The Travel industry has proven immense resiliency after the economic and environmental challenges of the past few years. According to travel research analysts, U.S. online travel sales are on the rise. We’re starting to see more consolidations in the industry, and I expect we'll see more travel companies look for alliances with companies that have complementary products and services.
As a consumer, I always want more competition in the marketplace. Competition helps decrease prices and increases the need for creativity and innovation. While consolidation may be needed in the industry, I’m curious to see how it affects prices, loyalty programs, and service. I also wonder how these mergers will impact other related industries, like hotels or cruise lines.
The challenge for all businesses will be to differentiate their brands from the competition through more than just price. Customer service, ease of doing business and unique products will play even greater roles in a brand’s value proposition.
Microsoft Advertising Travel Industry Specialist