Case Study: Pan-European Market Research

A cruise line wished to evolve a European consumer and travel trade electronic distribution strategy that would recognise the differences in individual country markets but would yield efficiency gains from a pan-European approach.

Genesys was invited to conduct an extensive market research project involving several strands of activity. The first was desk research to properly size each European country market and to assess its pre-disposition to electronic travel distribution. This included gaining an understanding of consumer and trade use of electronic distribution channels, examining which channels were in prevalent use and analysing payment mechanisms commonly used in support of electronic trade.

The second strand of activity was to develop and execute a programme of interviews, talking to individuals working within the travel trade in each country market. The objective was to ascertain their views on the use of electronic travel booking channels and how this might change over the next five years, gaining an understanding of what facilities and functions might be required in the ideal cruise booking system.

The third strand called for Genesys to provide its own assessment of how electronic travel distribution is evolving across a timeline from the present day to ten years hence, so allowing the cruise line to ensure any technological developments would contribute to the future rather than having to be abandoned at a later date.

The work undertaken allowed the cruise line to put in place a strategy that will see the company becoming the market leader within Europe.

Case Study: The Future of Leisure Travel Distribution

An electronic travel distribution organisation wished to introduce products and pricing strategies that would see it become the leading player within its key market, so moving away from its current positioning as a commodity provider. Genesys was commissioned to analyse the industry and evolve a future product strategy.

The industry analysis covered both desk research and an extensive programme of interviews with key travel industry personnel. These provided detailed market research information, contributing to a revised pricing strategy for the current product set and setting the scene for future developments. Based on this research work and our experience of travel distribution, Genesys formulated a product development strategy that, when implemented, will see the distribution organisation introduce a set of innovative products that will truly add value to the travel industry, so sustaining its competitive position.

Case Study: E-Commerce Research

A hotel chain wished to ensure that it positioned itself amongst the leading exponents of e-commerce. Genesys was asked to prepare a comprehensive report into the use of the Web by all the major players in the global hotel industry including the investigation of intermediary and strategic partner activity. In addition, Genesys was asked to devise a competitive strategy for on-line promotion and search engine recognition.

Genesys carried out extensive market and competitor research compiling what was recognised as the most authoritative research document on hotel activity on the Web. Using its understanding of the mechanics of search engine operations, Genesys recommended a strategy for search engine recognition and advertising that enabled the hotel chain to compete effectively for business on the Web.