“The Internet is the most important invention since the wheel and it has transformed my business”.
This is the mantra of those that have managed to get to grips with the web and discovered how to use it effectively.
The problem for many others, especially those trying to carve an existence in the world of online travel for the first time, is that it is often quite difficult to ensure that even the easy bits are covered.
Take Silverjet, for example, which recently launched its business-class only service between London and New York.
To most marketers its web address, Flysilverjet.com, would not be the first choice for the new – and, by all accounts, rather luxurious – service.
Unfortunately the domain name Silverjet.com had already been snapped up.
The problem for the Silverjet airline is that the Silverjet.com site even looks like a pseudo-travel site, complete with links to ‘flights’ and ‘jet charter’.
The site is, in fact, a directory of advertising links to travel-related services such as private jet hire and cheap air tickets.
By sheer fluke (of course), we discovered that users can actually come across links to services more associated with, let’s say, the Mile High Club rather than a high-quality airline.
I think it would be fair to say that a number of users might be put off using the airline after visiting the rival site.
The airline told us it had attempted to get hold of the Silverjet.com domain name but would not elaborate.
The point to all this is that those entering the online travel arena for the first time may well find it is – as in the case outlined above – both a frustrating and bizarre experience.
There are plenty of other stories circulating about apparent brand hijacking and cyber-squatting. It is indeed something to be aware of as the rush to get online gathers pace.
– More from Travolution at Travolution.co.uk and the Travolution Blog