Don’t book your holiday online (.com)

A new website came on my radar today courtesy of Travel Trade Gazette and it is called “Don’t book your holiday online” – and can be found here

It is a single page website stating reasons why you should book with a tour operator rather than online – and has been created by Classic Collection Holidays

Although actually I am not quite sure what the message is – because in the TTG magazine the headline states “Classic site is anti-web” and goes on to say:

Classic Collection has set up a website urging customers to book through travel agents. The site lists reasons why operators and agents are better than the web.

Maybe I am just coming from the wrong perspective – as I have never seen agents and operators vs web as being mutually exclusive. Web is just a channel – just like a telephone or fax. Presumably (and this is an assumption) Classic Collection holidays mean by web the larger dot coms who only trade online…. I don’t know. (A better description of a web only travel company is a brochureless one – as most web only actually also have telephone and other distribution channel sales – so they are hardly web only – but I digress)

Therefore, for the purpose of my musings below, I am going to assume that Classic Collection Holidays (CCH) really mean “don’t book online with anyone, but book direct with them offline“

So, here are their points, with my opinions….

When your computer says: The flight is full
CCH: We can easily check for alternative airlines and other airports close to you
Alex: Most websites can check for alternative airlines as well. Actually this is a benefit to booking with an agent vs a tour operator - as agents tend to have a wider product set under contract than tour operators. If the agent is a large chain, they will probably have a better rate than the tour operators as well…. check an accommodation only price from a tour operator and shop around for a flight – and compare that with a flight / holiday package from the same tour operator
Summary: Not a justified claim

When your computer says: The hotel is full
CCH: We’re happy to ring the hotel and check for rooms extra to our allocation
Alex: Do consumers even know what an allocation is? I doubt it. I agree, booking with a tour operator directly does mean they may try to find additional capacity. However, this can be achieved online as easily as on the phone (because it is unlikely that the end customer wants to wait on the phone to a tour operator while the tour operator phones the hotel to check for extra rooms – especially if the hotel being called is in another timezone)….. therefore actually this is better done online so there is less waiting involved (for the customer)
Summary: Semi justified – but nothing to do with web vs non-web. Web to a tour operator directly is the best solution for this problem.

When your computer says: You can only book a standard room
CCH: We’re pleased to give price quotations and book room upgrades and suites
Alex: Er yes. Agents find this harder to do, tour operators can do this. However this is a more “anti agent” line than it is anti-web – as the web has nothing to do with this
Summary: Not a justified claim

When your computer says: Booking online is cheapest
CCH: We offer the lowest price and best possible value through our price promise guarantee
Alex: CCH’s own website says

Prices shown on this web site are based on our brochure and reflect costs that were available and correct at the time of printing (Summer 2007 printed 30 November 2006 and Winter 06/7 printed 30 June 2006) and include a £15 per person standard brochure reduction. 

Draw your own conclusion, but are CCH saying that if you book online (with them) that they charge you £15 less? I don’t actually know what they mean (but neither do their customers, probably)
Summary: Not a justified claim. This is mainly anti-agent rather than anti-web – as agents find it harder to cut sale price (cutting into margin) than tour operators do (as agents have a smaller margin to start with than tour operators on a direct sale)

When your computer says: Why not try this hotel?
CCH: We’ve inspected all our properties and operate a strict quality control standards – we only select the best.
Alex: There are many INDEPENDENT hotel review websites where customers get to review what they experienced – rather than the travel companies.
Summary: Not a justified claim. Web collectively has far more depth and independence than a single travel company

When your computer says: Multi-centre!?!? & tries to throw you out!
CCH: We’re happy to create a tailor-made itinerary for a twin or multi centre holiday with all transfers included.
Alex: Not sure how many consumers understand the term “multi centre”. However, CCH do have a point – and many websites struggle to do multi-centre well. But, over time, websites will improve in this area – the only reason it hasn’t been done well so far is because websites have gone for the “low hanging fruit” of single centre. Also viewdata doesn’t do multicentre.
Summary: OK, CCH can have this point

When your computer says: Follow this link for further information
CCH: We can offer you extensive travel knowledge and expertise and what’s more we’ve actually visited all our featured destinations and resorts
Alex: Much like an earlier point, the web, collectively, has almost infinite information. The challenge is its organisation. One of the problems with selling top end luxury travel is that your clients may know your product placement better than your sales staff (who are often low paid and don’t live the luxury lifestyle) – therefore, with web networking, luxury clients can find people like them who have travelled to distant places – and give a much more rounded view of what the experience was like (or any further information required)
Summary: Not a justified claim. Web has more information – when organised – it is also more appropriate information

When your computer says: Error
CCH: We are committed to meeting and exceeding your expectations but in the unlikely event that something does go wrong, we’re here to help
Alex: Yes – computers do have bugs. But humans have bad days. Indeed some sales staff never have good days!
Summary: CCH are right, to a point. People with websites tend to hide a little more than they should – and this factor can be used by niche tour operators to deliver better service than dot coms

When your computer says: I’m acting as an agent not a principal and we aren’t responsible
CCH: We always act as principal, we care about you and all elements of your holiday including your enjoyment and safety
Alex: Yes – a number of dot coms are not principals. However, many offline agents and operators don’t always act as principal on all components either - so this is not a web / non web point – but a business setup one
Summary: Not justified in terms of the web vs non web discussion, but a fair point in general terms

When your computer says: Unable to process payment for this booking
CCH: After spending 45 minutes on line there’s nothing more annoying than being dumped out of a website on the credit card payment page! Simply booking with your local independent travel agent or call us with your credit card details
Alex: Ah – at last – a mention of an agent! A number of modern travel ecommerce systems handle payment failure in a better way than the ”chuck a user out” scenario as described. Some place a option on the product (or confirm the booking) and then they are queued to the accounts team to followup (manually) subsequently.
Summary: Not justified. Some websites are dreadful at this – but this is not a strategic point about web vs non web…. but generally websites could improve here

When your computer says: Book your next holiday with us
CCH: We value all feedback after you’ve returned from holiday and we’ll enter your name in a Champagne draw if you send us back a completed questionnaire
Alex: Thankfully though CCH do like the web for customer feedback
Summary: Not justified. I can’t see how this is a web vs non web point

Overall – I like CCH for having published this website – and presumably they did so in order to get some discussion happening within the trade (or perhaps it is part of some forthcoming direct marketing drive). However, I think they have not carried the arguments with the strength of their points. Also, if I were suggesting a similar scheme for a client I would want to see some kind of feedback mechanism – like comments etc – just like a blog has.

Visit the Don’t book your holiday online.com website and see if you agree with me….

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