Who is winning the online/offline battle?
As part of our series on the future of travel, Sophie Skillen opens up on the redundant divide between online and offline.
It’s a travel necessity. Or is it? Foreign currency when you travel is facing some serious disruption. As an increasingly cashless society, travel to western countries means cash is not as crucial as it used to be. Now there are travel money cards and of course credit cards, if you can swallow exorbitant international transaction fees.
Travelex has had to be ahead of the curve, reinventing itself to stay relevant both offline and online. Much like a travel agent, bricks and mortar needs to be stabilised/solidified by a strong online presence. Sophie Skillen is at the forefront of making sure Travelex’s digital proposition enhances the retail world.
Sophie, with a background at Google, has tailored her digital grounding. “In the beginning I was a campaigner for online, now it’s more interesting to understand why customers are here.”
“You don’t wake up and say I’m an online customer today, you say I need a hotel today. We get so focused on the channels but we need to focus on solving problems for customers.”
One example is making sure the app has an easy to use store locator. “That’s when you stop thinking about change and start thinking about customers.”
This digital versus analogue debate is across the travel industry. “There’s even this battle between having a hotel concierge and not. People need to speak to people but we have this great tech. I personally like to see people when I go into a hotel. The future is where those two things are perfectly aligned.”
Sophie also has some answers as to why we get so frustrated if travel doesn’t go as seamlessly as we’d like. “We have all looked forward to a holiday.” Travel is a common denominator.
Travelex’s website serves pre trip planners while the travellers using the airport stores are after convenience.
Sophie believes you have to tackle difficulties head on. Customers are often bamboozled by foreign exchange rate boards, so they are focused on more education. “The insight you get from customers is crucial.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
Sophie SkillenLatest News
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