We often get asked how companies can best use their online presence to minimise the effects of the downturn. While there’s no silver bullet that works in any kind of business, some helpful ideas for the travel sector come from a recent (29 April 2009) presentation by the Association of British Travel Agents (ABTA) & accounting firmPriceWaterhouseCoopers (PwC).
Their “guide for surviving the downturn” was mostly presented from a financial management perspective, but it’s easy to see how much of their advice is actually related to the user experience of online travel booking:
One of the questions that inevitably came up at the end of the presentation was whether there’s still room for innovation in the current economic climate. The answer was quite straightforward: “Don’t stop innovating, don’t forget your brand, and have an eye for the future”. According to PwC, there are winners and losers in each recession, and those who can continue to invest & innovate to create a better user experience are usually among the winners.
Photo credit: specialkrb (via Flickr/Creative Commons)