COMMERCIALIZATION ASSISTANCE

Tourist destinations have traditionally relied on a Reservations Head Office as a commercialization model. Although these initiatives adopted a range of different names or strategies, all of them were inspired by a common operation pattern: “selling products through a single point of sale”.

This model has not led to the expected results, as we have seen in recent years. In many cases, the large investment made has not met costumer’s expectations, dampening entrepreneurs’ hopes. As usual in such cases, a direct cause and effect relationship cannot be established, but we do know that a number of factors have not been taken into consideration or have not been rigurously examined, and they are seen as the causes of failure.

The latest studies on Social Media and Collective Intelligence provide us with valuable clues that will help create a new model and allowing us to correct all the mistakes made in early stages. We will work on the important elements that we want to implement, since our project seeks to create a new innovative model.

WHAT ARE THE OBJECTIVES?

As may be seen, our project is highly innovative. Based on the new technologies, we are developing a platform capable of making a radical change in the traditional mountain tourism, significantly modifying the current ways of operating. All of this is based on concrete, tangible and measurable objectives:

  • To foster our direct sales channel and to increase control over the distribution process.
  • To create management tools to unify and facilitate the entrepreneur’s work.

In this case, our main goal is to change consumer buying habits, so that they can directly make the purchase online, through our platform. Doing so, we’ll avoid those intermediaries who provide little value, but working with those intermediaries who provide legitimate value because of their product specialization and differentiation.
An ambitious innovation project alone can put an end to the dependency situation which affects the tourism industry. If we make a better product and we create an efficient distribution network, bringing together all the companies in the sector in the same technology platform, we will be capable of intervene decisively throughout the process.
This does not mean, of course, that we have to do without our regular sales channels. They still provide a valuable opportunity to display our products and to enter different markets. But, what we should do indeed, is to offer effective alternatives to the customer, diversifying the purchasing methods and focusing our efforts on enhancing customer loyalty and reducing expenses, ultimately aiming at increasing benefits.
In order to change our customer’s purchasing habits, our strategy must be based on the following points:

1.-Products that make a difference

We offer our customers the chance to buy products that no other channel can offer. The aim is to supply experiences/activities which can be purchased, together with a range of exclusive products. If we make the offer attractive, the own customers will do an effective word-of-mouth advertising, enhancing the opportunities offered in our platform.

2.-A satisfactory buying experience

The booking process will be simple and pleasant. We must pay attention to every aspect of the Web Navigation and Accessibility. For this purpose, we will use the latest object-oriented programming and advanced techniques to ensure the highest level of usability. The booking service will be clear, concise and easy to book, and the whole buying process in our website must be thus guided by intuition. We believe the experience of browsing, selecting and purchasing should be highly satisfactory, as demonstrated by the success of mobile operating systems (iOS, android…), in which the visual and functional parts of the systems constitute a rewarding experience, in terms of handling.

3.-Reliability and Security

We want to ensure the security of our customer’s bookings. Big companies selling products or services online conduct purchases offer a high level of assurance. To encourage purchase, it is essential to ensure delivery effectiveness. The brand, its background, the website layout and design, and the usability will also be an important determinant. Reliability is an intangible concept, which requires hard work to achieve it.

4.-Competitive Purchasing Conditions

This something well known by all market operators. The basic rule is not selling at a higher price than the major companies on the same channel where we sell our products. The question we should be asking ourselves is: “could we give consumers any other type of advantages when buying through our website?” In the long term, price war only leads to the collapse of the industry. However, by making available new services and advantages, such as differentiation, specialization, reliability over time and customer experience personalization, we could bring added value which will help till the balance in our favour, when compared to other less complete models.

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