Opodo will embark on a high-profile marketing strategy next year as it strives to shed its image as an air-dominated online agency.

UK country manager Neil Mott admitted shifting its perception as a flight-only specialist remained one of the major challenges facing the company. But he stressed it was making progress.

Mott said the aim was also to raise the brand identity and, critically, to ensure it was in the “consideration mindset” of online shoppers.
The comments followed research from Trip-Vision and PricewaterhouseCoopers which showed public awareness of Opodo is lagging well behind its online rivals.

Whereas Opodo has 25% awareness, lastminute hovers around 70%, Expedia 60% and ebookers 40%. Mott conceded admitted more needs to be done.

“We need to raise the awareness but you can’t forget that lastminute launched in 1998 and were the darlings of the dot com boom,” said Mott. “We didn’t launch until 2002 so were late to market.

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