Online travel platforms need to adopt competitive strategies
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The recently concluded round-table on the online travel market organized by Amadeus focused on the burgeoning US$8.6 billion online travel market and how online travel agencies must put in place a solid overarching strategy to ensure that their performance, expansion and services match this growth.
The round-table was chaired by Ahmed Youssef, regional director of marketing and operations, Middle East and North Africa, Amadeus including panelists such as Basema Al Jaberi, senior e-commerce specialist, Telecommunications Regulatory Authority (TRA); Hijazi Natsheh, general manager, marketing, Cleartrip; Stephen Leeds, emerging products business leader, Visa Middle East; and Mona Faraj, managing partner Insights Management Consultancy and Middle East market analyst, PhoCusWright.
TRA’s Basema Al Jaberi said: “Undoubtedly, the region’s online travel sector is poised for exponential growth backed by the government’s efforts to improve the security and reliability of electronic transactions and develop a solid electronic infrastructure.”
Reiterating the importance of considering and putting into place strategies that empower businesses to succeed online, Amadeus’ Ahmed Youssef said: “There may not be any magic formula for global players and start-ups to secure success in the Middle East online space, but paying close attention to some basic and vital elements can go a long way. Businesses must prioritize understanding their prospective customers and purchasing behaviours and adapt product offerings to meet diverse needs. Furthermore, looking at services beyond bookings and engaging with customers throughout the travel journey – pre-trip, in-trip and post-trip – will enable businesses to differentiate themselves in an increasingly competitive environment.”
The discussion also touched upon crucial subjects including factors that hinder the growth of online travel agencies, absence of payment gateways, the role of the industry in educating consumers on the use of the online platform, and opportunities for new established players from developed markets entering this space in the region.