opodo ota : case study
TRANSCRIPT
OLINE TRAVEL AGENCIES ANALYSIS
CASE STUDY : OPODO
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Table of contents
Opodo : business description pages 3-4
Customer group target pages 5-6
Opodo online customer services page 7
Opodo’s competitors page 8
Communication strategy pages 9-13
Opodo’s partners pages 14-16
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Business description
Opodo is a pan-European OTA launched in November
2001 in 2001. The french website (www.opodo.fr) was
launched in April 2002.
It was created by nine of Europe's leading airlines - Aer
Lingus, Air France, Alitalia, Austrian Airlines, British
Airways, Finnair, Iberia, KLM, Lufthansa and Amadeus.
The name Opodo is the abreviation for “opportunity to do”.
Opodo is now implemented in France, Germany, United
Kingdom, Italy, Denmark, Sweden, Norway, Finland,
Belgium, Spain, Switzerland, and Austria.
The mission statement of Opodo is to offer to travelers a
competitive price online travel service, with access to
flights from over 400 airlines, 30,000 hotel properties and
a worldwide fleet of over 750,000 hire cars, as well as
travel insurance.
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Customer groups target
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Travelers who are willing to perchase
online.They feel secure about
perchasing online.
Travelers searching for good deals by
comparing prices online, searching for
promotions.
Travelers preparing their travels
(choosing their destination/ looking for
price advices/ destination information
and tips).
Travelers sharing their experience.
On Opodo’s blog
Non travelers searching for ideas for
their travels and looking at price
range.
According to 2009 Opodo’s 6th French Barometer : Internet users travel more than the others.
Their socio-economic characteristics (younger, more urban, higher income) are that French
Internet users are still the champions of online travel: 74% of the French who have traveled in
2008 are Internet users.
France has 33.2 million Internet users, representing 64% of the French population aged 15 and
over.
Source: http://blog.opodo.fr/2009/4/1/barometre-opodo-crise-vacances-francais.aspx
Evolution of the french Opodo’s market
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Online customers services
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• Flight (price, airline companies, booking)
• Hotels (description, booking)
• Combinaison flight+ hotel
• Car rent (car rental companies, booking)
• Package holidays
• Cruise and ski
• Eurostar booking
• Online paiement
• Activities
MAIN SERVICES
• Promotions
• Travel insurance
• Travel guides (sanitary, travel formalities)
• Visas
ADDITIONAL SERVICES
• Opodo’s blog
• Community group
• My acompt
SOCIAL MEDIA SERVICES
Opodo’s competitors
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The 2 main competitors of Opodo on the
european OTA market are Expedia and
Lasminute.
Concerning their main services
Opodo, Expedia and Lasminute have
practically the same offer (hotel, flight
booking, activities, travel packaging…) and
the same positioning : providing quality
travel products to the best price.
However, Opodoo has developed compared
to its competitors a large range of social
media services with the launch of their
blog, their community ‘’Oh my globe’’ and
their twitter adress.
Customer’s communication strategy
The main strategyof Opodo concerning customer’s communicationmethods is : Social media communication.
Opodo social media communication:
Opodo’s blog (http://blog.opodo.fr/) : the blog provides customersreviews, news about Opodo, destination, airlinecompanies), advices and tips when travelling abroad…
Opodo community :’’Oh my blog’’ (http://www.ohmyglobe.com/).The community « Oh my blog » is used for customers to share theirreviews, their travel experiences : sharingphotos, comments, advices…
Opodo twitter (http://twitter.com/Opodo_UK). The twittersite givesinformation about the lastest news concerning the differentproducts (flight, hotel promotion, last minute flight tickets…)
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The advantages of using social media strategy
Drive trafficand
increasethe
linkability
Promoting new
products
Feedback on customerssatisfaction
Increasethe number
of customers
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Moretransparency
TrustAllows
communication
More information
1: Company’s advantages
2: Customer’s advantages
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Opodo’s partners
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OPODO SUBSIDIARIES
1- Promovacances : an
OTA mainly specialize a
travel packaging.
2- Karavel : an other
OTA, which has a range
of products dedicaded to
luxury.
OTHER PARTNERS
1-Airline companies :
400 airlines
2- Hotels and hotel
chains: 30 000 hotels
3- Tourim office
OPODO OWNERS
1- Amadeus (Global
Travel Distribution
System) owns 50%
shares of Opodo since
2004. Amadeus is the
world leader in travel
technology and his
mainly used by travel
agencies for flight, ticket
booking…
2- Europe's leading
airlines - Aer Lingus, Air
France, Alitalia, Austrian
Airlines, British
Airways, Finnair, Iberia,
KLM, Lufthansa and
Amadeus
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