A fine Eastern Pende Panya-Gombe African mask. Coll.: David Norden
robots domestic travel
Interview with Neil Simpkin, digital trade and marketing manager, Flybe robots domestic travel
TDS Europe 2006 special: By EyeforTravel Correspondent July
31, 2006 | found at m-Travel.com
Search engine marketing in Europe is evolving into a significant part of
travel organisationís marketing strategy and calling on an ever increasing
percentage of budget, Simpkin had told EyeforTravel.comís Ritesh Gupta. The
detailed version of the interview follows:
Flybe is actively developing and managing both PPC and SEO strategies to
ensure we maximise opportunities through this channel. We work with Google,
Overture and Miva in the PPC arena to ensure we are competitive in the crowded
paid for search channel. We also work with an optimisation partner and beginning
to build our natural search presence, which is vital to minimise paid for
Suppliers such as the flight aggregators work well to supplement our routes
to market in a cost efficient way. Working closely with suppliers means driving
traffic and revenue generation can work effectively without diminshing brand
Absolutely, both in terms of aligning PPC and SEO strategies, plus,
integrating online and offline marketing campaigns to ensure offline generated
traffic is funnelled through to flybe.com via the search engines and not
dilluting traffic elsewhere.
Relevance. Flybe actually concentrates on regional specific terms rather than
high-volume generic terms which prove very expensive. Due to our point to
point route network across Europe, we are able to concentrate search strategies
on specific routes that ensure higher conversions and improved ROI.
I think this will be a significant step forward for the search engines in
terms of delivering higher converting traffic to travel websites and a merging
of search engines as a distribution channel with the flight aggregators, which
have proved a cost effective channel for the low cost airlines.
Integration of products is key. Empowering consumers to quickly and
simply create their own travel packages, making their choices across multi-stop
trips and multiple supporting product choices within that to create their ideal
itinerary is an important focus for Flybe this year.
I see there being two main challenges in this area. Firstly,
co-coordinating customer service focused enhancements such as pre-selected
seats, travel insurance and customer account management with additional partners
and external products such as car hire, hotels etc and ensuring a consistent
service and product for customers.
To continue to drive forward a market leading product and innovative customer
service offering. Flybe is not afraid to set the pace of change in the
airline sector and will continue to introduce innovative product features as we
have with pre-selected seating, pre-booked baggage and a low cost loyalty
programme to further differentiate as the low cost airline that offers added
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