Dear Travelocity, I can help you not suck.

In keeping with the “open letter” trend, I have a few things to say to my Gnome crazed buddies in Dallas.

So, if I were running Travelocity (and I totally could)…here’s what I’d do to decrease the 'suckage' that is impending, with changing trends.

1. Pull Google. I know you’re spending millions, and it’s your main source of sales. But, you gotta kick that backstabber to tha' curb before he just embarrasses you on your own playground.
2. Invent it again. The reign of OTAs is weakening. Travelers and sellers are miles apart, and how have you innovated? Your apps suck, your deals aren’t exclusive and you haven’t changed the long process of booking with the need for speed. Pretend the platforms and technology you rely on don’t exist (because give it a few years and they won’t), get to the heart of the OTA business and do it again.
3. Bring the travel agent back. Picture this: real life home business parties selling….*gasp* travel instead of Tupperware. Single mothers in sparkling Purple Lexus’ changing the world and putting their kids through college one trip at a time. (I have a patent on this concept, in case you get any ideas)
4. Finance. Travel is expensive, it’s time to put “something on it” and still work towards that culturally rich getaway. (JB patent #2, Layaway Vaca™)
5. Buy Tripadvisor from Diller already. IAC (Barry Diller/Expedia) owns the behemoth review site, but have you even tried to make a play? Now that TA has overcome Expedia in popularity, usage, ad sales and better cafeteria food, bet you’re kicking yourself. There is a sliver of oppty though, TA is an aging brand and we fickle internet users love new with funny names and a clever Facebook install. Go bargain hunting (maybe Virtual Tourist) and kick that puppy into social integration. Viola! Instant install with consumers clamoring for travel contests and taking the same trip as their buddies.

I know that I haven’t always been kind to OTAs, as a matter of fact, I’ve pretty much blocked them with my destinations, as they cannot play nice in the sandbox. See my old blog post, http://dotcomconfessions.com/advertising/dmos-fighting-travelocity-over-bed-tax But, with Google poised to be the only OTA in a matter of years, it’s time to rally against an inevitable monopoly and help these OTAs retain our travelers, thus helping us extend and communicate our brands more effectively.

So, hey Mr. Gnome, if you need a Barbie Barbee sidekick, call quick. Mr. Diller’s lookin' kind of cute. ;-)

Originally published Summer 2014 on TRAVELMARKETINSIDER.COM By Jennifer Barbee