Priceline hopes to capitalize on shopper urge for food for the experiential with the launch of Priceline Experiences, providing greater than 80,000 actions customers can guide.
Priceline Experiences additionally permits the OTA to supply its clients a extra full trip-planning expertise with out having to go away Priceline.com.
Denise Bialek, Priceline’s senior director of ancillary merchandise, stated final week’s launch of Priceline Experiences, powered by ticketing platform Musement, marks the OTA’s first vital foray into providing bookable actions. Priceline did have a “small-scale” providing of actions up to now, however Priceline Experiences is a “considerably greater initiative,” the OTA stated.
“We have been very targeted on air, automobile, lodge and cruises for a few years,” Bialek stated. “I am actually excited that that is the official entry into the in-destination a part of the expertise. This can be a very totally different sort of product for Priceline if you happen to have a look at our historical past, so we’re simply actually excited to lastly convey this to market.”
The 2 primary drivers behind the launch of Priceline Experiences, Bialek stated, have been shopper demand, particularly because the pandemic wanes and vacationers are more and more on the lookout for bucket-list experiences, and the necessity to guide experiences prematurely.
“The actions house is just not in contrast to every other trade proper now the place they’re coping with staffing shortages and different challenges,” she stated. “It is now develop into extra essential than ever to guide these items prematurely, as a result of they need to plan.”
Smaller operators have to plan to have workers out there to information friends, Bialek stated, whereas bigger operators may promote out quicker, making it harder for customers to guide.
Bialek herself skilled the latter state of affairs on a current journey to Iceland, when she missed seeing the Blue Lagoon as a result of she did not guide tickets far sufficient prematurely.
“It is an thrilling time, I feel, to be launching these merchandise, and extra related than ever,” she added.
Glenn Fogel, CEO of Priceline father or mother firm Reserving Holdings, has lately talked about his want to supply vacationers a extra “linked journey.” He desires clients to have the flexibility to guide and regulate a complete journey in a single place.
Bialek stated Priceline Experiences helps the OTA develop into extra “full service” for its clients, who need entry to bookable actions and experiences.
“We did not simply wish to get you to your vacation spot, we really needed that will help you plan your total journey,” she stated.
“We all know that our clients over-index in planning actions throughout their journey, so we felt this was a very smart way to assist our clients not solely plan for the air, automobile, lodge, however then plan what are you going to do in your journey.”
Priceline is not alone: Its OTA friends have additionally upped their choices in actions lately.
In actual fact, 2018 was a banner yr when “the excursions, actions and points of interest section was dubbed the following massive supply of progress within the journey trade,” Phocuswright stated in its U.S. On-line Journey Company Market Report 2021-2025. “The class flourished in 2018, and OTA giants, together with Reserving and Expedia, have been vying to place themselves as leaders.”
Initially, they have been sourcing provide straight, Phocuswright stated, however they’ve since modified ways and began working with companions like Musement, Viator and GetYourGuide.
Certainly, Reserving.com made the introductions between Musement and its sister firm, Priceline, Bialek stated.