Hoseasons to trial links to other operators’ sites

Hoseasons is to trial web links to other tour operators’ websites to capitalise on potential cross-selling opportunities.

Chief executive Richard Carrick would not name operators involved in the trial but said they would offer holidays likely to suit Hoseasons’ customer base but would not be direct rivals.

The idea is that operators can provide each other with the opportunity to convert more bookings by tapping into each other’s databases, without losing customers, said Carrick.

He said: “Most travel companies are not short of demand but are very poor at converting that demand. The opportunity to sell other products is phenomenal but you have to be careful you don’t stretch the brand too far. We should be capable of selling other holidays.”

He added: “If you have an open mind about the opportunity then I think there is enormous scope.”

It also offers a way for Hoseasons to offer new products without moving into a new market itself, said Carrick, who stressed Hoseasons was unlikely to pursue acquisitions in the current climate.

He added: “It’s more cost effective to try new ideas online before going out into the market with a view to acquiring new companies.” 

Carrick said the company would “suck it and see” before making firm commitments to partnerships with other tour operators.
Hoseasons gets around 12 million visits to its website every year and has a conversion rate of 1.5%.

More information:

* Agents should not ignore domestic sales, says ABTA’s UK champion (Travel Weekly Feb 2009)

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