TRADE TALK 13 Going Direct ETOA addresses the spiny topic of self-service travel This year’s eTravel Market section at the ITBBerlin Convention saw a highly relevant session from the European Tour Operators Association – ETOA on the topic of “Going Direct – The Consumer Revolution in Self- Service Travel”. The session explored the trend for self-service travel, what it will mean for intermediaries in the future and how their role will change as a result. We asked Nick Greenfield, head of the association’s tour operator relations, what his “take” is on the trend towards direct bookings. The question is: does this trend towards direct booking mean the end of intermediaries? In our session we looked at what they are doing in response to this shift in consumer behaviour and discussed how they are changing their spots to remain ahead of the curve. And while hotels may be predicting a future where they have more control, they will still need to pay attention to how they manage their various channels. Plenty of opportunities and pitfalls lie ahead. Please tell us a little more about ETOA’s relationship with ITBBerlin. ETOA has had a stand at ITBBerlin for over a decade and we now co-exhibit with a dozen of our members in Hall 9 amongst the major brands of the travel trade. A large number of our 800 members choose to exhibit and attend the show and we also find it essential for making new contacts and as a gauge for the current, and future, state of play in the travel industry. Over this time we have contributed to various events in ITBBerlin’s programme and we are holding a travel technology seminar for the third year in a row. What are the key stakes for your members at the moment? The rise of C2C platforms in our industry has led to increased trust and willingness of consumers to buy travel products directly from the owner or supplier of the service. Technological developments also mean that suppliers have more channels than ever with which to reach the customer. The question is will we see ever more people booking directly? And where does the balance of distribution lie for suppliers of tourism products? With larger players moving into the direct booking sector, the indications are that MANY PEOPLE ARE TIME POOR AND A T.O. CAN REMOVE THAT EXTRA STRESS this is not a passing trend. Our expert panel this week included connectors, integrators and marketers. David Chestler of Siteminder looked at how hotels can remain competitive and balance the mix of channels they use. Kevin O’Sullivan of Open Destinations illustrated how tour operators and wholesalers can integrate directly with suppliers to access a greater range of rates. Dan Miles of Melt Content Marketing examined how user behaviour is changing, enabling suppliers to be engaged earlier in the purchase journey. How is your organisation monitoring trends with regard to customer behaviour? We carry out both inhouse research and also work with partners on various projects. We have a long track record of looking at origin markets from around the world that visit Europe. There are general trends across the board but it is vital to understand what makes these markets tick and to be sure that we are offering the right product here in Europe. The biggest threat to Europe’s place as the world’s number one tourist destination is complacency. What’s different about how TOs can add value to the market today as opposed to, say, ten years ago? Many people have predicted the demise of tour operators in the digital age. Undoubtedly they have had to adapt and those that have survived and even flourished have moved towards more customisation and personalisation. The Internet puts the consumer in a much more powerful and informed position but information overload, a need for security and a sense that travellers are being provided services and experiences that they would not find that simply unaided have helped TOs and intermediaries stay ahead. On top of this many people are time poor and a TO can remove that extra stress. And the ability to deliver packages at competitive prices doesn’t hurt either. Nick Greenfield Head of Tour Operator Relations, ETOA ITB BERLIN NEWS • Saturday 12 th March 2016
