News Corp-owned Wall Street Journal is to launch its own “online travel agency” this week – joining the ranks of almost every other leading traditional newspaper brand on the web.
WSJTravel.com, according to the pre-launch amble, will feature deals related to content appearing on the main online travel editorial channel on WSJ.com.
Launching on January 28, WSJ says it will have around 50 planned trips on the system for users to purchase.
Details after that, however, are sketchy.
“Online travel agency” could mean bookings take on the site (unlikely) or simply seeing itself as a referral system to existing partner sites.
Either way the move signifies yet another large media brand attempting to find a way to make search and booking for travel work for readers – and, presumably, make it some money in the process.
The idea that mainstream newspapers can instantly turn themselves into one-stop-shops for a reader’s travel plans have had an extremely mixed success rate.
Originally it was thought that compelling content (such as that found in travel supplements the world over, and by extension on their associated websites) would draw eager consumers to the wider search and booking elements online.
The reality is that purchasers are more used to browsing dozens of websites before taking the next step.
The UK newspaper industry, for example, has tried partnering with metasearch engines (such as TravelSupermarket) to power flight and hotel search.
The Guardian worked with TravelSupermarket for a number of years but has since switched to the online agency white label model through Expedia.
The Telegraph also played a similar strategy, but opted for a Thomas Cook-branded search system after playing with metasearch for a number of years.
The question for business development directors on mainstream newspaper websites is whether the upfront costs of integration and partnering are offset by the potential revenue share they receive from sending traffic and/or travel buyers to the partner site.
The experience of many in the newspaper industry suggests it is an extremely difficult partnership to make work.
Not surprised by this move. I can already order my wine as a member of the WSJ.com wine club so travel is just another extension, even a related one. Agree with your opinion that it is not an easy partnership although they have existed in various forms for nearly ten years.
Did news corp not buy an Asian travel search company called http://www.wego.com a few years ago.
Does anyone know whether they are integrating Wego onto WSJ.com
I am a fan of their flights search – although its more Asian focused than US for fares