iMedia Connection: Destination Dot-Com: "Michelle Peluso, COO of Travelocity, noted that the online travel industry has yet to build a brand that has emotional resonance in the way other products do. "
Perhaps this could mean that travel aggregators and suppliers will invest in content to bring ‘stickiness’ back to their sites, such that the depth and richness of content, not just packaging functionality, will sway a traveler to spend more time (and dollars) with one provider. Amazon.com was highly successful in building its brand in no small part due to the home-grown reviews of each and every customer who had an opinion and wanted to share it on a product.
Travelers are no different; how many times have you asked a friend or colleague for advice on the best dive shop or papaya shack when you have traveled? As such, the deep content might not come from an internal editorial staff at all (who in the past have not been able to provide a true return on investment for travel properties and were significantly scaled back or eliminated). There are also choice acquisition opportunities right now for pure content plays that have deep destination content but few means to facilitate transactions. Either way, the integration of deep content is double-dip-and-win strategy for the travel aggregators, as more time spent means more pages turned, which in turn yields more impressions, and therefore more in-site advertising revenue on top of the actual transactions.
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