Dynamic Packaging and Extras in NZ Travel Websites

As I am now based in New Zealand I did a little survey of the top travel websites (according to Hitwise) for New Zealanders looking to travel outside New Zealand. Only travel agents / airlines were included missing off media and some pure accommodation only websites such as Wotif.com and Travelbug.com. I would have included Qantas however at the time of doing the survey their NZ website was non existent and I was re-directed to the Australian website which didn’t allow NZ departures.

I have highlighted four main areas of the websites that usually provide the volume of sales and profitability, flight only option, accommodation only option, holidays that are either a dynamic package or set package and extras in the booking path. Although some of the websites offered extras, in my eCommerce experience the volume in extras is offering it as an option before payment in the booking path. I did not look at the product pricing or range in this exercise, but will be done at a later stage.

The main headline results of the survey are that only three websites scored highly in my book. They were Air New Zealand, House of Travel and Expedia.co.nz. All three of these have a good user experience, offered a good range of product and real flexibility. Although not all of them had the same flexibility or offering they were equal.

The Top Three
Air New Zealand – Good dynamic packaging, offered a good range of extras in the booking path. Only Air NZ flights (wouldn’t of thought of anything else)
House of Travel – Good dynamic packaging for flight + hotel, didn’t offer hotel only booking and only insurance as an extra in the booking path.
Expedia.co.nz – very good dynamic packaging, not just flight + hotel but other combinations such as flight + car and hotel + car. Additionally Expedia do provide a full range of extras options in the booking path.

I think that the most disappointing were the Stella Group businesses, United Travel and Holiday Shoppe, their websites were the same with just different branding. There was some limited set packages which were not able to book online. The flights and hotel searches were separate and there was no extras offered in either booking path.

Without just giving the Stella Group a hard time, the other surprise was Travelocity not including flights or dynamic packaging. I know the rest of the Travelocity stable of websites Travelocity.com and Lastminute.com do offer flights and dynamic packaging and whether this is a temporary thing or not, there is some major catch up to do to the standards of Air New Zealand, House of Travel or Expedia.co.nz.

Website owners feel free to contact me if you thing that any assessment is wrong.

If you can't see this table you can link to it at http://www.edwhiting.com/nzwebsites.jpg

List of Links:

http://www.airnz.co.nz/
http://www.houseoftravel.co.nz/
http://www.flightcentre.co.nz/
http://www.webjet.com.au/
http://www.grabaseatquick.co.nz/
http://www.expedia.co.nz/
http://www.goholidays.co.nz/
http://www.unitedtravel.co.nz/
http://www.jetabroad.co.nz/
http://www.holidayshoppe.co.nz/
http://www.travelocity.co.nz/