p24-25 feature Feb26 23/2/10 15:01 Page 24
knowledge technology
ttglive.com
Surviving the recession
Net gains
The Travel Technology Show took place earlier this
month in London. Dave Richardson feeds back advice
for agents from the event’s seminar and highlights the
latest news from suppliers of travel agency systems
SEMINAR ADVICE. Whiteman said most people would visit
Agents should continue investing in six or seven websites in search of the lowest
technology during the economic downturn, prices, so Directline now made its own price
with more efficient websites a priority. comparisons between various operators.
Moreover, although they should also invest “The biggest challenge is to convert web
in customer relations management (CRM) visitors, and I am using conversion experts
systems, they should not lose sight of the to continually monitor our site,” she added.
human touch. Tim Russell, UK/Ireland managing director
These were the recommendations of a of Amadeus, said agents had to be smarter
panel of experts during a debate headlined than their increasingly savvy customers.
“Riding the storm – how is the travel trade “The agent is no longer the ultimate
doing?”. expert, as most travellers are ‘amateur
Advantage chief executive and Abta experts’. But the agent can still add value,”
chairman John McEwan said: “Advantage he said.
has white-label websites for members, and
technology gives them the knowledge to be SYSTEMS LOWDOWN.
specialists. You have to know more than Leading suppliers of travel agency systems
your customers, or they won’t come to you. are continuing to enhance their dynamic
“Technology that supports dynamic packaging capability.
packaging is important, as the independent Traveltek has just launched Cruise All
agent doesn’t have a future selling Tui and Inclusive, which it claims is a world first.
Thomas Cook. They must have access to Agents can use it to book not only 80 cruise
stock to package up something different.” lines, but flights, hotels and transfers all in
McEwan said agents could no longer rely the same transaction.
on building long-term relationships with Peter Whittle, head of marketing and
customers based on service. special projects, said it would help agents
CRM software could be used to record who were not experts in cruising to get into
customer preferences and send out targeted the market.
holiday offers as soon as they came in. “Some agents can make a living selling
But he added: “We might now have a just the cruise and maybe a flight, but now
modern tool, but you must still understand you can sell the complete package,” he said.
and really know your customers.” “You don’t need in-depth knowledge
Maria Whiteman, chief executive officer because this system tells you everything. No
of online agent Directline Holidays, said one else offers an integrated cruise system
getting more website visitors to actually with front- and back-office applications.”
book was vital. Cruise is the latest addition to Traveltek’s
“We have done a lot of testing with dynamic packaging software, while
Google’s Website Optimiser, and you can see Travelshop is its custom-made website
an uplift of 20-30%,” she said. design service.
“But if you advertise a price, you have to “To be successful on the web, you need a
deliver that promise and take the customer bespoke site designed for you, not a plug-in
right to that page.” white-label site that means you are just the
24 26.02.2010
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