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focus on
Technology – Innovations offer agents end-to-end solutions – T
echnology is changing the way people buy
travel and shoppers have never had so much choice and power. Investing in the right technology could be the key to travel agencies staying ahead of the competition, says Martin Ferguson
Consumers today expect access to relevant, personalised content on every channel whether it’s in the travel agency shop or on a website or mobile app. The challenge down on the frontline, therefore, is how to differentiate on product and service to win business. Behind the scenes, cloud computing and modern software provide travel agency owners with new ways to run their companies. Many agencies still use manual processes. Some have standalone systems that perform specifi c tasks, such as accounting, marketing communications, inventory management and pricing. But implementing an end-to- end technology solution can free up time for people to focus on sales and service. Fortunately for travel agencies, technology fi rms are investing huge sums in product development. Rob Barker, business and development director for Vertical Systems, says: “The cost of customer acquisition is becoming increasingly expensive. Agents need to fi nd better ways to reduce costs and improve productivity and effi ciency.” London-based Codegen is helping agencies
consolidate front- and back-offi ce systems, especially benefi cial to agencies that combine a high street shop with web sales. Commercial Director, Tim Wright, says:
“Traditional travel agents are embracing technology and social media to bridge the gap between online and offl ine. They are employing sophisticated solutions to build complex and enticing packages for customers." Mobile technology should also now be at the
core of every agency’s business plan as this is where an increasing number of bookings start. Chan Lam, Head of Design at Glasgow-
based Traveltek, says: “More holidaymakers than ever before are visiting travel websites from something other than a desktop PC. Designing your website from any perspective other than mobile fi rst is likely to leave your visitor disappointed.” Lam’s colleague, Sales Director Peter Whittle,
adds: “Users are increasingly turning away from sites that don’t work well on mobile devices. ” The three major global distribution systems (GDSs) – Amadeus, Sabre and Travelport – are often criticised for being slow to bring new products to market. However, Amadeus has released a lot of software to help agents improve service. Amadeus Ticket Changer, for example, allows agents to automatically reissue or refund an air ticket as many times as needed. Its M-Power tool is a mobile solution that
combines itinerary management, search, payment functionality, in-trip services and post-trip sharing. Meanwhile, its low-cost carrier (LCC) technology pulls budget airline content into an agent’s workfl ow. It means Jet2, easyJet and Ryanair can be compared to the legacy carriers on the one screen. The Sabre Red App Centre, which is a similar model to the Apple App Store, is also a valuable source of technology for travel agencies. Agents shop in the online marketplace for the software that best supports their specifi c requirements. Top downloads include Clipboard, which
sellingtravel.co.uk
“More holidaymakers than ever before are visiting travel websites from something other than a desktop PC”
automatically translates travel itineraries from native Sabre language into an easy-to-read email for the traveller, and Airport Search, which allows agents to quickly search for maps and information using airport codes. Meanwhile, agents have been signing up in large numbers to Travelport’s Rooms and More product. After an agent enters customer information into the system, a search of multiple content sources returns a list of accommodation choices that will help generate commission. On the airline side, Travelport’s Smartpoint desktop has improved an agent’s ability to upsell and cross- sell products and services. The platform gives agents
access to rich visual imagery and more detailed product
information than the GDS. Airlines have to opt in to the system in order for agents to gain access. Guy Snelgar, Amadeus’ Head of Sales and
Consulting, says: “New technology is important. But you also need to make sure you are getting the best out of the software you already have in place. If in doubt talk to your supplier account manager.”
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