| July 2003 - Although worldwide business and leisure travel spending
is down compared to last year, there is still room for optimism for hoteliers,
especially those taking advantage of hidden niche markets. Just ask
Hyatt International, Avalon Resorts, Wyndham, Jolly Hotels of Italy and
other hotel groups who are targeting airline employees.
Numbering in the millions, airline employees are considered by some to be the most frequent flyers in the world and for good reason. Commonly referred to as Interliners, these travelers take an average of 7 trips per year.* As expressed by Ronald G. Drake, VP Marketing & Sales for Pan Pacific Hotels and Resorts, �Airline employees fly all the time and do so for free or at extremely reduced prices. Many of them have this curiosity to see the world and a fairly significant number can afford our type of special rate". Often traveling last minute, these world travelers are taking to the Internet utilizing ID90.COM, a Web portal specifically designed for the employees of the world�s 140+ airlines. �Our objective is to help hotels fill empty rooms in both high and low periods by targeting airline employees. There is no other traveler out there that can fly from Los Angeles to Tokyo or London within a couple of hours notice. We really help hotels fill LAST minute inventory,� explains Tristan Schukraft, Managing Director of ID90.COM. Michael Curran, Director of eCommerce for Wyndham Hotels & Resorts agrees, �By promoting this availability (travel industry rates) on a more active level, we can start to build brand loyalty and brand awareness for short term or last minute bookings from airline industry employees. Something you just can't get from sites like Priceline.com, Travelocity, and the others�. In addition to filling rooms, Wyndham�s goal together with other hotel groups is to utilize this tremendous word of mouth exposure airline employees offer to fill their rooms with full revenue guests. There�s even an old industry proverb exemplifying this very resource says Tristan, �telegram, telephone, tell a flight attendant�. However, Tristan cautions �One should not think of the airline employee travel market as just flight attendants, for in all industries you have various levels of employment such as upper management, and varying degrees of income�. It is this mix of airline personnel that Wyndham likes according to Michael Curran, �ID90.COM brings all airline employees, airline manufacturers, and airline retirees all into one, easy-to-use and easy-to-market-to place�. So, it seems that Mom was right when she said, �For every gray cloud there is a silver lining�. In this case it�s hoteliers� who are taking advantage of hidden niche markets, such as airline employees who can and will continue to travel worldwide. * A total of 931 airline employees responded to ID90.COM�s survey questions. Survey results were averaged and numbers were rounded. Actual numbers were 6.9 trips.
Wyndham International, Inc. is the fastest-growing upscale brand, the 4th largest hospitality and lodging company in the United States, and according to a J.D. Power and Associates survey, was rated #3 in customer satisfaction. Based in Dallas, Wyndham International owns, leases, manages and franchises hotels and resorts in the United States, Canada, Mexico, the Caribbean and Europe. Pan Pacific Hotels and Resorts offers travelers 18 excellent hotels and resorts in 11 countries throughout the Pacific Rim. |
