Comparison & Contrast Between Two Online Holiday Companies - Essay Example

Comparison & Contrast Between Two Online Holiday Companies -lowcostholidays.com and kuoni.co.uk Grade Table of Contents Table of Contents 2 Analysis of Lowcostholidays.com 4 Analysis of Kouni.co.uk 8 Comparison: Unique Selling Points Analysis 12 Conclusion 14 References 15 Introduction For this report, we will be comparing and contrasting the on target market operated by both the holiday websites – lowcostholidays.com and kuoni.co.uk. Both of these websites are very popular online holiday portals. On the first look of lowcostholidays.com, we see a very cool and calm approach to the website. It is simple yet very appealing to the viewers. Lowcostholidays.com is essentially targeting the middle class families who look forward to travelling but have a very limited budget for the same. Kuoni.co.uk, on the other hand, has a different approach and a different feel to the website. The moment we get into the website, it gives a rich appeal and talks about luxury destinations, which clearly implicates their target market (Sigala and Christou et al., 2012). Kouni.co.uk targets the upper class by offering luxury holidays packages with premium pricing which is not affordable by the average middle class families. Comparison of Online website features Experience Element Low Cost Holidays Kuoni Perception Cost effectiveness and pleasure sophistication and value Objective Clearly outlined online objective Clearly outlined with an easy layout Encounter Warm- symbolized by pink color Natural- theme has a natural landscape background Analysis of Lowcostholidays.com Above is a layout of lowcostholidays.com’s website. They have constant offers showing up the moment one opens their website. They have also come up with their exclusive facebook application, which integrates travelling with social media. This contrasts to that of its counterpart. Reuters reported their launch of this application. According to this report, lowcostholidays.com was among the first to anchor its travel site to Facebook through a customized application. The site’s top ten destinations feature has been able to provide its visitors with the ability to view top travel destination by utilizing the ‘Were Here’ API platform. This is in line with (Yu & Goulden, 2006)’s assertion that social media integration into a company’s web based platform is important for marketing. By using facebook as a secondary tool, the site is able to offer a variety of options for its different clients. For instance, tagged individuals, shared photos and collections are able to be viewed for more information on the popular destinations they visited. The site application also provides customized occasion options like for couples or party occasions. As a result, any client looking for a specific get away is able to practically do so using the Facebook API. Even during the actual tour, the application may help others, mostly their close friends, find out how they are going through the different sites and scenes they have visited. This is shared by the individual clients using the photo tagging or sharing capabilities of the web- based application. As a result, the top 10 destinations application can be said to be one of its kind in the sector. It is able to anchor into social networking technology to be able to enhance the efficiency and scope of destination and product marketing. As a one of the first users of this web based technology, lowcostholidays.com has been able to advance its marketing through effective information dissemination to its potential clients mostly found in the Facebook social site. This is one of the most important areas that social media and technology use has enhanced for many tour websites (Sundbo, Orfila-Sintes & Sørensen, 2007). The intensity of marketing through this application can even be quantified. For instance, lowcostholidays.com has been able to take advantage of an average of 170,000 check ins. Given that each check in is able to generate further information spread through the sharing and tagging capabilities, the number of people reached may be even double or triple the initial number to about 400,000. According to Reuters (2012) this is a good marketing tool since it helps those who have never visited the destinations being marketed have a feel of it. For instance, this is usually achieved through Facebook gatherings, where users with an experience likely to urge different clients to book by means of the terminus page and utilize the application (Tso & Law, 2005). Lawrence Hunt, who is the company’s COO recognizes the benefits of this application especially because it has benefited the company in marketing of available products. In particular, he states that the organization has benefited a lot in the occasion bookings. In addition, the company’s director of destination marketing also recons that even as the application continues to be advanced; the information that might be concentrated from the stage through devices will increase. This generally implies that the application will be even more beneficial when mobile phones and other portable devices are able to be brought on board. Marketing through mobile phone based applications has been noted as a major driver of destination bookings (Lough Irwin, 2001). This is because more individuals have access to the internet through these devices than any other electronic device. For the lowcostholidays.com website, generating a group of onlookers is additionally an evidence of the immense potential esteem (Ayuso, 2007) in this information for goals. the company is able to consolidate a large amount of versatile check-ins, photo tags and photograph spread, which does a lot to further provide information to users. According to Reuters (2012) in the near future, many tour websites will turn their focus on how to improve marketing returns through utilization of Facebook and other web- based marketing applications. True View and Homepage Takeover In addition to the Facebook API, the lowcostholidays.com website has also used Youtube as a tool of broadcasting messages to the potential clients. This is because Youtube encourages the relay of imaginative messages that cannot be fully captured through photo sharing or tagging approaches provided by social applications like Facebook. The company’s online director states that the Youtube application provides the company with the ability to attract different users and even rate their levels of engagement with the brand. This can be achieved through the frequency and time taken to watch such videos. According to Reuters, (2012) different marketing options were anchored in the Youtube application like the Trueview and Homepage Takeover. Tong, (2013) mentions the value of experience that should be relayed in any marketing feature for the tour companies. The Trueview has been able to enhance experience of clients in many ways. First, it has the ability of being emebeded in Youtube and therefore clients are able to watch the commercials. The feature is only 30 seconds long, which is good to eliminate the possibility of being skipped by the client before the whole message is passed. In addition, there are annotations showed up all throughout the feature. This is good enough to urge clients into finishing the view and even being registered into promotional draws. Lowcostholidays.com tried different focusing on choices and guaranteed they were focusing on a significant crowd (Tong, 2013). Results Trueview and homepage have seemingly benefited lowcostholidays.com in many ways. To be more precise, the marketing director reports a massive 80% increase in the number of guests for its different occasion offers (Tong, 2013). Many people seemingly have become aware of the brand through the information and experience spread using the web –based applications. The Trueview has been a high performer since it has been able to increase brand consciousness, generating a higher number of visitors in the site. As a result, lowcostholidays.com has not stopped at these applications. It has continued to look for opportunities to utilize other technology based promotional tools. Analysis of Kouni.co.uk Historically, Kuoni, a Swiss based company, began looking far from home travel destinations from the early 60’s. It has been able to expand to the populous Asian market through its liason office in Japan by the year 1963. The company’s European presence has also been further developed with the general population posting empowering the organization to venture up its worldwide development (Slater, 2001). To continue with its expansion plans, the company has subsidiaries all over Europe and Asia. Particularly, its positioning in the UK market as a holidays destination company has been good for its growth (Tjoa and Buhalis et al., 1998). For any travel agency, expansion and strategic positioning in the high value markets is usually good for success (Wunder, 2000). Back in Switzerland, the organization has kept on consolidating its market base by securing Private Safaris, the nations top specialist sector. This is in line with Evans & Peacock (2000) who state that market domination is very essential for tour and travel organizations. However, this could not be achieved through a strong online presence. The online marketing option is the best means of attaining promotional excellence for the tour sector (Middleton and Clarke, 2001). Through destination marketing online, different bundles or packages on offer are able to be explained to potential clients (Wunder, Engel & Pagiola, 2008). Kuoni’s online capabilities are therefore highly developed. This has been in line with its growth and expansion program. Even though acquisitions are important for expansion, marketing contributes a lot to growth (Baloglu & Mangaloglu, 2001). The website has different attractions like diving excursions mostly offered for targeted areas (Pearce, Tan & Schott, 2007). A report published by travelweekly said that Freelancing travel agents have hit out at Kuoni after the driver multiplied its online markdown to 10% for the Easter weekend. The move came as a stun to agents, who said they couldnt contend with the tour specialists online costs and that it might be pointless (Go & Govers, 2000) offering Kuonis occasions through the weekend. No less than one said it might be reassessing its association with the administration (travelweekly, 2011). It is comprehended agents get around 10%-12% in requisition installments from the driver. Kuoni, which as of recently offers 5% off chose occasions busy on the web, said the change was a strategic proceeding onward chosen properties in Sri Lanka, Thailand and the Caribbean over the bank occasion period for 2011 takeoffs (Atilgan, Akinci & Aksoy, 2003). The offers, which went live on its site today, incorporate seven nights overnight boardinghouse at Mount Lavinia Beach lodging in Sri Lanka for £598, which incorporates a 10% online markdown. Kuoni UK overseeing executive Joanna Edmunds said: "This is an online strategic offer to attempt to create deals for these properties over this period, reacting to foreseen contender movement. This offer is not accessible through whatever possible of Kuonis dissemination channels." She added that Kuoni kept on working nearly with the exchange that is the "key" to its dispersion methodology (Travelweekly, 2011). Website features Kuoni’s website has been obviously built for marketing. First is the quality of the website which provides an ultimate tour experience. A good feature in the website is the way destinations can be simulated by the user. There is an in – built navigation that is able to take the visitor through the scenes and best moments while at the chosen destination. Secondly, the website’s performance is obviously high. Performance mostly relates to the nature of content the website has that has an impact on usage. The website has well laid out menus that are easily loadable and guide the user to the specifics he or she wants at any particular time. One does not have to have fast internet access to be able to navigate through the website’s features. In addition, it is also compatible with devices like smart phones. To a large extent, the website is also one of the most reliable tour related sites in the sector. It rarely breaks down or provides prompts on some unavailable features. This is important for the company’s marketing. The reliable perception generated by the website is able to attract potential clients to the company. Fourth, the website’s use of appropriate images that are varied according to the destination chosen by the user is a plus for the company’s online marketing. The right images and the clarity in the placing and positioning of images in the website creates an experience for the user. The images also make the site attractive and therefore able to make any visitor want to find out more about the company and what it has to offer. Another important feature in the website is an online chat feature. The Kuoni chat allows a user to enquire more on a given destination with a personal travel expert always ready to respond. In this way, even for a visitor who does not have time to go through the whole information provided, guidance is provided promptly. The website also has a download section where its brochures are able to be accessed by visitors who may need a printed version for further decision making. Since customer feedback is quite essential for the process, there is a rating prompt after every chat to enable the visitor comment on the level of service. This is very important for quality assurance purposes. It is also interesting to note that the company’ website is able to provide online booking and quote services. As a result, one does not have to visit Kuoni’s offices to be able to book for his or her preferred destination. Generally, the website’s layout is easy for navigation. It sort of generates the interest of the customer to look out for more information. It is not a onetime website. Anyone who visits the site is likely to be tempted to look at it and discover more. The images are quite captivating for a visitor. In addition, there are videos that provide even better experiences for the website’s visitors. As a result, one is able to have an overview of a destination and feel as if he or she has visited it. This is one of the best marketing points for the website. Third party elements Apart from the direct online marketing features of Kuoni, there are other third party applications that have been utilized. Notably, Kuoni has a large online presence that has helped in further marketing of its products. First is the company’s Facebook account that has information on the different destinations available. Through Facebook, Kuoni has been able to improve interactivity with its clients and potential ones. With thousands of followers, any information posted in its official Facebook page is guaranteed to reach many individuals on the go. Secondly, the company has a Twitter account as well. This twitter page has a link in the main website as well. As a result, it is able to post periodic updates on the new destinations, offers and rates to its worldwide followers. Just like Facebook, the Twitter account has also enabled the company to improve interaction with its clients and potential ones. It is also able to get feedback from the followers on what could be done to improve its services. Next, because the company also needs to provide a near experience to the target market, it has a fully functioning Youtube channel. Through this, it is able to post the past experiences of the tourists and visitors according to the different destinations. Video shoot of the live sites and scenes is an important element of destination marketing. It is able to create a feel of the place and make the client even more eager to find out more by visiting the place. Lastly, through the Kuoni android application, the company has anchored its marketing on the advantages of smart phone market. Among the features provided by the application include destination shopping, online booking, downloads of informational materials, feedback to the company and viewing of pictures and videos of the popular destinations. This is the single most important market feature of the company since it has a direct impact on individuals. Comparison: Unique Selling Points Analysis Element Low Cost Kuoni Emotional Uniqueness Website features. For instance, The 30-second feature that lowcostholidays.com prepared was planned particularly for Trueview, to exploit the characteristics that the commercial organization has in offer. A viewer is able to register in a promotional offer able to win him or her a voucher for a specified occasion on schedule. Lifestyle and solid high-end and high-edge customer service through its markdown tour and travel operations. Nice use of images according to the choice destination Selling Points Cost effectiveness. Variety. The company has made acquisitions making it able to offer specialist services like scuba and other remote ocean occasions packages. Relative Positioning Social Media Presence. It is among the first organizations to launch this creative application utilizing Facebook practicality. Anyone who visits the site is encouraged to also look at their Facebook page and like, share or tag their favorite photos. This has been good to drive growth in terms of bookings. Epansion. The Company has so far opened up 13 of its own stories across the nation and is working with chosen agents to open double marked shops. It has constantly focused on its shops in ranges where they wont rival agents offering Kuoni occasions and has beforehand denied any procedure to build UK immediate deals, appeared for be 58% a year back. Product and price content Has an easily accessible interface for calculating the costs of the products according to destination of choice. All details are catered for in the automated cost calculator including the place of departure and chosen destination, the dates of travel, preferred accommodation and the number of guests to be involved in the travel The site therefore offers a promise of cost transparency and affordability as depicted in its name Costs for the website not easily accessible since a lot of navigation into the menus is required. However, the website still has an option of enquiring for a quote according to the chosen destination and the accommodation required. Conclusion After having discussed the promotions done by both kuoni.co.uk and lowcostholidays.com it is clearly evident that both of them are successful in their promotions but in their own respective fields. Kuoni has had a long association with travelling even before they came up with their website. They are still successful with their physical promotion and presence and attract many customers who are looking for relaxations by travelling to some exotic locations. Lowcostholidays.com, on the other hand, is successful in their own way by doing significant online promotions and launching their exclusive application on facebook with the help of Betapond. They have successfully established themselves as low cost solution for travelers worldwide. Sticking to their current market and trying to capitalize on their target customers would help them to continuously be successful in their respective areas. References Atilgan, E., Akinci, S., & Aksoy, S. (2003) Mapping service quality in the tourism industry. Managing Service Quality, 13(5), 412-422. Ayuso, S. (2007) Comparing voluntary policy instruments for sustainable tourism: The experience of the Spanish hotel sector. Journal of Sustainable Tourism, 15(2), 144-159. Baloglu, S., & Mangaloglu, M. 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