Content Is Everything

Content Is Everything: Even On The Internet

By: David J. Wardell

As the travel industry rushes to find new customers through the Internet and other network-based information services, it is important to remember that content is everything. A business that lacks an effective sales message will not be able to sell electronically any more effectively than it can face to face.

The modern electronic world has conditioned the public to be fairly demanding. People expect to do business in new ways that are consistent with the excitement and glamour that they associate with technology.

Failing to appreciate the need to develop strong, sustainable on-line content has led to the demise of more would-be electronic salespeople than perhaps any other factor. Doing a good job in this area is labor-intensive and expensive.

To some extent, the allure of public, network-based customer access is illusionary.

There are millions of people who are dedicated on-line enthusiasts, but the vast majority of them are woefully ignorant of how they can do business effectively over a network.

There are some immediate business successes to be gained by those who are "the only game in town" when it comes to selling travel on line, but these successes will be short-lived unless they also face the content challenge.

As soon as the public has alternatives, it quickly discriminates between what it likes and what it does not like.

For the travel industry, selling airline tickets on line is not the answer. On-line reservations have been available for over 10 years. The response from travelers has benefited a few pioneers in the field but remains far from overwhelming.

Finding compelling on-line content means giving people a reason for being there. For most, that reason will be a better price or some other cost advantage.

It may be that some suppliers will adopt on-line access as a preferred method of distributing their inventory — instead of, say, CRSs — thus realizing cost savings themselves.

In order to make this structure work, however, they either will need to require the public to access their services in this manner, which is risky, or they will need to make on-line access attractive.

It is difficult to visualize how on-line services would be easier than simply picking up a telephone, but opportunities are available, especially for agents.

Compelling content also may comprise proprietary travel products, such as special tour or cruise itineraries, or new access to traditional products, such as preferred availability or special departures, planning and destination expertise.

Those contemplating offering on-line travel services must remember that technology has opened the door for them, but it has not given them anything to sell; on-line product innovation is their job.

The public will weigh their offerings against the standards of the information age, and the on-line public can be unforgiving.