It’s Friday the 13th and a good day for a new update on the current online marketing affairs in the hotel and travel industry after a longer break:
How Orbitz attempted more personalization and got bad press
Apple fans took to Twitter last week with their outrage after The Wall Street Journal reported that Orbitz is recommending higher priced hotels to Mac users than to PC users. There was a media frenzy with follow-up articles condemning Orbitz’s discrimination against Mac users. In defense, Orbitz’s PR firm released a statement highlighting what the company considered an overlooked fact: Orbitz does not show Mac and PC users the same hotel at different prices. The Wall Street Journal was blamed for burying this fact in the article and so misleading many readers. The point is, Orbitz identified last October that Mac users had the preference of booking more expensive hotels and simply made it easier for them to find what they were looking for. This is personalization. In addition, Orbitz say they use other information to determine results, such as past purchases and location. Therefore, search results are not only determined by hardware but many other factors that are being used to offer the user a better experience.
Still, the damage has been done and it remains to be seen whether the media outrage puts (Mac) users off Orbitz.
Apple wins a major patent for iTravel
Apple has received a major patent that relates to transportation check-in and to employing near field communication for identification and ticketing by transportation providers. The timing for this patent is perfect as Apple recently announced a new feature called Passbook which is coming to iOS 6 this autumn. Scott Forstall, Apple’s Senior Vice President of iPhone Software, stated that Passbook would include travel services such as a boarding pass and express check-in both covered by the iTravel patent. The Near Field Communications (NFC) aspect of the patent will also be important for Apple’s future iWallet application.
Apple’s iTravel check-in system will work with Macs, but more importantly, with iOS devices such as the iPhone, iPad and iPod touch. Ticketing and identification information will be stored on the iOS device and transmitted, to another electronic device e.g. via near field communication. The device may be used to check into flights, hotels, car rentals, cruises, trains, buses, and so forth.