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Product Differentiation
Holidays – not trips!
Cadabra is a clearly differentiated product aimed at a defined
niche of the online travel market - the touring traveller. There
are a number of key considerations which have guided the product design:
- End-User Appeal - Cadabra is clearly differentiated against the
current online booking systems with specific functionality to attract and better
meet the needs of users planning experiential holidays rather than trips.
- Full-service solution - Cadabra offers functionality to end-users
to enable them to research, plan and book all aspects of their holiday from a single
website.
- Value-added content - Cadabra offers the end-user direct access
to knowledge and advice about their possible destinations to enable them to consider
and evaluate every single option for their holiday.
- Usability features - Cadabra offers advanced functionality to simplify
operations for the end-user, for example:
- A variety of ways to start planning their holiday – to cater for travellers
with different destination knowledge.
- Options for end-users to indicate their preferences for key criteria such as length
of stay, accommodation type, leisure activities, etc, and then dynamically build
a selection of suggested itineraries for review.
- An itinerary manager enabling end-users to easily modify their itinerary (working
from a suggested tour package or from their own base) to further customise the tour
to their own design;
- Flexibility for individuals on the tour to undertake different activities at any
time.
- A journey-builder offering all the different options for travelling between any
two locations and displaying maps so end-users can graphically see their tour route.
- A printed and onscreen comprehensive itinerary giving ‘travel guide’ type information
set out in the order of the tour.
- Complete multi lingual and multi currency facilities allow the traveller to work
in there own language and currency
- Specialist sites for niche groups (eg skiing, diving) looking to base their holiday
around those activities – but still have access to Cadabra’s entire knowledgebase.
- Collaboration - Cadabra allows for an iterative collaborative planning
process, allowing end-users to work on their tour plan over days, weeks, even months
if they wish, saving versions of itineraries and trip options and sharing these
with other travellers in their tour party or ‘advisors’, wherever they are.
- Community - Cadabra includes community features, allowing end-users
to post reviews, ratings and suggested itineraries.
- Personality - Cadabra-powered websites have personality! Planning
a tour or leisure trip should certainly create anticipation and add to the enjoyment
of the tour itself, Cadabra websites are designed to be friendly in terms of look-and-feel
and usability, and are highly graphical with rich-media content such as photos and
videos.
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