Advantage 2012: Next generation website unveiled for agents
Advantage has launched the prototype of a bookable website which it hopes to sell to at least a dozen members who want to grow their online business.
Sales and marketing director Colin O’Neill said the project was aimed at members who already have bookable websites, but who are dissatisfied with their current offering or who want to generate more internet sales.
Launching its latest offering at this year’s annual conference, O’Neill said the consortium was seeking feedback from members before taking the project into full production. "We are looking for an order book," he said.
It is proposed that the website, being built by Advantage partner etv online, will allow agents to interact more closely with customers. It will also integrate with social media channels such as Facebook and Twitter.
O’Neill admitted it would appeal to only a handful of Advantage members. "Maybe 30 or so, possibly less," he said. "it’s only for those who already have a reasonable online presence." If advantage gets enough order to go ahead with the project, it will probably be ready by early next year, added O’Neill.
It will cost each agent several thousand pounds, but O’Neill said those who don’t already have a bookable website have the cheaper option of working with preferred partner Net Effect, which builds agents entry-level websites for about £1000 that include automatic feeds from suppliers for a monthly subscription fee of about £85. Agents also get a Facebook app for late deals, which are also automatically posted on Twitter.
Net Effect co-founder Steve Rushton said that of the 4,500 agents in the UK, only about 10% had a relevant web presence. "Most agents have got a website but most of them just ignore it," he said. "They see the internet as a separate distribution channel but it’s not, it must sit at the centre of your business and it must be the real deal."
Aiming to mimick the success of the online pinboard Pinterest.com, Net Effect is also developing a web application, MyTripWall.com, that allows users to collect ideas for their next holiday and post them online. Agents will then be able to use the information to get an idea of what the customer wants. It will be free to join, though initially by invitation only.
By Linsey McNeill
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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