TRAVEL TECHNOLOGY
GLOBAL VILLAGE PAVILION: Stand GV180 ADVERTORIAL
LET KAPTIO GROW YOUR LEISURE TRAVEL BUSINESS
The World’s #1 CRM Platform helps bring the next generation reservation platform to the leisure travel industry.
What are the growth drivers and what are the risks and challenges that will – in the future - separate the wheat from the chaff in the travel industry? There are two phenomena that continue to transform the way business is done in the travel industry within the last years:
A NEW TRAVELLER
The millennial traveller constitutes the age group that is most exposed to technology and have an immense travel spending potential. They are demanding and far more adventure-driven than past generations of travellers. They want individual, interactive travel experiences. For these travellers, it’s easier now than ever before to book trips online with more choice and more booking platforms, but although there are plenty of online travel giants to choose from, specialised and personalised service that provides unique customer experiences isn’t always offered. As a result, offering an enhanced travel experience has become a niche market for tour operators. This leads us to the second growth driver: technology.
NEW TECHNOLOGIES Technology has led to exponential advancements in all spheres of life, travel included. It shapes the way of travelling
and the interaction with travellers. That said, travel companies that don’t invest in the latest innovative technology aren’t taking advantage of available tools like automation of repetitive tasks and online booking. In fact, 83% of companies in the travel industry still utilise traditional methods to manage daily operations. This, in turn, can make them invisible to the new, digitally exposed traveller who is looking for what they are offering online. As a result, five key success factors can be defined that tour operators should focus on:
1. ASSURE ONLINE AWARENESS Today the travel industry is dominated by a handful of large players such as
Booking.com, Expedia, TripAdvisor, Kayak or Skyscanner. These companies have managed to build a huge brand presence. But there is plenty of room for everyone as only about 53% of all bookings come through online channels.
2. ENHANCE USER EXPERIENCE The new traveller generation is looking for an end-to-end shopping experience. That means only tour operators who are able to configure a trip based on choice of activity, interest, or destination will be able to meet expectations. Follow-up e-mails should be automated to assure efficiency.
3. ACHIEVE CUSTOMER ENGAGEMENT & RETENTION The travellers’ expectations when buying from a company like yours is that you can deliver unique personalised experiences that combine the travellers’ personal preference with your local insight, but also expecting instant access to your business at any time, on any device. Leisure travel companies need to provide the same omni-channel sales and service capability that consumers are increasingly used to from other industries.
4. BUILD CREDIBILITY & TRUST The travel industry is a tough business to build trust. Human error often occurs when tour operators use outdated systems. This can lead to severe mistakes, for example when entering important customer information. The use of a reliable CRM system can help avoid these mistakes and additionally allows access to the customer’s history.
5. INCREASE WORK EFFICIENCY Many tour operators still work with multiple systems that are often not fully integrated. Switching between platforms means more work and leads to delays in providing quick and accurate information to customers and partners.
62 WTM Preview 2017
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