Tips From Travelocity

November 14, 2007

Michelle Peluso, CEO Travelocity

Michelle Peluso (MP) is an entrepreneurial CEO, she knows when to hold ‘em and whe to fold ‘em. Here are some tips she offered at PhoCusWright last November.

What can OTA do to increase revenues?Â

MP: Expanding into the Asian and European markets. Shift from a price focused comodititzation into an experience based format. Using Kayak style interface, yet still recreate the the Travelocity experience.

How can you switch from a transactional interface into experiencial purchase?

MP: We need to separate and segregate the customers base. Different people want different travel needs. Experience finder helps people scroll through a series of media and reviews, and thus helps offer suitable experiences.

What can be done about longtail product?

MP: So far most SME tour companies are terrible at it, but they are getting better. There is an audience for a smaller product, but it is necessary not to crowd the site with all of the content. We need to ensure relevance, and great parters.

When growth strategies are concerned, build vs. buy?

MP: We will not be specialist content providers, we can do it through partnerships.

Will you charge booking fees?

MP: If you provide value, consumers will pay for the service.

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