Amazon Explore - Is This Another Attempt to Enter the Travel Industry?
— 12 experts shared their view
Amazon Explore launched recently, tries to capture consumer demand for experiencing virtual tours and activities in destinations, such as how to cook a dish, personalized guided tours of cities and attractions.
Some local experiences executives believe that this is Amazon's initial step toward entering in full force the highly lucrative and digitally-underserved "Tours & Activities/ Local Experiences" travel sector and that it would be an "easy implementation" for Amazon to become an online retailer/online travel agency in the local experiences sector and can do this "just by opening a category" on their site.
Other industry experts believe that these virtual tours are more like curated reality cooking and travel shows, more like Amazon Prime TV series, and not yet another attempt by Amazon to enter the travel business as an OTA and that the online retail giant does not have the expertise and technology to enter the travel space as a major player.
The question is, is Amazon Explore yet another attempt by Amazon to enter the travel space as a major player and online travel agency/retailer?
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.
I see this digital play as more of a retail experiment. Get great content linked with physical products and it will sell. Get great content linked with celebrity hosts and you sell a lot. Eventually, you may be selling entertainment, product, and actual travel experience.
We all know that Amazon Prime is ripe for a travel service. This will not be it I see a much bigger entry into travel for Amazon on the back of purchase. Travel companies and travel tech companies are a lot cheaper now than last year!