How can travel websites aim at converting interest into action?
Delivery of content is empowering and critical, but should be tied back to the business objectives that one wants to achieve. Considering that websites as a tool for travel companies is one of the main platforms for communicating with its customers, the industry is just not focusing on serving up dynamic and personalised content, but it has to be at the heart of everything a business does. OTAs, especially those focusing on price as their promise, admit that perhaps the most important message they send to a customer is that they will provide the lowest price available. Now what is critical is to make sure the lowest price is related to something that a particular customer is interested in. It does no good to send a message about a low cost trip if the customer has no interest in that particular destination. The industry is moving slowly towards personalisation and there are some clear reasons for this. Travel isn’t bought all that frequently, possibly only two or three times a year, so
