improves its credibility among the target population.
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