How to tackle the OTAs, by Amadeus
BANGKOK – Peter Smith, vice president of Amadeus Asia Pacific’s business solution group, has outlined a strategy for traditional travel agents to compete with their online rivals.
“Airlines are driving more business to their websites in an effort to cut costs, and consumers are looking for lower prices by booking direct on the Internet.
“So far in 2009, Amadeus has seen online travel agency bookings in Asia Pacific grow by 21 percent compared to the same period last year,†Smith said.
“Many travel agencies are concerned about this trend, seeing it as a significant business hurdle for 2009. However, there are actions that travel agencies can take to combat this threat, primarily by establishing their own online presence.â€

Ida Mapua, general manager of Philippine-based agency, St. Raphael Travel & Tours, says, “The increasing popularity of the online channel is creating a shift in booking trends, but travel agents can use the Internet as an effective distribution platform to complement their businesses.
 

“Most recently, we installed the Amadeus Agency Internet Engine, a cost-effective solution that helped us to expand our operations, not just in the Philippines but across the region.
“It is not only an effective marketing tool, but it’s also a way to empower customers – giving them the option to make travel bookings themselves, wherever and whenever they want.â€â€¨ 

Smith added, “Amadeus is helping many travel agencies of all different sizes to build their online business with the Amadeus Agency Internet Engine.
“This solution enables travel agencies to develop an effective website that will allow customers to search and book flights, hotels and more.†

Ian Jarrett
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