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Thomson TUI Offline e-Tourism Strategy - Case Study Example
The online B2C works through three established businesses, "Hotelopia, a well established brand in Europe, LateRooms, a leading seller of late availability in the UK, and AsiaRooms, the highest traffic B2C accommodation business in Asia." (p16, Results-Sept 2008)
Hotelopia has made its presence prominent enough in the travel industry, which has resulted in its being the subject of news articles as well, which offer free publicity for itself. An example is the article that appeared on 10th September in newspapers (Dromore Leader)
A favourable newspaper article about a business/company has the kind of credibility, which even the best crafted advertisement cannot have, since the reader views the article as written by an impartial observer, while the ad is a case of blowing one's own trumpet. This, notwithstanding the reality that newspaper articles on companies often are the result of a well-orchestrated publicity plan done by it, with much of the content of such an article being provided by the business concern itself to the writer.
LateRooms provide customers with last minute accommodation, a facility which is not easily available offline, as a real-time offline facility covering destinations across the world is a physical impossibility. LateRooms charge the hotels a commission and not the customer. Besides, with last minute bookings, hotels are glad to provide accommodation below rack rates in order to maximise capacity utilisation, and minimise losses on account of rooms not hired out. ...