As the Internet evolves, retailers are learning new ways to profit
from it. Let me cite just two examples of trends that are making
this happen.
The first is affiliate programs that enable you to generate
revenue by linking your site to others. Companies in the
affiliate-program game, such as Microsoft's www.Bcentral.com or Commissionjunction.com, can help you learn how to
refer business to other sites for commissions or to receive
business from other sites.
Most of the well-known e-commerce vendors have affiliate
programs with thousands of participants. It doesn't take much
effort for you to become an Amazon.com affiliate and earn a few bucks by putting
that well-known brand on your site. The same is true of Priceline.com, a
site some agents link to as a way to reroute air transactions that
aren't likely to produce a profit.
But affiliate programs are becoming more sophisticated, reaching
beyond the obvious e-commerce connections. If what you sell has
broad appeal, the affiliate programs can help you figure out how to
get visibility on a multitude of Web sites whose visitors may want
what you have to offer.
People in all walks of life need to travel, so if enough of them
come to a site, no matter what the subject matter, your travel link
might be productive.
Yes, you will be competing with Travelocity.com
and Expedia.com for real estate on other people's Web
sites, but the number of sites out there is far greater than any
one travel brand can get around to, so don't rule out the potential
value of signing up with a company that will show you how to be an
affiliate.
A second trend that agents are recognizing can best be described
as a "reverse auction," in which potential buyers describe what
they want and sellers bid on their business.
A number of reverse-auction sites are looking for travel
professionals to service the needs of people who are posting their
requests on line. IWant.com, Respond.com and Ewanted.com are examples of sites that have
travel components.
Think of these sites as if they were page after page of
situations wanted or wanted-to-purchase ads because that's exactly
what they are. The difference is that there is no limit to the
number and type of categories that can be posted, and sellers with
unique products or services can more easily find buyers.
Affiliate programs and reverse-auction sites are just two among
many Web-inspired e-commerce techniques that are beginning to
broaden the horizons for retail travel agents. They enable you to
draw customers from a far wider radius than could ever be achieved
in a traditional brick-and-mortar business.