So they could be tempted to buy content i

The Internet has all changed. Previously an individual purchased package holidays in a shop. Then, airlines, hotels, car rental, receptive and companies those who assemble these products in packages, tour (TO) have put online their products, bypassing traditional agencies in their special relationship with end customers. These last, keen promotions, build themselves their trip. They can now happen TO which assembles and the agency that sells.

The magnitude of this disintermediation - accelerated by the companies air low cost-a surprised. "The issue of most of the airlines, hotels and TO, said Franck Brault, associated with the firm of SKP, is"out"all intermediaries." As the less expensive direct access encourages a more effective and sophisticated customer relationship. The Internet also saw emerge agencies online "pure players". Frédéric Vanhoutte, who presides over their association in France, Level, spoke of "tectonic plates": their growth is 10 to 12 per year on average and they are gaining market share (8 in 2009 in France, 10 in 2010).

Rise of the Web

The first wave, which grew quickly, including by external growth internationally, is General (Lastminute, Expedia, ebookers, etc.) sometimes with a dry flights connotation (Opodo, Go travel, etc.). Some like requirements-Promovacances eroding the territory of the TO assembling their own products. Jean-Marc Siano, President of the Executive Board of new frontiers, these agencies in ultraconcurrentielle position will go towards consolidation. "They dominate the dry flights but with tiny margins and attempt to sell packages.". They are looking for strategic agreements, but the producers are reluctant to release their flagship products. So they could be tempted to buy content, i.e. hotels or TO. "They must also find other remuneration. In their wake, a second wave of success-stories thrives, positioned on niches. In France, e.g. travel private, Ecotour, Travelfactory, France from North to South...

The German groups strength

This Web boom coincided on the French market with the entry into force of German integrated groups, both companies charter, hoteliers, tour operators and distribution system. TUI and Thomas Cook (ex - C & N), have taken over ten years leadership in France (as in Europe) and continue to strengthen. TUI, party of production capacity (new frontiers, Marmara), has to concern its distribution control from which the recent agreement Havas Voyages - Carlson Wagonlit Travel. Thomas Cook is the opposite: it had a network of distribution (ex-Havas travel) and strengthened in production with Jet Tours. Today, the two are investing heavily in online. New borders, for example, to set up this channel of 16 of its sales today to 20 in 2011 and 30 in five years.

Each guard under its umbrella a large number of brands, the group providing sharing of procurement or distribution synergies. But their capital remains open and narrow margins. "There are the result of an external growth model where the basic bricks were not always fully integrated," said Alexis Gardy, Roland Berger.

On the margins of this polarization, "remains in France a fringe of TO well withstand the invaders and keep a fairly consistent market share", observes Bruno Despujol, the firm Oliver Wyman. Their hope is to regroup or find allies. "But the maturity of the customer requires them to be more precise in their market positioning."

Franck Brault, SKP, is expected to a consolidation of these players on the French market "because they earn little money." "One of the reasons is that the awards have become the first criterion for the purchase of travel for more than half of the French producers poorly differentiated into mid range on the same axes, hotels and dates, which multiply promotions and overabundant offer."

Survival of the independent

In this context, is what place there for traditional agencies They can fight on commission rates as long as certain TO need them. To survive, the self-employed may also bind to a mark to push its products. "It cannot carry a sign controlled by the frontal competitor of distribution for which franchisees are the back-up troops," replied Jean-Pierre Mas, of AS travel. "Integrated groups make us almost unavoidable because there is a pole TO which they were not filialisé and who need us, as Fram, Transat and Kuoni, which allow us to secure our stocks", he added, saying "more optimistic on the sustainability of physical agencies on the development of online agencies whose success is a phase of growth in volume."