March 21, 2012

Groupon little by little becoming an OTA


The company has already set up separate tour operating companies in France and Germany enabling it to legally package tours through Groupon, reports Tnooz. Groupon is also unveiling a luxury hotel brand called Edenist for the French market.

According to Gregory Linn, director of hotel and travel – Europe, Groupon is ‘little by little becoming an OTA with a difference’, which will enable it to capitalise on customers receving deals twice a week but not necessarily getting what they want. “We want to give them a second choice to go to a more traditional mode but still with more interesting packages.”

Speaking at a Travel Technology Initiative session on Optimising Digital Sales, Linn says 70% to 80% of customers have no intention of buying so are already removed from the average 15 sites and five-week planning that most consumers go through.

Groupon is also unveiling a luxury hotel brand called Edenist for the French market which has, so far, been ahead of other countries for the company’s business model.

Get the full story at Tnooz

Read also "Groupon launching appointment scheduling tool" at Bloomberg Businessweek

Related Link: Edenist - Groupon's luxury hotel brand in France