Dynamic Packaging verses Dynamic Shopping

Dynamic packaging has continued to be the topic du jour for many suppliers and intermediaries. In addition to online travel agencies offering dynamic packaging, many core supplier have also thrown in their hat to the dynamic packaging trend. A driving reason for suppliers to offer dynamic packaging is the underlying belief that dynamic packaging will lead to increased stickiness and greater value to the brand loyal consumer. In my study entitled "Selling Complex Leisure Travel Online: Focus on Dynamic Packaging Technology" I described the emerging platform for dynamic packaging along with some of the factors driving this trend. Despite a clear growth of packaging options, many consumers continue to shop across sites combining air, hotel, car, destination research, and activities into their own custom itinerary. Will we ever see a day where these two trends converge to allow consumers to shop across sites, but still obtain an overall package price? It is unlikely that this will happen anytime soon, but this capability should not be overlooked as the Internet travel space continues to evolve. The Web is about freedom and consumers will continue to do comparison shopping no matter the capabilities of an individual site.