Thursday, November 21, 2013

Dare to Differentiate

For the past two days I have been taking advantage of the Live Stream for the #Phoscuswright conference in Hollywood Florida.  There has been a lot of talk of innovation, but really very little true differentiation over where we have been for the last decade.

We have been a decidedly air-centric industry.  Yes, we have added new sources of inventory (renting out homes and couches, or having people pay for seats in your car on a long drive, or renting your high end bike or motorcycle), but we are largely focused on business and vacation travelers and at the person that magically lands in a destination.

Over the past 7 years since I've been advocating a shift to the other 85% of travelers that do not fly, I have admittedly run into resistance.

I've talked to the CEOs of the GDS companies that insist that they have a non-air focus, even though their focus is really just non-air product and selling those (hotel, car, tour, cruise) to the air traveler.

I've talked to hotel companies that think that they are already marketing to the non-air traveler, but their booking engines still ask where you land, versus where you are coming from.

I have talked to OTAs that think that because they create something called a drive market product (looking for hotels 6 hours from home) that that constitutes a shift to the non-air traveler.

It is time to expand, to grow beyond the 15% of the market that we have as an industry clearly mastered.  I'm not asking you to abandon that market, but to differentiate yourself from the masses that are truly marketing to a very small niche.

 Download free copy of Dare to DifferentiateDownload Dare to Differentiate.   

This white paper was written in 2010 and it was followed by a syndicated study on the drive market known as the Project 85 study, with 85% representing the number of overnight trips in the US that are by car.

For more info about Project 85, see

Then get involved in the dialogue.  Click here to join the Project 85 LinkedIn Group.

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Ready, Set, Grow.

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