Take the geographical factor for one. Technology adaptation and reach differ across the globe and for the few billion individuals who cannot get online the offline channel becomes the primary sales medium for travel companies.
Neither can we ignore the cultural factor and landscape of the target market. It plays a significant, and sometimes critical, role in choosing the right channel strategy. The Asian market to a large extent, and the Chinese in particular, prefer to book trips in groups – the personal offline touch is widely needed in this region. A host of OTAs in the Asian market operate a combination of offline channels - 24/7 contact centers, offline sales call numbers and live chat functions – even as they upgrade their technology.
And what about the customer segment that lacks awareness of the Internet and its content and services? Or the group that is disinclined to use online channels? Offline channel is the answer again.