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Choosing Between Direct And Online Marketing Channels In The Travel Industry

by Travel Trade Recruitment

Travel agencies follow certain processes to identify tourists of their choice and to communicate with them to ascertain and influence their needs, requirements and motivations at local, national and international level. The main purpose is to develop and adapt their offerings in accordance with the optimal satisfaction of their clients and maximize the objectives of tourism.

Tourism marketing is a branch of marketing specialising in the tourism industry. There are various ways of deploying a successful marketing campaign. In this article we discuss proposals which are relevant to all the forms it takes when applied to the tourism industry. These can be offerings that are designed, produced and promoted in the tourism market to serve specific needs for various clients according to their wishes. Tourism marketing is shaped and determined by the nature of demand and operating characteristics of the industries they supply. The forms of promotion and distribution used for tourist services also have their own characteristics that distinguish their use compared to other industries.

Online marketing

Online marketing or e-marketing is the promotion of products or services through the Internet which has created many unique benefits due to the considerably low costs in distributing information. The interactive nature of online marketing connects the creative and technical aspects of the Internet with the main functions of design, development, advertising and sales. Online marketing includes search engine marketing, display advertising, e-mail marketing, affiliate marketing, interactive advertising, blog marketing and viral marketing.

E-marketing like traditional marketing requires a solid plan with strategies based on research, market knowledge and common sense. Effective campaigns consist of a comprehensive strategy that matches the clients business model and meets the company’s sales targets focusing on target markets through proper choice of advertising channels and planning.

Comparison of online and direct marketing

There are some fundamental differences between online and direct marketing on an implementation level. For example, when it comes to market research traditional marketing uses primary data for consumers and competitors that are available in the market and secondary data from research companies. In online marketing, companies can collect data directly via online questionnaires and surveys as well as consumers profiles.

With regards to the market segmentation, direct marketing distinguishes target groups based on psychometric and demographic characteristics and treats customers with similar profiles accordingly. Usually such methods depend on data that are not always up to date and it takes a considerable amount of time for new data and profiles to be created. In online marketing the statistical approach is more dynamic and is based on current user behaviour.

Furthermore, in direct marketing product development is closely related to in-house resources and available technology while business activity is mainly focused on a small number of different business areas. In most cases, product testing is limited before it is released in the market. Online marketing offers a greater versatility via constant interaction between the company and the clients. Feedback from this interaction is used for the development of new products as well as for modifying existing offerings and services.

Finally, the pricing in traditional marketing lacks transparency and price differentiation while informing customers about new offers and discounts is a process that increases the operating cost of a business. Using email marketing, distributing this information can be less expensive, faster and more efficient. At the same time there is a better level of price transparency between different markets and businesses are able to lower their prices further due to savings realised by such methods.

Car Rental Charges Explained By Industry Insider…

Prevent additional credit card charges on car rental.

First of all, you must understand how the total price you pay is calculated. Everything starts with the daily base rate this is the rate you pay for the daily use of the car excluding all other charges. It doesnt mean that this is the price you pay!

Instead, you may find your total bill is double of that of the base rate. Extra mandatory charges like GST, airport location surcharges, administration fees, vehicle registration fees are all part of the total bill given to you at the rental counter. I cant stress enough the importance of getting a bill at the end of your rental, but this is another story. So, by the time all the extra charges are added onto your bill, you may find yourself paying almost double that seductive base rate.

To give you an example, a friend of mine rented a car in Australia with a base rate around $177 for four days. The final total? Including a vehicle registration fee, admin fee, airport location surcharge, a surcharge for not filling the gas tank, and a GST on top of all those other charges, my friend paid about $358 – more than a 100 percent increase over the base rate.

So how can you avoid nasty surprises? Below you can find a list of standard surcharges you’re most likely to find at most car rental locations in Australia, as well as some tips for your next trip to the car rental counter.

Airport and GST Surcharges

The majority of car rental transactions happen at the airports around the country. Airport surcharge is something that car rental supplier has no control over and it varies considerably from one airport to another. Therefore, when you pick the car up from the airport you should expect to pay between 3 and 18 percent extra on top of other charges. Unfortunately, you can’t avoid paying GST, which can will add 10 percent. However, if your car rental bill amounts to over $300 and you leave the country within 30 days after returning the car, you may claim GST component of your car rental at the airport.

However, you can avoid the airport charges – such as airport location surcharge fees by picking up and dropping off your car at an off-airport location. Be sure to weigh the possible inconvenience and the price of any additional transportation against the concession fees charged by the airport location – which can be between 3 and 18 percent of your total price.

The bottom line? If you don’t want to pay the airport location surcharge, check out your rental options downtown.


Your rental car comes with a standard insurance liability of between $2900 and $3300 depending on a car rental supplier. This liability can be further reduced by paying an extra daily charge of between $25 and $27. However, since the price of insurance is almost half of what you pay for you car, I recommend that you check your credit card/travel/car insurance to make sure it doesnt cover you in a rental car.

Gasoline Charges

For your convenience most car rental companies provide cars with a full tank of fuel, however, be assured that if you dont return the car with a full tank you will pay a higher price for petrol used to fill up the empty tank. However, most car rental companies now offer the option of purchasing a full tank of gas when you first take the car, enabling you to return the car with as much or as little fuel as you wish.

Please note that there is no refund for unused fuel, so its likely youll be paying a little extra for the convenience of skipping the trip to the gas station.

Drop-Off Charges

An extra fee is usually charged if a car is returned to a different location than where it was picked up. This fee varies by location; in some instances there is no charge, while you could pay $300 or more for cross-country drop-offs. However, some companies do not require a charge when dropping off in-state at many Queensland and New South Wales locations.

The 24-Hour Clock

Car rental industry operates on a 24-hour clock rate. However, there is also a 59-minute grace period before hourly charges apply. To give you an example, if you rent a car at 12:00pm on Tuesday and return it by 12:59pm on Wednesday, you will be charged for one day only. However, if you return the car after 27 hours (in this case after 15:00) you’ll then be charged for the full extra day. Hourly charges apply between 25-27 hours.

Early Returns

When you rent a car for a particular number of days, you sign a sale contract for that period. So, just like with any other contracts out there, if you break your contract you must pay cancellation fees. Since, car rental companies set their rates based on the rental period, the longer you keep the car the cheaper the daily base rate. If you managed to reserve a car for 7 days using one of these hot weekly specials and then decide to bring the car two days earlier, you might get charged at a default daily rate and your total car rental charge for 5 days might end up costing you more than if you kept the car for 7 days. Therefore, please dont forget to ask a car rental agent if you pay different daily rate for earlier returns.


Most car rental companies offer unlimited mileage in metropolitan areas, including all major capital cities (with an exception of Northern Territory) and some tourist destinations. I would suggest checking your contract prior to signing it as it clearly displays whether you get unlimited kilometres or not. Keep in mind though that smaller car rental companies usually charge mileage if you exceed a given daily km quota. In addition some “hot” special rates may not include unlimited mileage, so be sure to check before you sign a rental agreement.

Vehicle Registration Fees

Varying Rates and Peak Season Surcharges

Here is a tip that will potentially can save you hundreds of dollars. Book in advance!
Rental car companies’ rates vary a great deal from city to city, and sometimes even within the same city. Make sure to shop around. Be aware that you may pay a specific surcharge for traveling at a “peak” time, e.g. School and Public Holidays, Major events in your city, etc.

Age Penalties

Due to the insurance limitations, if you’re under 25, you may have to pay an additional fee, usually about $25 per day. Those companies who will rent to drivers under 21 often charge much steeper surcharges. Internationally, you’ll not only see penalties for underage drivers but also for older ones — those over 70 may have to pay extra (if they’re able to rent at all).

Additional Drivers

Adding more than one driver to your rental agreement often carries a surcharge, anywhere between $7 and $25 per day. Note that some companies, like Avis and Budget, will allow the renter’s spouse or life partner to drive the vehicle for no extra charge — so if both partners are planning to take the wheel, consider renting from one of these providers.

Frequent Flier Fees

Car rental companies often charge a small fee when you request frequent flier miles for your rental. The fee varies by airline, and can range anywhere from a few cents to $2 a day.


There may also be additional charges for things you had not considered, like infant and child seat rentals, roof racks and other extras. These could run you anywhere from $5 to $25 or more per day, depending on where you rent.

The Vast Car Rental Industry Worldwide -half 3

Competitive Rivalry Among Sellers

There are a number of factors that drive competition among the car rental industry. Over the past few years, broadening fleet sizes and increasing profitability has been the focus of most corporations at intervals the automobile rental industry. Enterprise, Hertz and Avis among the leaders have been growing both in sales and fleet sizes. Additionally, competition intensifies as companies are constantly attempting to enhance their current conditions and supply more to consumers. Enterprise has nearly doubled its fleet size since 1993 to approximately 600,000 cars today. As a result of the industry operates on such slim profit margins, value competition isn’t a factor; but, most companies are actively involved in making values and providing a range of amenities from technological gadgets to even free rental to satisfy customers. Hertz, for example, integrates its Never-Lost GPS system within its cars. Enterprise, on the opposite hand, uses subtle yield management software to manage its fleets.

Finally, Avis uses its OnStar and Skynet system to better serve the consumer base and offers free weekend rental if a client rents a car for five consecutive days Moreover, the buyer base of the rental car trade has relatively low to no switching cost. Conversely, rental agencies face high fastened operating costs as well as property rental, insurance and maintenance. Consequently, rental agencies are sensitively pricing there rental cars simply to recover operating prices and adequately meet their customers demands. Furthermore, as a result of the industry experienced slow growth lately because of economic stagnation that resulted in a large decline in both corporate travel and so the leisure sector, most companies as well as the trade leaders are aggressively attempting to reposition their firms by gradually lessening the dependency level on the airline business and regaining their footing within the leisure competitive arena.

The Potential Entry of recent Competitors

Getting into the automobile rental trade puts new comers at a serious disadvantage. Over the past few years following the economic downturn of 2001, most major rental corporations have started increasing their market shares in the vacation sector of the business as a means of insuring stability and lowering the level of dependency between the airline and conjointly the car rental industry. While this trend has engendered future success for the prevailing firms, it’s heightened the competitive landscape for whole spanking new comers. As a result of of the severity of competition, existing firms such as Enterprise, Hertz and Avis fastidiously monitor their competitive radars to anticipate Sharpe retaliatory strikes against new entrants. Another barrier to entry is formed as a result of of the saturation level of the industry.

For example, Enterprise has taken the first mover advantage with its 6000 facilities by saturating the leisure phase thereby inserting not only high restrictions on the foremost common distribution channels, however conjointly high resource needs for new firms. Today, Enterprise encompasses a rental location at intervals fifteen miles of 90 % of the US population. As a result of of the network of dealers Enterprise has established around the state, it’s become comparatively stable, more recession proof and most significantly, less reliant on the airline trade compared to its competitors. Hertz, on the other hand, is utilizing the full spectrum of its 7200 stores to secure its position in the marketplace. Primarily, the emergence of most of the industry leaders into the leisure market not solely drives rivalry, however conjointly it varies directly with the amount of complexity of getting into the car rental industry.

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Our portal searches 24 hours a day for information about businesses which have a potential interest in being represented on our site.

When we identify such a business, we send out an invitation for the owners to register their activities with us. So far, our invitations have been received well, predicting that soon we have a considerable number of business from around the world registered on our site.

This job goes on without interruption, as the speed of commercial expansion and the number of companies present on the Internet is rapidly increasing. When a business registers on, it is classified both by geographical region and by product or service in accordance with the standards published by the World Trade Organization (WTO). This information is fed into our data bank and becomes available to all the paid subscribers for consultation, prospecting clients, finding markets, suppliers and partners.

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Enterprise Car Rental – Revolutionizing The Industry

Enterprise Car Rental is a company that is well known in the car rental industry. They have been around a long time but joined the car rental game a bit late. Even so, they have grown and offer a unique product that has proven successful over the years. They credit their success to listening to what their customers want and it has worked. Here’s a brief history of Enterprise Car Rental and how they became an industry leader.

Early Beginnings

Enterprise Car Rental actually didn’t start out as a rental company at all. Jack Taylor owned a car leasing company in St. Louis, Missouri called Executive Leasing Company. He started the leasing business because he thought that people would be as interested in leasing a car as they would with purchasing one. His idea worked but he found that his customers wanted a car to use while their’s was in the shop. Taylor soon started Executive Car Rental in 1962. The business grew and soon Taylor wanted to expand the rental business.

The Enterprise Name

In 1969 Taylor expanded outside of St Louis but needed a unique name since “Executive” was used widely in the car business. Taylor decided to name the business after an aircraft carrier he served on in World War II and so the name Enterprise was born.

Keeping Cars for Locals

In the 1960’s most of the rental companies had moved from the city to the airport. Most of the travelers needed a car when they arrived and so the airport was a convenient location. However John Taylor saw the market for hometown rental offices that provide rentals to locals who need a car. With this thinking, John Taylor focused on this market and opened up locations outside the airport and in cities without an airport. His idea worked and his business expanded.

In 1974 a branch manager in Orlando, Florida came up with the idea of a drop off and pick up car service for customers. This was again revolutionary for the industry. Most of the other car rental companies remained at the airport where this wasn’t needed. This service proved to be popular with their target customer who needs a local rental.

Enterprise Car Today

Enterprise Car Rental continues to grow and still listens to what customers want. They continue to open in-town locations and serve cities that aren’t served by an airport. Their pick up and drop off service is still available and touted in the marketing. You can see why this company has grown in popularity and has become a big player in the rental car industry.

Car Rental Services Are Prominent In Automobile Industry

Car rental companies or services are very popular in today’s time. Every one is interested to hire automobiles from vehicle rental firms for traveling any where. These vehicle rental services provides any types of automobiles to their clients. They includes a some hatchbacks, sedans, passenger transport and many transport for their customers. They also help to avoid the hassle for making transportation reservations. Los Angeles have various car reservation firms which provide convertibles as well. They also provide their car rental services on online for those clients who didn’t come to their reservation center or office.

Automobile reservation services are always provide their services on exact time with an affordable price. These transport rental services understand the value of passenger’s money so that they also offer certain affiliation privilege to have avail discounts or coupons. Car Rental Reservations services always serve compact and economical services. They also offer large vehicle will make every clients leisure experience that much more enjoyable. These rental companies were also offer discounts if you rent during the week or if you take an extended rental instead of a weekend rental package. The trick to finding these deals is that sometimes you have to reserve your car a week or two in advance for their vehicles. Mostly they also provide driver for those who don’t know about

Los Angeles have several car reservation agencies which also provide their enormous features on their vehicle. In this county these automobile rental companies also offer great deals to their clients. They always provide their special rental offers which reduce rates further by looking for special offers and discount deals. Special promotions on car deals which available on online sites to attract customers with low rates. Car Rental Reservations Los Angeles services also give weekend specials or member loyalty program through which customers can further lower rates on rental car. They also recommends to check the complete documentation before hiring any types of transportation and also they often exclusive discounts and booking fees on rented vehicle.

Automotive rental companies also provides exotic and luxury vehicles from those companies such as hummer, Toyota, Nissan, Ford, Honda, luxury cars and sports cars. These agencies were also offer provide GPS systems on their vehicle for client’s convenience. According to these companies which they also offer lower rates for weekend renting, while some offer week-long rentals. The standard that most rental companies love to offer, though, is the three-day rental period. They also reduced the stress for difficulties of booking wagon for traveling anywhere. These car reservation companies also attracts their clients from other discounts. They also reserved these transportation with the help of credit cards so that they avoid extra insurance charges as part of the rental contract. Some type of car rental reservation also promotion their services with the help of magazine and newspaper as well. According to these transportation rental services the passenger’s should check the car facilities such as air conditioning, availability of airbags, foot mats and many more. They also provide huge discount deals to their privileged customers.

AvonRents is a Professional Truck, Van and Car rental company providing Car Rental Reservations Los Angeles,Car Rental Los Angeles and Van Rentals Los Angeles in California United States. The user can find more and complete details about renting the latest car, truck and van models which might better suit your needs.