Channel Seven is about to make serious waves in the travel industry, launching its own online travel agent (OTA) 7travel.
7travel is positioning itself as a “go-to” travel destination site to be “inspired, plan and book a holiday”.
To launch the site, Seven West Media has partnered with Carnival Cruise Line, Tourism and Events Queensland, Destination Gold Coast, Voyages Indigenous Tourism Australia, New Caledonia Tourism and Tourism Authority of Thailand.
According to the release, 7travel will “deliver on great deals and a consumer-friendly approach to living the stories and experiences on Seven and then allowing Australians to experience it for themselves.”
The site allows consumers to book travel packages; at time of writing, 7travel is advertising holidays to the Gold Coast, Thailand and New Caledonia.
As well as packages, 7travel also allows customers browse ‘Experience Highlights’, featuring everything from Turtle tours in the Great Barrier Reef to ‘The spirituality of Uluru’.
Seven’s Kurt Burnette said, “Seven West Media has the largest combined audience across TV, digital, social and print across Australia.
“We will use this enormous scale and influence to inspire through advertising, editorial, integration, and Influencers using the unmatched power of travel storytelling and content to enable every part of the travel industry.
“7travel will offer content and audience at scale and one-to-one like no one else has done before. The entire travel category has an opportunity to be a part of a new, innovative and hugely exciting initiative.”
Adding to this, Lisa Squillace, Seven’s Director of Program Partnerships, said, “Not only can we share the stories of great holiday destinations, we now provide the platform for Australians to plan, book, travel and share their holiday experience.”
This is the first instance in Australia where the media and travel industries have converged to create a new booking platform.
Speaking to Travel Weekly about the launch, Spencer Travel’s Penny Spencer said, “The way I see this is its just another OTA but this one obviously gets free advertising as it is powered by Channel 7”
“I see it as a no-frills for the consumer – they are all packages so it’s a particular easy holiday buy type of customer.”
“They are not advising on visas or safety snd I would imagine they are order takers on the end of the phone and email
I dont see this as a threat to my business but more to other OTA’s who dont have the backing of free advertising via Channel 7.”
“The consumer will definately check it out but like any travel purchase some consumers will buy as is and others will want service and expertise which this site will not offer.”