GLOBAL: IN BRIEF
Global delegates heard advice from experts on a number of topics, including...
Advice
on...selling add-ons
Dune safaris and indoor skiing were among Dubai experiences enjoyed by Global agents
Global asks Traveltek to develop a bespoke system
The Global Travel Group is replacing its own mid-office technology with a bespoke system being developed by Traveltek.
The existing system was built in-house for the now defunct Triton Travel Group, the super- consortium that included Global, Worldchoice and Advantage. Andy Stark, managing director of Global, said the group decided 18 months ago to not develop its own technology any further and find a third-party solution. Global already uses Traveltek’s
iSell front-office software. “We decided almost a year ago
to work with Traveltek to develop and build a bespoke mid-office system to replace the in-house technology we have got,” said Stark. “It’s very costly to maintain
your own technology. You have to consider if what you have is the best and are you continually developing it.” Stark said a number of
third-party technology suppliers were considered but Traveltek was chosen because its system is well
STARK: The new system will be introduced for members ‘over the next six to 12 months’
“We decided to develop a bespoke system to replace our in-house technology”
known in the industry, making it more likely that new agents joining Global will be familiar with it. “If you have agents used to
working with Traveltek products, it’s easy to transition across,” said Stark. The bespoke system will sit between iSell and Global’s trust
account technology, through which all payments taken by agents, except those in its Independent Options division, are funnelled. The new system will enable
agents to operate their businesses in a more flexible way, including offering access on mobile devices. Stark said it would be integrated
over the next six to 12 months, with discussions with members about its introduction set to start in the next three months. Global will trial the technology
to test how it responds to various booking patterns ahead of its rollout to all members.
Selling holiday experiences through independent agents is an “untapped market”, according to Attraction World. Conversion rates through independents were less than 1%, said sales and marketing director Nick Hughes. He said on average an independent partner may book five to seven attractions with the add-ons specialist a year, compared with up to 60 in a Thomas Cook store.
Advice on...Facebook
Global members on average post four times a week on their Facebook page and have 250 fans, according to Ginger Juice. Bruce Martin, founder of the digital marketing specialist, said 88% of members had a Facebook page. He advised agents to be funny, informative and personal in their posts.
Advice on...digital marketing
Experts in digital marketing told Global delegates that they must be mobile, useful, quick and visual. Sam Gadsby, managing director of Clicky Media, said: “Try to anticipate the customer journey from inspiration to booking. Be there at each stage to help consumers within that process. Take advantage of good imagery and video on websites to make sure people can really engage with what they are booking.”
Advice on...email marketing
Untargeted “spray and pray” mass marketing via email no longer works, NewZapp sales director Darren Hepburn told delegates. He said firms should spend as much time on an email’s subject line as anything else to grab attention. And he said all firms should test what time of day generates the best open rates by customers.
2 June 2016
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