La Vacanza: travelling online
For a while, the Internet has been more than just a source of information. More and more, transactions are completely completed online and the Internet has now grown into a place of business for many companies. Travel agent La Vacanza is also a purely online company. Metaware implements the technology behind this Internet business from Hoogeveen and uses Search Engine Optimizing SEO to ensure they remain easy to find on the ever expanding World Wide Web.
Eight years ago, Jeanette Kampman (42) took the plunge and set up her own travel agency. As she had been tried and tested in the travel business, Kampman knew exactly what she wanted to do differently from the large agencies. “Quality, service and originality form the basis of this company. That is how we want to stand out.” La Vacanza specifically concentrates on Italy, Kampman’s own biggest passion. “At first, we mainly had villas on Sicily, but now we offer holidays throughout Italy, from the lakes in the North down to the tip of the boot.”
La Vacanza can only be reached via the Internet. “Of course we have an office in Hoogeveen, but it is not a visiting address. Our catalogue, the booking process, questions, all of this is handled digitally via the Web,” says Kampman. Even though it is easy to set up an Internet presence, it is important that people know how to find you. “There is so much on offer; if you are a more specialized travel organization you have to stand out. Especially if the Internet is your only point of sale.”
Customers find them via word of mouth and via advertisements in the print media, but it is still extremely important to be the first link people get when they use a search machine. Metaware' s Internet specialist Richard Ludwig developed the Search Engine Optimizing SEO for La Vacanza, to ensure the travel agent comes up high in the list of search results in e.g. Google. Keywords are constantly updated, to include as many search terms as possible. Kampman does not have the exact figures, but she has no reason to complain about the increase in new customers: “This started out as a hobby a few years ago, and now we have several thousand bookings every year. Business is going very well.” They now have clients from all over the Netherlands and Belgium. “Of course there are people who do not really like using the Internet and prefer walking into a travel agent’s, but the trend of booking online is on the up.”
A logical consequence of having an online store is that you are open day and night. People expect a direct response when they ask a question and want a booking confirmation as soon as possible. “We process everything within 24 hours, preferably the same day. Even when we’re in Italy, our shop is open.” It doesn’t matter where she is and what time it is, as long as Jeanette Kampman has access to e-mail and Internet, she knows what is going on. And she often has to take care of business from Italy. “We personally visit all holiday homes, apartments and agriturismos. We talk to the owners, visit the area. Only if we get a good feeling from a place, will we add it to our portfolio.”
Maintaining the website, based on Lotus Notes, is also possible from any location at any time. “We can alter locations or add new photos. The website is well structured, which means it is quick and easy to implement changes. You do not have to be a whizz-kid to do it.” All this gives Kampman the opportunity to stay in Italy a lot. “Not only do more and more customers know how to find us, the number of accommodations is also growing. This means we often have to visit new locations or go to fairs to see what is out there. Of course, Sicily and Tuscany are very popular, but Il Cilento, south of Naples, is very beautiful. The country has so much to offer.” Even a seasoned expert such as Kampman discovers new things all the time. And of course she will holiday in Italy again this year. “And that really is a holiday. Although, I will be visiting a new holiday accommodation. But just the one!”
Websites: www.lavacanza.nl, www.villaferia.nl