In mid-November, the CEO of Living Sociable, Mr. Tim O’Shaughnessy, declared the launch of their Instant Escapes product during the PhoCusWright travel industry conference, held in Arkansas. This digital marketing product will provide users with last-minute weekend hotel plans. Immediately on making this announcement, O’Shaughnessy was barbequed by Chris Loughlin (CEO of TravelZoo) on the profitability of daily offer websites, and the of funds for further growth.
While O’Shaughnessy did not give any information on the financials of the company, the tension brought on by statements between the two showed just how competitive the travel industry had become in the digital marketing arena. This also indicated that most big-wigs in the travel agency sector didn’t really trust daily deal sites like LivingSocial or Groupon.
The Instant Escape product of LivingSocial will give you hotels and other accommodation providers the chance to sell un-booked weekend inventory, simply a couple of days before the weekend commences, at discounted rates. These types of lucrative deals will be made accessible to possible customers through various Internet marketing channels, namely, LivingSocial’s main website, subscriber emails, and a tab on their mobile app
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A fine example of the digital marketing deals that LivingSocial is offering is the Hudson hotel deal. Relating to it, people can avail of a room at The Hudson Resort in New York Metropolis for $265 per evening on the weekend, rather than the regular rate of $529. This hotel package also includes the supply of continental breakfast for 2, WiFi and overdue check-out. The Instant Goes out digital marketing product is an enhancement of LivingSocial’s Escapes vacation product, which they had launched in November 2010. According to the company, Escapes sold around 600, 000 room nights, globally.
Since then, the company has consistently expanded its scale of operations, introducing two other beta products, a few of days before it launched Instant Escapes. The first is an online system for ordering food from restaurants, similar to Seamless. The second is called Room Service, and should partner LivingSocial with fine dining restaurants, for providing white-glove delivery services. A number of the other discounted digital marketing schemes made available from the website are Instant Discounts, Daily Deals, Families and Adventures.
Tim O’Shaughnessy also said that his four-year-old company has about 4, 000 employees, about the world. The current expansion of the company has made it evident that the company’s ongoing digital marketing competition with Groupon and Google is set to keep for a long time.