Ecommerce, the turning point of organized travel

Ecommerce, the turning point of organized travel –

April 13


by Giulia Di Camillo
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Operation ecommerce for the Italian organized tourismwhich in the post-Covid era definitively takes up the challenge of digitization and launches a series of new solutions to conquer (or regain) a large slice of consumers who today prefer the convenience and speed of online commerce.

“Seeing a network opening an ecommerce channel may seem like a move that goes against agencies, but clearly it isn’t,” he said. Isabella Maggi, director of marketing and communication at Gattinoni, who sent his Gattinoni Travel online at the beginning of April – The product developed is accessible at any time, agencies could never have opened a similar platform on their own. This tool wants to enable him to be on the territory 24 hours a day, catching those consumers who now visit other travel sites. With Gattinoni I can go to the website of my adv, buy my trip, finalize the payment and be sure that the next day I can have the professional assistance, in terms of completing the purchase, from a consultant without losing the transaction. “.

Bit ecommerce organized tourism«It is inevitable that such a solution will not allow recover a lost part of traffic – continued Maggi – We will carry out a very important national campaign. The goal is to have all the technological tools available so as not to lose customers who otherwise go elsewhere. Agencies remain at the centerand they are approaching the project with enthusiasm, despite a little fear, but that in the initial phase is normal and understandable ».

Same line for Alpitourwhich started in December the Twin project (acronym for Trade & Web Integrated Net) went live, also here, at the beginning of April. A digital leap that aims to “overcome the divisive and conflicting vision between online or offline”, the general manager tour operating had anticipated to our newspaper Pier Ezhaya.

“Twin offers users the opportunity to collect information online and then choose, if necessary, the ad with which to conclude the purchase or discuss more in depth – he explained Paolo Meroni, chief revenue & digital officer of Alpitour – Clients can do everything online or complete in the agency. Obviously, if the customer decides to stay on the web, his experience must be similar to the one he experiences on the travel ecommerce sites we all know. And the approach to payment must be broadit must offer variety to be competitive ».

As for ecommerce, Meroni continued, «we are working a lot with Alpitour ed Edenas soon as we have reached the necessary solidity we will also go up Turisanda. It will be important to continue investing in the initial phase of customer experience online, because we are convinced that this can reward us. Investing heavily in the inspirational part will bring benefits to the agencies ».

Comes to the rescue of the ecommerce turnaround of organized tourism Scalapayspecialist of the defined payment method buy now pay later, which essentially gives the possibility to purchase a product or service and pay for it in three installments. “Ours is one omnichannel solutionwhich accompanies the consumer in all his experiences – commented the travel director Matteo Ciccalé – Scalapay helps sellers to entertain the relationship with the final consumer, lightening the purchase phase and encouraging conversion. Today in Australia, a pioneer of buy now pay later, 25% of transactions take place in this way. I think payment is today the fifth p of marketing».

But to better lead the e-commerce development of adv and to, training is needed: “These were years in which we met with difficulty – said Isabella Maggi – We started with the Academy initiative and among the trainers, those responsible for communication have a crucial role, in order to better understand this new approach put in place. It is urgent to train agents on how to communicate and on marketing, technology and digital. Today the owners are returning to the agency, and they must understand the weight of presiding over digital tools, including the social platforms. Here too, for example, we intervene with ready-made and centralized contents ».

Password differentiation, always. “We need to work on the particular – he stressed Dario Ricchiari, Easy Market Sales Director – Marketing remains central and you need to specialize a lot. Collaboration between partners is fundamental to facilitate processes, even if the technological field remains the simplest to compete with. In reality, the complicated part is what lies in the head of the agencies, in their professionalism ».

Il white label? Per Roberto Di Leofounder and CEO of eMinds, “They have always been a failure. For an agency that makes territoriality its strong point, I find it hard to think that the customer leaves online and then returns later. Perhaps, however, the current conditions are different, but for me the real challenge is to understand how technology can enhance consultancy, improving advice and proposals “.

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