Travelocity.com targets Internet-wary clients

Marketing update

Marketing update

Travelocity.com targets Internet-wary clients

Report by TANYA JEFFERIES

TRAVELOCITY.COM has announced new initiatives aimed at persuading wary customers that it is easy and safe to book travel on-line.

It has installed a chat facility that allows up to three friends to communicate in real time while they are checking out holidays on the site.

One acts as a leader by working through the selection and booking process, while the others give their instant responses.

Travelocity’s customer service team also use the chat facility to give immediate advice to customers who have run into difficulties making a booking.

Vice-president Europe Jeff Lavender said “People travel in groups and sometimes they all want to participate in the selection of a holiday together.” He believes the system allows people to reach a decision about their travel arrangements more easily.

Meanwhile, the company has issued a pledge to cover customer’s liability fees up to £50 in the event of credit-card fraud. Some banks charge fees rather than reimbursing people fully when they have been hit by fraud.

Travelocity claims that no case of fraud has ever been reported to staff. It wants to reassure customers who do not trust the Internet that they will not lose money.

“I think one of the major reasons for people not booking on-line is the fear their credit card might be misused,” said Lavender. “This is an extra guarantee that you won’t be liable for anything.”

He explained that Travelocity’s overall strategy was to encourage potential customers browsing the site to take the final step and make a booking.

“We can measure where people exit our site, such as at the registration stage, when they see the price, or when they have to give credit-card details. We ask ourselves why they are leaving and whether we can give them the assurance to continue,” he said.

On-line assurance: Travelocity’s Web site has a chat facility and liability fees cover

Lavender: hopes new initiatives will reassure customers that booking on-line is a safe option