ABTA 2004: Agents shun technology session
ABTA Convention Special: Despite the hype surrounding technology and dynamic packaging and its importance to agents, the only session scheduled to cover the issue was poorly attended by Convention delegates.
The Saturday session, entitled “Agents and Technology – The Dynamic Duo?” featured presentations from Anite director Ed Spires, Barrhead Travel chief executive Bill Munro and Netizen managing director Kate Bantick.
It was moderated by Hoseasons chief executive Richard Carrick who took a comment from Holidayandmore’s Carol Dray that summed up the session.
“It is quite disappointing looking around at this empty room”, she said. Mr Carrick agreed saying: “The topic of this session is crucial to most of the attendees of this Convention.”
Mr Munro, who’s company has launched an XML solution that allows travel agents to deal directly with suppliers, said agents must embrace technology. “Dynamic packaging is one way of clawing back business that has been lost to the web.
“Agents can compete with online retailers.”
Lowcostbeds.com founder Paul Evans was also in the audience. He said technology was changing the way agents do business. “What is going on through technology is that the vertically integrated model where a company has control of stock is being blown apart and technology is allowing agents and consumers to access stock directly.”
Towards the end of the session Mr Carrick appealed to former MyTravel executive Steve Endacott to give his view on technology and the future of travel distribution. Mr Endacott said agents should broaden their distribution channels: “The customer is the person who decides and the technology is an enabler for the agent. Agents can make more money by using technology.”
Ms Bantick, who’s company has helped around 250 travel agents to launch websites in the past eight years, said agents should think about spending several thousand pounds on launching a website. “As with so many things it is the case that you get what you pay for, but that’s only if you invest wisely.”
She also said that agents didn’t necessarily need online bookability. “If the site is just selling flights or car rental then you need to be able to book online, but for more complex and niche holidays then you don’t need it to book online – people will do their research online then make a call or visit a shop to book.”
Ginny McGrath
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