TC sticking with Viewdata
Travel Technology Show 2005: Groundbreaking Viewdata technology has enabled the system to remain central to Thomas Cook’s dynamic packaging proposition despite its archaic image, the operator has revealed.
Up Trips, which includes component-based operation Flexible Trips, has invested in a revamped version of Viewdata which now allows Thomas Cook agents to build packages from scratch.
Travology managing director Andy Boyce, a consultant for Thomas Cook on its Up Trips project, admitted that while the system is regarded as outdated, the development has breathed new life into Viewdata.
“It may seem strange to use Viewdata for something so modern but it was driven by Thomas Cook retail as 90% of bookings are still coming through the system,” Mr Boyce told a seminar at the Travel Technology Show.
“Developing the first component-based Viewdata system has been very challenging. We spent weeks visiting travel agents getting feedback about introducing a web-based shopping basket approach.
“We have not seen anything on the market like this,” he added.
Mr Boyce declined to reveal how much was spent developing the system. But Viewdata is the not the only distribution avenue, said Mr Boyce.
He told delegates that agent and consumer facing web sites are also core to the dynamic packaging operation along with a more complex, detailed call centre system.
“We have a multi-channel approach which has been very successful,” he said. He declined to reveal sales figures but claimed targets had been increased by 100% on the back of buoyant early business.
Among the challenges of developing Flexible Trips was incorporating no frills carriers into flight searches and how to present variable pricing and components in a way agents would understand.
Mr Boyce added that it had also adopted a “radical” approach by never selling at a loss.
“Every single holiday we sell at a profit which is very different from the traditional package market,” he said.
Report by Steve Jones
Ginny McGrath
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