Has Booking.com has reached the levels of Google...... over the last 3-4 various senior of travel execs have said to me (off the record) that although Google advertising works and is cost effective they are not expanding their Google spend as it puts their organisation into too much risk… The same is now being said about booking.com
This is why a travel CEO’s and MDs as well as heads of distribution and marketing take such a keen interest in the age old problem of the evolving travel supply chain. As customer buying behaviour changes the whole industry has to respond. The internet, search, social media, mobile and big data have been at the forefront of the evolving travel industry over the last 15 years and if the head of the travel company ignores these trends they lose market share.
If they get it right the company booms.
2012 has been a roller coaster but as yet the Euro has not collapsed we have not jumped of the cliff and China is still growing. 2013 should be “fun.”
Hope you have a great Christmas break and look forward to seeing you at one our event in 2013