上月在曼谷举行了Amadeus 2008展望峰会，来自116家航空公司的330多名代表参加了此次为期两天的会议。Yeoh Siew Hoon女士分享了其参会的一点收获。
　
　　1. 在线旅游业将专注于在线服务而不是在线销售
　
　　澳洲航空直销渠道总经理John Lonergan认为，现在航空公司的网站应该是更多地专注于在线服务，而不仅仅是销售产品。他认为在线渠道存在着隐成本，而澳洲航空网站（Qantas.com.au）最大的单一销售成本是呼叫中心费用。
　
　　对于我们而言，在线服务比在线销售更有优势。在线频道适合做什么？——客户忠诚计划。超过80%的里程兑换来源于网上预订，Lonergan先生说。
　
　　在线服务并不等于降低成本——其实它是在一个正确的时间向正确的客户销售正确的产品内容。最后，他说道，一些人会直接预订（机票），该旅行的人还是会旅行。
　
　　2.在线旅游分销应是针对个人的，并且是随处可及的
　
　　去年，英国航空有15亿欧元的收入是通过其网站实现的。在英国有38%的乘客是通过网上预订机票的，而全球只有27%的人在线预订机票。
　
　　英国航空的电子商务总经理Carsten Willert说，他们的Executive Club已经转变成为一个100%的在线平台：一个致力于销售、服务和常旅客计划的的一站式平台。
　
　　英国航空网站的特色是致力于人性化（服务），动态打包—使得英国航空获得了副业收入，同时客户在线预订非机票产品，这也提升了里程兑换其他产品的能力。
　
　　同时英航希望其网站（ba.com）能遍布每一个角落——小工具、移动电话和小型设备，Willert说。
　
　　3.廉价航空会存在于亚洲，但亚洲人仍然希望得到一定水平的服务
　
　　国泰航空的首席信息官Ed Nicol相信比起西方乘客，亚洲消费者对低劣的服务质量容忍度更小。
　
　　在亚洲，自助式服务的趋势并不会像其在欧洲和美国一样实现长足发展。
　
　　同时在未来，我们将会看到一套完整的飞行服务在亚洲航空业上有所运用——从飞机制造到乘客服务到航空科技，他说。
　
　　4. 在线旅游收费将从服务费模式向广告模式转变
　
　　在线旅游分销商正在尝试着新型的收费模式——Expedia已经与洲际酒店集团达成了一个基于交易服务费和媒体价格的混合收费模式的协议。
　
　　Expedia,inc. Asia Pacific, Partner Service Group的副总裁Cyril Ranque认为，这在未来将是一个很好的发展趋势。
　
　　5.元搜索提供的不仅仅是价格
　
　　Bezurk一直致力于特色搜索，这将使得其客户能够在价格以外，按照更多地特性进行搜索，例如酒店的类型，其首席执行官Martin Symes说。（Crystal编译
来源 ：环球旅讯

为大家提供一下英文原版：
Yeoh Siew Hoon shares some key takeaways from the Amadeus Horizons 2008 conference that was held in Bangkok last month. About 330 airline delegates from 116 airline companies showed up at the two-day conference.
　
Couple of key learning points I picked up at the Amadeus Horizons 2008 conference held in Bangkok late last month on travel distribution.
　
1. It’s about servicing, not selling online
　
John Lonergan, general manager-direct channels of Qantas, said that online had become more about servicing than selling for his airline. He said there were hidden costs in the online channel and the biggest single cost of sale on Qantas.com.au was call centre charges.
　
“It is better for us not to sell online but to service online.”What’s working in the online channel? Loyalty programmes. Up to 80% of redemptions are booked online, said Lonergan.
　
“Servicing online is not about reducing costs – it’s about the right content to the right customer at the right time.”In the end, he said, “Some will book direct, all will fly.”
　
2. It’s about being personal, and being everywhere
　
Last year, BA generated 1.5 billion Euros in direct revenues from its website. Up to 38% of passengers in the UK book online, compared with 27% of passengers globally.
　
Carsten Willert, General Manager, E-Commerce, BA, said its Executive Club had become a 100% online programme – a one-stop shop for selling, servicing and loyalty.
　
Features BA is working on – personalization, dynamic packaging – allowing BA to earn ancillary revenues (there’s that word again) and customers to book non-airline products, enhanced redemption capability.
　
And ba.com, he said, wants to be everywhere – gadgets, mobile, the works.
　
3. Low cost may be here in Asia but Asians still want some level of service
　
Ed Nicol, Chief Information Officer of Cathay Pacific, believes that Asian consumers are less tolerant of poor quality and bad service than their Western counterparts.
　
“The trend towards self-service will not go as far as it has in the Europe and US,” he said.
　
And in future, he said, we will see the full suite of aviation services being made available in Asia – from aircraft manufacturing to services to technology.
　
4. From fees to ads
　
Online Travel Agencies are trying out new models of partnership – Expedia has signed a hybrid model agreement with InterContinental Hotels that is as much about transaction fees as media space.
　
Cyril Ranque, vice president, Asia Pacific, Partner Service Group, Expedia said, “It’s a good trend for the future.”
　
5. Metasearch beyond price
　
Bezurk is working on search features that will allow customers to choose features beyond price – for eg, by types of hotels, said CEO Martin Symes

Source：thetransitcafe.com