The future for dynamic packaging
Travel Technology Show Special: Online agents are going to demand closer links with suppliers if they are going to successfully keep up with consumer demand for dynamically-packaged product, says chief executive of HyperTech solutions, Rakesh Mishra. Mr Mishra told TravelMole: “Typically contracts with suppliers were either through lengthy paper contracts or through middlemen, but that is going to change.” He told TravelMole that buying up suppliers, as Lastminute.com has done, is one way of getting total control of inventory, but he said it wasn’t necessary to go that far. “They are trying to control suppliers but they can still get the flexibility they need by going straight to them”, said Mr Mishra. He said that the time it takes to start working with suppliers can vary: “It depends on their technology, and how close you can get, but we have done it in four weeks”. Getting close contact with suppliers will allow online players to keep up with the advances in dynamic packaging. In his presentation to a packed seminar at the Travel Technology Show, Mr Mishra outlined these as; just-in-time packaging – offering more last minute deals, and specialist dynamic packaging – whereby a destination can be sold in a number of different ways by directing the consumer towards specialist interests such as golf, diving or spa. Another advance he outlined was real-time dynamic packaging, that requires an XML data feed to link different distribution channels, and advanced dynamic packaging, which will see companies adding more complicated extras like transfers and meals. Also speaking at the event was OTC group sales director, Vic Darvey, who said that his company was looking into advanced dynamic packaging. At the moment consumers can package flights, hotels, car hire and insurance with OTC. But Mr Darvey says the company is looking to work with suppliers to add attractions, transfers and airport parking. He told TravelMole: “There is ceiling to how complex a dynamically-packaged booking can get, but we haven’t reached it yet.” Mr Mishra also outlined a sort of technology check-list during his presentation that would be of interest to online agents thinking of launching into dynamic packaging. He said there is always a way to make it less painful and expensive. His points were:
Report by Ginny McGrath
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
CCS Insight: eSIMs ready to take the travel world by storm
Germany new European Entry/Exit System limited to a single airport on October 12, 2025
Airlines suspend Madagascar services following unrest and army revolt
Qatar Airways offers flexible payment options for European travellers
Air Mauritius reduces frequencies to Europe and Asia for the holiday season