The pendulum is swinging back. Online Social Media has not taken over the world – in fact significant numbers of people are deleting their Facebook and other social media accounts in favour of spending more face to face relationship time.
And while shopping over the internet has its uses, department stores aren’t likely to go out of business anytime soon. The majority of us still like to see, feel and touch items before buying them. You can’t tell how comfortable a pair of shoes really is by seeing a picture!
All of which leads me to topic of conversation I had a few weeks ago.
A member of the group proclaimed the internet was going to kill off many businesses – one of the main ones being Travel Agents.
“I predict that Flight Centre will no longer exist in 5 years!”, he loudly stated.
Now he may well be right if organisations like Flight Centre don’t adapt and create new niche markets for themselves. After all, most people I speak to book their travel flights and accommodation online.
And that’s fine if you have the time and inclination to search for stuff. But what if you don’t? Or simply don’t want to be hassled? And how about those hidden gems that aren’t found in your favourite search engine? (Some statistics claim that over 50% of small businesses don’t have a web site – so good luck finding them online!)
There will always be people who will pay top dollar for convenience and a unique experience.
We’re currently house sitting in Zurich. Brigitte, an old friend of Barbara’s just retired and is on a world cruise with her hubby.
And Brigitte (like Barbara) worked for a major travel agency Kuoni in Switzerland.
Years ago, Kuoni saw the writing on the wall with respect to travel. Margins are being slashed and it’s getting harder and harder to make a buck competing with the myriad internet sites out there offering consolidated fares.
So they executed a “Blue Ocean Strategy” and created a completely new market segment which then now effectively own.
Called Kuoni Concierge, it caters exclusively to high end travellers who want a unique experience and are willing to pay top dollar for it.
The Concierge service is exactly what your Head Doorman at a major hotel would have done for you years ago. This is from their website…
“We'll take care of holiday details such as private airport transfers, or late check-outs. We will arrange personal guides, organise special events, even private viewings in museums.
They're those extra special touches to really make your holiday.
Travel in Style
Start your holiday in style by relaxing in a UK Airport Lounge prior to your flight; we also have access to a wide range of airports lounges at many of our international airports.
Your Kuoni Concierge can complete your ultimate travel experience by arranging a private meet and greet service at the airport, private limousine transfers to your hotel and in some cases even helicopter transfers.
At your hotel
Some things are so important - or just so tempting! - that they are worth asking your Kuoni Concierge to arrange before you travel:
Mark your special occasion by arranging flowers, wine, champagne or a cake to be in your room on arrival.
Select an intimate private dining location for a truly romantic evening; you may choose to dine in the comfort of your own villa or under a canopy of stars on the beach with a private chef and waiter.
For professional divers and novices alike We can pre-book a variety of dive packages to suit your needs and experience.
Pre-book your golf tee-off times and buggy hire with your Kuoni Concierge at courses all around the world
Choose and book from treatments at the many award winning spas located within our hotels.
Tinytots – They will deliver all your baby needs direct to your resort and make taking a baby abroad hassle free.
Restaurants & Event Bookings
The Kuoni Concierge team has researched a wide range of sensational places to eat if you are planning to dine somewhere special. Whether you want to mark a special occasion, dine in an intimate venue or secure a reservation at a world renowned restaurant, we will be able to assist. Similarly we can check what's on and pre-arrange tickets for the theatre, opera or other events, or local museums and other attractions.
Must See & Do
Choose from a huge portfolio of experiences that are a must for any traveller. Whether it is an area to explore, world famous view to behold or trip not to be missed, your Kuoni Concierge can book your place in advance for you.
Something Special
Kuoni's experts in each destination have unearthed a selection of really special experiences that will be less familiar to many travellers and all the more surprising and delightful for that. Many of these are private and tailored to suit you and so your Kuoni Concierge will book them individually at your request. (Emphasis mine)
Yes, you pay for it. But what price is local knowledge and hassle free travelling worth to you?
If you’re a busy, time poor executive or business owner, or retired couple who want the trip of a lifetime, this is a service that could suit you right down to the ground.
And I happen to know Kuoni is doing extremely well out of this service, thank you!
All of which comes back to the fundamental marketing concept that you must carve a unique niche out for yourself and create markets where it’s very difficult for others to compete.
If you position yourself as a commodity, you compete on price and there will always be someone who will drive your prices through the floor.
Regardless of what the global economy is doing, there are very significant numbers of high net worth individuals who will gladly pay for quality and convenience.
Offer them a great service and you’ll never look back.
Rashid.
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