Dot-coms face competition from digital TV

Dot-coms face competition from digital TV

The public will soon be able to buy holidays via their television or their mobile phone. John Lavabre reports

INDUSTRY figures have predicted that digital television could be the latest technological innovation to revolutionise the travel trade. This was the message from speakers who attended the Digital Distribution in Travel conference, held at The Meridien Waldorf Hotel in London.

Travel Channel commercial director Gary Wardrope said digital TV has benefits as consumers are already familiar with the technology.

Marketing and advertising could be used more accurately and brochures, one of operators’ biggest overheads, could be ditched and replaced with video footage beamed straight into the consumer’s home.

Despite these claims, he does not believe the high-street agent is dead. “People like the human touch,” he added.

Telewest Communications strategic account director Dr Karsten Kärcher said digital television has already superseded the Internet. “We are now starting to see the end of the Internet as we see it today.” he said.

Kärcher said an increase in the number of digital subscribers, combined with the fact every household already has a television, could spell the end of the dot com companies.

He urged agents and operators not to underestimate its potential. He admitted that launching on digital television is expensive and said the best way around this is working together with rival companies to spread the cost.

Tuned in: families are already familiar with the technology of television and would be morewilling to use it as a booking tool

quotes

“I can’t imagine buying a holiday on the phone while walking down the street.”

Gary Wardrope, commercial director, Travel Channel

“I do not see any evidence that there aren’t people shopping on the high street.”

Peter Shanks, managing director UK distribution, First Choice

“Digital television has great implications for travel.”

Ian Reynolds, chief executive, ABTA