Is Travelocity on to something?

A full-page Travelocity ad in today’s Wall Street Journal caught my eye. It introduces what the online travel company calls
“The New Travelocity Guarantee”….that says everything you book will be right, or we’ll work with our travel partners to make it right. Right away.

A strong statement, especially in today’s totally price focused online travel marketplace with hardly any obvious difference in product offerings – mostly individual commodity type components. This approach with a focus on added value and the promise of quality service delivery seems to me a welcome departure from the norm. It is a step in the right direction of brand marketing that in general is lacking in travel. It will be interesting to see how the competition reacts.