The benchmark of successful modern retailing is true loyalty and repeat business. By restoring clarity, confidence, and fun to travel shopping, we can grow trust and improve the way travel is perceived compared to other industries.
Whether looking at better content, modern merchandising, or more customer centricity, the focus must be on delivering lifetime value. This is the path to better, longer-term relationships with customers and breaking the cycle of re-acquisition which plagues the entire travel industry.
The industry was once seen as a retailing pioneer — in fact, flight tickets were the first items to be sold online. And travel can be a leader once again. But we need to learn from outside our comfort zone and take lessons from retailing greats in other industries. And we need to sell to customers in the way they want and expect.
Retailing elsewhere is constantly advancing. If travel businesses that don’t follow suit, we’ll be left behind for good. We’ve got a unique opportunity in having the dream product to sell, and people who are desperate to buy it. So, let’s get out of our own way, and sell it right.