A CAUTIOUSapproach to e-commerce is being taken by JMC as it revealed plans to launch its own fully bookable Web site by the end of May.
Marketing director Lindsey Allardyce said that while JMC will actively join the technological revolution, she doubted the industry prediction that 30% of sales will come via e-commerce by 2003.
She added that digital TV will be the most successful media.
Speaking at the official launch of JMCAirlines, Allardyce said: “By the end of May the Web site will be fully functional with the capability to accept on-line bookings. It’s an important development.
“However, while the Internet will be great for information gathering I am not sure bookings will reach the figures some people are predicting. I will be surprised if it reaches 20%.”
Allardyce said that booking through the Internet is still slower than the telephone or via a high-street agent, partly because it takes time for consumers to psyche themselves up to physically complete an on-line transaction.
The new JMC site, which will contain moving images, will be followed by other bookable sites including Neilson and Club 18-30.
“We need an on-line presence but I believe digital TV will be bigger than the Internet. But we are not going to rush into anything. It is early days,” said Allardyce.
Meanwhile, JMC managing director Simon Vincent said it was reviewing its deals with dot-com companies as the Thomas Cook Group steps up its e-commerce distribution plans.
He refused to reveal, however, whether it would follow Airtours, Thomson and First Choice and withdraw product form the start-up companies.
Vincent added lastminute.com’s sales turnover in the last quarter was four times smaller than the Thomas Cook site in January alone.