Dutch website Zoover.nl, a site with more than 300,000 vacation reviews, offers tour operators like D-Reizen the possibility to place facts, figures and reviews on their own website. Travel agencies can use the Zoover technology under their own label. Through this module they can for example send questionnaires through e-mail, to ask customers for their experiences after their vacation. The travel agencies this way can research general findings, but also has to ask their customers to leave a Zoover review when coming home (em, Dutch). This way the relationship between coaching brands and transaction brands slowly becomes clear. Zoover becomes the travel coaching brand, responsible for the contacts with the customer. And companies like tour operators, airlines and car rentals become transaction brands. Transaction brands which only through excellent achievements will survive in this landscape. This landscape in which the consumer dominates. This is very logical: after all, he is the one who pays. This is a step in that direction.