Effective Internet Sites In The Travel Industry
Analysis Report
into the Effectiveness of
Internet Sites in the Travel Industry
by
Bradley Scott Davies
Table of Contents
TABLE OF CONTENTS 2
EXECUTIVE SUMMARY 3
INTRODUCTION 4
Aim 4
Objectives 4
Structure 4
THE TRAVEL INDUSTRY 4
MARKETING OBJECTIVES & STRATEGIES 5
Flight Centre Limited 5
Harvey World Travel Limited 6
QANTAS Holidays 6
KEY STRATEGY CRITERIA USED IN COMPARISON 8
Table 1 – Key Selection Criteria 8
Table 2 – Internet Site Ranking 9
SUMMARY 12
LIST OF REFERENCES: 14
Executive Summary
This analysis report has been prepared to assist companies within the travel industry in the planning of their strategic e-marketing initiatives.
The report will focus on how effectively three of the dominant players in the travel industry have implemented Internet sites to in the Australian marketplace. The author has conducted an analysis of the Internet sites of Flight Centre Limited and Harvey World Travel Limited, both of which are bricks-and-mortar travel agencies. The Internet site of QANTAS Holidays was also compared, with the primary objective being to table the key findings and select the website with the most successful strategy.
The report commences with an analysis of the marketing objectives sought by each of the companies in the formulation of their Internet site. Further, the report will examine the marketing strategies used in order to achieve the objectives. Finally, comment will be provided on the effectiveness of the strategies used and the Internet sites graded in order of success.
Several points to note include:
• All three websites benefit from strong corporate branding from existing offline marketing strategies.
• Only Flight Centre’s website seeks to...
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