?????? ?????? ????????????.???? ????????????-???????? ???????????????? ???? ?????? ????????????-?????????? ???? ?????????????
Christian Ljungstr?m ?
Business Analyst | Strategic Analysis, Team Collaboration, User Story Mapping
?? Ticket's strategy is to pick one result in the same price cluster and lower the markup on 1 of the results in the same price cluster to gain a competitive advantage (see below screenshot).
?? Ticket's gain 1st position on at least 1 result in the same price cluster.
?? If Ticket's didn't have a special markup strategy the price wouldn't change from pic 1 and pic 2. Tickets other brand AirNGo keep the same markup in pic 1 and pick 2. And Etraveli's brands are markup-synchronized between pic 1 and pic 2.
The above markup strategy doesn't apply to Ticket's every markup situation. It can depend on a lot of different factors/parameters - for example airline, days to departure, incentive (or similar), amount of pax, long-haul/mid/long-haul, is kid included, the likelihood of customer adding ancillary services etc.
As OTA it's not so easy to only set 1 cent below your competitors' prices on flight-meta. Such a strategy is only a race to the bottom and likely will end in bankruptcy. It's also important to:
?? have the right organization, processes, staff, and tech.
?? think of what customers to avoid. It's not a coincidence that some of the OTAs have a booking process that looks like a Navy Seals obstacle course. These OTAs intentionally want to avoid customers that don't add ancillary services. Happily give your unprofitable customers to your competitors. Then the competitors get the burden, instead of your OTA, unless they are able to charge the customers higher than you.
?? focus on core business. No unnecessary rendezvous. Impossible to be a star in everything, even if might be close business activities at first glance.
领英推荐
?? booking process so the customers add ancillary service in the basket.
?? the devil is in the details. Like semantic, design, UX, and data.
?? fin-tech, exchange rates, automatization, self-service, ticketing, search, booking, payment, arbitrage robots, consolidators, rules/guidelines are different on different markets etc.
The competition between OTAs on flight-meta is furious. Leisure flight tickets are very transparent goods/services and have become very commoditized. And the difference between economy classes between different carriers is very narrow and almost impossible to tangle.
?? Maybe some legacy carriers are more eager to go on strike than LCC or Middle East airlines and Asian airlines.
?? Cancellation rules are also important in the pandemic era.
At the end of the day, an airplane is a metallic tube. Flights are a necessary evil activity to reach the destination. Accommodations are completely different goods/services than flights. At a hotel, the guest will stay for a longer time than on an airplane.
P.S. - First time reading my posts? Thanks for taking the time to stop by! If you enjoyed reading this article, you may also like: