Operators warned: Going online exposes your technology

Travel Technology Show Special: Operators need to consider more than just website appearance and functionality when going online, says Open Destinations managing director, Kevin O’Sullivan – a bad website can ruin your reputation. Mr O’Sullivan told TravelMole: “Operators spend a lot of time developing brands and brochures so there is not point letting the company done with a bad website.” He told an audience attending the seminar that going online involves changing the organisation. “Going online involves exposing your technology to your customers” he said. There are serious issues involving customer service and infrastructure according to Mr O’Sullivan. “Can you sell 24/7? And can your system cope with a sudden surge of interest following a marketing campaign? “Different applications should have different servers – one for people looking at the site and one for people booking. This is so the booking process doesn’t get disrupted by a surge of people looking.” He added: “The process should reflect the normal booking process to accommodate factors like add-on selling. When someone purchases a flight, do they want a hotel and car hire as well?” Mr O’Sullivan was speaking at a seminar entitled: “Selling holidays online”. His company, Open Destinations has two products available to operators. Travel Studio provides the front and back office for operators that wants to go online both B2B and B2C. Mr O’Sullivan says 25 tour operators use the system. The other product is Travel Aggregator, which provides travel content via XML. The content comes from upmarket agent, Abercrombie and Kent and other travel wholesalers. Report by Ginny McGrath