Amazon Explore - Is This Another Attempt to Enter the Travel Industry?
Digital Marketing in Hospitality
— 12 experts shared their view



Founder | CEO | Futurist
Amazon has been testing, under the radar, with several travel-related services for a while now, mainly in India. Just last week, for example, it partnered with the Indian Railway Catering and Tourism Corporation to sell train tickets. We all know that. But I honestly doubt Explore is another attempt to enter the travel space, rather another step in retail domination. Amazon Explore, in fact, lets users "shop local on the other side of the world," and I would not be surprised if this feature will be used more by personal shoppers than travel guides.

Partner at Hudson Crossing
Looking at the travel world from inside travel lends us a perspective that is both more informed and more narrow. When we look at a potential new entrant, we're biased to think it will enter through conventional pathways. I think Amazon looks at travel as an outsider, which explains why they failed with their previous entrance and allows them to come up with creative entry points into travel like Amazon Explore. see more

Amazon has to massively increase its top-line revenue if it is going to continue is share price growth. It gets more difficult to do that as it grows. What industries can it get into that can help deliver that? Travel will not be Amazon's number one choice but they will not ignore it either. For all the positives that travel could bring to Amazon, they are fully aware of all the downsides. see more

Managing Director Hotel Mogel Consulting Limited
Amazon is the world's #1 retailer. Period. There is no #2, with Walmart a distant #3 (perhaps). Walmart is expanding as fast as they can into the online space. Amazon needs to build revenue. They already sell pretty much every product on earth, so logically, the next frontier is services. Travel makes sense. It has a high margin and has an opportunity for up-sell. My hunch: Amazon buys Expedia...why not!

Professor of Strategy at University of South Australia Business School
Although largely free from competitors, given its highly fragmented, and in some cases semi-professional nature, the activities/tours/experience sector would be hard, not easy, for Amazon to exploit. see more

Chief Digital Officer at Foundry | Marketing Instructor at the University of Nevada
In my opinion, it's highly unlikely Amazon is trying to move into the OTA space and become the next Expedia or Booking.com. They don't have the expertise or infrastructure currently and have other places to invest for growth. That said, there is a play in the local products and services market. Tour and attractions can fit into this nicely and it provides potential incremental revenue for Amazon. I believe it also helps de-commoditize artisan and local products and services to help them receive higher value and prices (e.g. Etsy). Probably a win-win. The other reality is that with so many people stuck at home and not traveling right now, in the worst case, this is a temporary campaign during COVID that's driving more traffic and engagement to the site with the possibility of generating sales. Really no way to lose here for anyone.

Founder of Hospitality Digital Marketing
Odd to think that we would refer to Amazon as not having the 'expertise and technology to enter the travel space as a major player". Was it that long ago that opinion was that if anyone could Amazon could? Are we not envious of how Amazon has streamlined the progression of conversion? Didn't anyone notice that Prime Video is a major entertainment producer and award winner? What exactly is the 'travel landscape' these days? With hotels selling bonds for future stays and common space for local school education pods? Where hospitality is done at a distance and less, (contact) is safer. Amazon and those lesser to scale than them are innovators. Discovering and offering what might be sold to those who might want to buy it. Nothing is made without a potential market, It's one of the reasons we build hotels where we did. With the uncertainty of at the very least short term of travel for many, why not offer a means of experience, (escape) on a platform they already have to an audience that can be introduced to a variety of options in a current and future tense to purchase 'things' for? Or am I the only one watching travel shows and videos?

Associate Professor at The Collins College of Hospitality Management
I cannot think of a reason why Amazon would not want to get into the tourism industry. Although at this point, Amazon Explore primarily competes against Airbnb Experience, Amazon can easily turn itself into another OTA. see more


The one-stop-shop nature of the Amazon site means it's often the first choice for consumers and this invite-only public beta to users in the U.S. will no doubt provide great insights into consumer behaviour, habits and preferences with live-streamed experiences. see more

Adjunct Professor NYU Tisch Center for Hospitality and Hospitality & Online Travel Tech Consultant
Amazon has tried unsuccessfully to tackle the online travel space twice in the past. Back in 2013-2015, Amazon attempted to do this “organically” with its ill-conceived Amazon Local and Amazon Destinations. In 2019 Amazon launched a flight search and booking service in India, powered by online travel agency Cleartrip, buried deep into its Amazon Pay section. see more

Co-Founder at TRAVHOTECH
it depends on how you classify 'travel'.
If travel for you is a physical thing, then no. If travel for you is watching a travel guide, like yesterdays travel destination book or glossy and that extends into the physical experience then perhaps yes. see more