Futuro y desafíos de las agencias de viajes online para el 2019

Las agencias de viajes online (OTA) continúan su proceso de crecimiento y evolución en el mercado, según un estudio de la investigadora Skift. La búsqueda de nuevos mercados y la oferta de nuevos productos conforman los principales desafíos para estas empresas.

Por ejemplo, las dos grandes OTAs mundiales, Expedia y Booking, centran sus esfuerzos en hacer crecer su alcance geográfico y ampliar su oferta de servicios y proveedores.

ONE-STOP-SHOP

La principal tendencia de las OTAs es retener a los usuarios en su sitio web o plataforma online de venta. Para ello, aplican modelos de venta one-stop-shop, que ofrecen todos los servicios que un cliente puede estar buscando.

Esto quiere decir que, además de sus ofertas tradicionales (hoteles, aerolíneas y alquiler de automóviles), las OTAs agregan ahora más servicios turísticos.

El objetivo es convertirse en “una ventanilla única” para cubrir todas las necesidades de los viajeros. Se incluyen servicios de restaurantes, alojamientos alternativos, transporte terrestre, tours y actividades turísticas, entre otros. La tendencia es continuar ampliando la oferta.

EXPANSIÓN Y REFORZAMIENTO

Skift destaca que aún hay espacio para que Expedia y Booking Holdings amplíen su alcance geográfico. Ambas compañías se encuentran en la búsqueda de nuevos destinos y hospedajes en las ciudades o los países que forman parte de su oferta actual.

A nivel global, Expedia es actualmente líder en reservas de hoteles, aerolíneas y tiene una ventaja relativa en tours y actividades. Por su parte, Booking domina en alojamientos alternativos, alquileres de autos y restaurantes.

A nivel regional, en cuanto a los establecimientos de hospedaje y los alojamientos alternativos, Expedia lidera en Estados Unidos, Canadá, Oceanía y Sudáfrica. Booking, a su vez, encabeza el mercado en Europa, gran parte de Asia continental, Japón, Medio Oriente y Latinoamérica.

El estudio hace énfasis en la expansión de Expedia en mercados prioritarios y reconoce que sus brechas más significativas incluyen los territorios de Rusia, Hungría, Polonia, República Checa, Perú, Argentina y Brasil.

Mientras tanto, en el caso de Booking, se prevé que mejorará su alcance en Estados Unidos, Canadá y Australia. Ambas compañías tienen grandes oportunidades de crecimiento en los mercados emergentes, refiere el informe de Skift, que es destacado en el último boletín TurismoIN de PromPerú.

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