Building blocks for excellence
Tour operators need to put themselves back in the driver’s seat of the
travel industry.
They can do this by systematically striving for excellence in the field of D2C. We identify ten building blocks for achieving such excellence: a shared internal understanding, a powerful web address, a truly dynamic website, effective
customer retention management,
a multichannel approach that combines physical retail and e-commerce, the ability to create stories and become a social media player, a strong marketing budget (especially during the D2C ramp-up phase), potential horizontal or vertical strategic partnerships and alliances, organizational adaptation, and an intelligent KPI and steering system. These ten elements form the basis of a power play that can help companies take back control.
Each of the ten building blocks listed above merits a detailed discussion. To take one example, customer retention management – or CRM – should include a number…