At an EyeforTravel summit located in Singapore this April, a poll of the audience - largely comprising of travel industry executives - was taken. The questions focused on core elements of online business activities, and opened by asking how much sales revenues had changed over the past 6 months versus the same time in 2008.

Published: 20 Aug 2009

At an EyeforTravel summit located in Singapore this April, a poll of the audience - largely comprising of travel industry executives - was taken. The questions focused on core elements of online business activities, and opened by asking how much sales revenues had changed over the past 6 months versus the same time in 2008. The results uncovered that 26% of the audience had experienced a decline by between 5 – 15%, while 24% were down by more than a 15%.

When asked if the economic downturn had prompted companies to focus more on their online strategy, and a staggering 50% responded with “yes greatly”.

The final question related to investment in online marketing, and how this had changed in the previous 6 months versus the same period in 2008. The result was a huge focal shift with 25% responding with an increase of more than 15%, while a further 29% said an increase of between 5 – 15%.

Similarly, Rob Gurney group executive for Qantas Airlines, was recently quoted saying “Our research told us customers wanted the ability to book an entire holiday online”. Consequently Qantas have significantly increased their online presence, but are only one of a great many companies to do so based on this evolution of consumer preferences and prevailing economic conditions.

A very basic conclusion is that the difficult economic environment has coaxed businesses – more specifically sales and marketing teams - into refining / broadening their presence online. Perhaps an obvious progression given the quantifiable results that are readily attainable through online channels.

To help demystify the challenges and opportunities of online sales and marketing as well as offer some best practice case studies, is EyeforTravel’s 3rd annual sales and marketing Asia Pacific event. Scheduled for November 18 – 19 in Sydney, the two day program has adopted a complete online focus to remain aligned with the primary interests of the industry.

This year, presenters from as far abroad as France, Canada and Thailand will be throwing their combined experiences into the mix. Subjects on the digital chopping block include modern branding issues, consumer engagement and loyalty, the rebirth of affiliate marketing, the direct versus indirect sales channels argument, and all things related to the intriguing new area of social media.

Past events have hosted a large mix of sales and marketing gurus from a multitude of sectors within the travel industry. As far as thought provoking and interactive travel sales and marketing forums are concerned, this is the Asia-Pacific leader. More information can be found at www.eyefortravel.com/smapac or by emailing Reece Gladstone at reece@eyefortravel.com