The market branch of flight tickets is changing continuously, and in the last few years the number of OTAs (Online Travel Agencies) that participate to the market has been growing increasingly, bringing the competition to a higher level. Another factor that has fostered the growth of this market was the appearance of metasearch engines, websites capable of performing multiple researches and of showing to the end-user the prices offered by several different competitors, in order to allow for an immediate comparison of the offers and to provide the settings to choose the best one. In this thesis, we compared the behavior of different OTAs within one metasearch engine, looking for the possible strategies used. To obtain the data regarding the price trend of OTAs in the metasearch engine, we have created a software able to get and store automatically information from the website skyscanner.net. Thanks to the knowledge provided by the OTA Bravofly regarding its strategies within the metasearch engine, it was possible to perform a comparison between Bravofly and all the other competitors in terms of tickets price trend, aimed at highlighting similarities and differences. Assuming that each OTA has no knowledge about the strategies of the others, we believe that discovering just a tiny amount of information regarding the unknown world of competitors pricing strategies, a single OTA, as Bravofly, could be one step ahead of its competitors, adopting strategies that make users prefer it over the others.
Il settore del mercato dei biglietti aerei è in continua evoluzione e negli ultimi anni si sono sviluppate sempre più OTA (Online Travel Agency) che vi partecipano, portando la competizione a livelli sempre maggiori. Un ulteriore fattore che ha generato la crescita di questo mercato è stata la nascita dei metasearch, siti web capaci di effettuare multiple ricerche e mostrare all’utente finale i prezzi offerti dai vari concorrenti in modo tale da permettere un confronto immediato e la scelta dell’offerta migliore. In questa tesi ci siamo occupati di confrontare il comportamento delle varie OTA all’interno dei metasearch alla ricerca delle strategie utilizzate da questi ultimi. Per ottenere i dati inerenti l’andamento dei prezzi delle OTA in un metasearch, abbiamo creato un software capace di richiedere e salvare in modo automatico informazioni dal sito skyscanner.net. Grazie alle conoscenze fornite dalla OTA Bravofly riguardanti le sue strategie all’interno del metasearch, si è potuto effettuare un confronto tra questa e tutti gli altri concorrenti nella vendita del biglietto aereo in modo tale da evidenziare analogie e differenze. Partendo dal presupposto che ogni OTA non conosca le strategie delle altre, riteniamo che svelando anche di poco l’ignoto mondo delle strategie di prezzo adottate dai concorrenti, una singola OTA, in questo caso Bravofly, potrebbe partire con una marcia in più rispetto agli altri concorrenti, adottando strategie a sua volta capaci di portare a vendite sempre maggiori.
Pricing online di biglietti aerei : analisi strategica delle online travel agency in dominio metasearch
GARGANO, ERIC;NOSEDA, MARIA AYERO
2014/2015
Abstract
The market branch of flight tickets is changing continuously, and in the last few years the number of OTAs (Online Travel Agencies) that participate to the market has been growing increasingly, bringing the competition to a higher level. Another factor that has fostered the growth of this market was the appearance of metasearch engines, websites capable of performing multiple researches and of showing to the end-user the prices offered by several different competitors, in order to allow for an immediate comparison of the offers and to provide the settings to choose the best one. In this thesis, we compared the behavior of different OTAs within one metasearch engine, looking for the possible strategies used. To obtain the data regarding the price trend of OTAs in the metasearch engine, we have created a software able to get and store automatically information from the website skyscanner.net. Thanks to the knowledge provided by the OTA Bravofly regarding its strategies within the metasearch engine, it was possible to perform a comparison between Bravofly and all the other competitors in terms of tickets price trend, aimed at highlighting similarities and differences. Assuming that each OTA has no knowledge about the strategies of the others, we believe that discovering just a tiny amount of information regarding the unknown world of competitors pricing strategies, a single OTA, as Bravofly, could be one step ahead of its competitors, adopting strategies that make users prefer it over the others.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/116028