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SideStep is an online company in the form of a travel search engine (Lobb, 2005). The search engine connects consumers with competitive travel deals from a wide selection of sources, including online agencies, consolidators and travel suppliers (SideStep.com, 2005). Travel search engines like SideStep function in real time, which is considered important in an industry like travel, where pricing and availability is continually changing (SideStep.com, 2005). SideStep is distinguishable from traditional, online travel agents, such as Expedia, which store information and supply it when requested (SideStep.com, 2005).
SideStep was founded in 1999 and in November the following year, the company launced SideStep.com (sidestep.com, 2005), which was the first travel search-engine of its kind (Souder, 2005). The company had few major competitors until the introduction of Kayak Software Corporation's site, Kayak.com, in February (Souder, 2005).
Throughout its existence, the company has forged alliances with leading travel marketers such as, Continental Airlines, Hyatt Corporation, Orbitz, Best Western and Thrifty Automotive Group, who were looking to target a large audience (SideStep.com, 2005).
From the outset, SideStep's business increased at a rapid rate and in 2004, the search engine generated nearly half a billion dollars in business for the company's partners, which was double than the prior year (salon.com, 2005).
This year, in May 2005, Sidestep, introduced a new search function that seeks hotel and air vacation packages, the same way it searches the Web for prices on individual flights, cars, and rooms (Mohl, 2005). Subsequently, the new system is facing opposition from some travel companies, who are fearful of their unique hotel and air packages being sold as commodities (Mohl, 2005).
Also at present, 'SideStep' is conducting an advertising campaign in direct competition to rival search-engine, Priceline (Lobb, 2005). SideStep have employed, Patrick Stewart, who played 'Captain Picard' on Star Trek; The Next Generation, to be the company's new spokesman (Lobb, 2005). The marketing strategy has generated controversy within the industry, due to the fact that Priceline’s advertisements have long featured William Shatner, who starred as 'Captain Kirk' in the original Star Trek production (Lobb, 2005).
Search engines, such as SideStep, currently face a number of challenges in the market, in that they are strongly challenged by the older, larger, traditional online travel companies such as, Expedia and Travelocity (Souder, 2005). SideStep, which is one of the industry’s largest travel search engines, obtains between 3.5 million and 4 million visitors per month, compared to 25 million at Expedia's sites (Souder, 2005). Additionally, companies akin to SideStep, are confronted with the problem that some airlines and hotels refuse to allow such search engines, access to their inventory (Souder, 2005). Subsequently, SideStep is prevented from accessing and distributing a complete range of travel price and availability information (Souder, 2005).
Less than 2 weeks ago, on Oct 19, 2005, SideStep, announced an agreement with Marriott International, whereby it proposes to take consumers directly to Marriott's Web sites to book their travel (SideStep.com, 2005). As such, SideStep will be the first travel search engine with permission to search Marriott's sites for the hotelier's published rates (SideStep.com, 2005)
In the future, SideStep aims to strengthen its mark within the online travel industry (SideStep.com, 2005). The travel search-engine generated just less then $500 million in gross bookings for its partners in 2004 and as such, the company expects business will continue to grow at a aggressive rate in following years (Lobb, 2005).
Further information on SideStep:
Similar Online Companies include:
Lobb, A (2005) “Travel Site Beams Up 'Next' Trekker; SideStep Campaign Features Patrick Stewart to Challenge Priceline Pitchman Shatner,�? Wall Street Journal; Eastern edition, N.Y.: Jul 26, pp. A.18, ISBN 00999660.
Mohl, B (2005) “Some Online Agencies Rebuffing SideStep’s Companionship; Travelocity and Expedia sense the Competition,�? Boston Globe; 3rd Edition, May 29, pp. M.9, ISBN 07431791.
SideStep (2005)"SideStep Announces Agreement With Marriott International; Marriott Selects Sector Leader as First Travel Search Partner," Press Release, Oct 19
SideStep (2005) retrieved, Oct 17, 2005, from, http://www.sidestep.com/air/
Souder, E. (2005) “Technology; Ready for Takeoff? New online travel sites aim to offer what their predecessors couldn't: one-stop shopping,�? Wall Street Journal; Eastern edition. N.Y, March 21, pp. R.4, ISBN 00999660
Carlene Daley 23:27, 26 Oct 2005 (EST)
