Travel Agent - March 17, 2008 - (Page 91)

BUSINESS OPER ATIONS TECHNOLOGY Open Travel CRM Technology provider offers flexibility and a solid platform on which agencies can build BY GEORGE DOOLEY WHILE TECHNOLOGY PROVIDES the travel-agency industry with critically important tools to handle bookings, promote products and service clients, travel agents have widely different needs, Don Gould, president of IT Group, Ponte Vedra Beach, FL, said in an interview with Travel Agent. Gould’s recent selection of Open Travel CRM as the preferred technology provider for IT Group’s 900-plus members will offer individual agents and agencies flexibility, affordability and a platform on which they can build as needed. “Open Travel CRM will work for both our IT Group agency members and GTM Travel member home-based independent agents, now 300 members strong,” Gould says. “It will also serve our IT Group members, who are independent agents.” Open Travel CRM will provide agents with enhanced sales and marketing capabilities, Gould says, as well as customer-centric service delivery and the ability to build a client base and management tools as needed. “Our members can use Open Travel CRM as they choose. It allows other software systems to be used, as well.” reporting and customized invoicing. “Members can build on this system as they grow and as needs change.” Uniquely, Gould manages both a successful host agency and a consortium enjoying double-digit growth in sales. IT Group agents have a median size of $2.4 million in annual sales. IT Group evolved from several other groups, including International Tours, The Travel Authority, Galax Sea Cruises and BTS Travel. A 46-year veteran of the travel industry, Gould sees continual changes in agency and agent needs. “We are the beneficiaries of tremendous investments in new are managed by John Hart, a former agency owner who joined GTM in 2002. Both Hart and Gould stress the need to build strong relations between independent agents and the host agency. Serving Smaller Agencies IT Group also signed an agreement with Amadeus, the GDS, and Agent Factor, a software company, to serve what Gould calls the “micro-market”: agents or agencies who have 10,000 segments or less annually. The move again underscores the need for technologies that serve agents with lower transaction volume. “The partnership with Amadeus allows our affiliates to book all segments of travel through a single solution,” says Gould. “We chose Amadeus because of the quality of their operation and technology infrastructure. Assuming the agency provides their own equipment and hardware maintenance, there isn’t a charge and revenues can be earned for generated segments.” Gould expects the Open Travel CRM to be available to IT Group members within 45 days. Members will be briefed in detail on the system and its applications. IT Group also works with Passport Online, Gould noted, and has opened a West Coast office in Bonica, CA, headed by Mike Kaplan. IT Group will hold its annual conference onboard Carnival Cruises Lines Elation, November 6-10 departing from San Diego. For information: www.itgroupnetwork.com or www.gtmtravelgroup.com Meeting Unique Needs With over $1.4 billion in annual sales, IT Group and GTM Travel represent a large number of small and mid-sized agencies and independent home-based agents, Gould notes. “They serve different markets, niches and clients. They have different needs. The low/no cost Open Travel system is ideal for many.” Gould also argues that Open Travel CRM has the functionality that members can build on —including integrated marketing campaigns, management and tracking as well as sales technologies by industry suppliers, by consortia and franchisers as well as by third party vendors. This will continue.” But the real test for technology will come in its application. He notes that education and training on the uses of technology is today critical and goes far to determine success or failure of systems. “The technology of the future will not only have to be affordable, but learnable and teachable. It will have to demonstrate its value and utility to agents and agency managers.” While Gould founded the GTM Travel Group (GTM stands for Gould Travel Management), the day-to-day GTM operations CONNECTING YOU For more ideas on how technology can help your business, visit www.travelagentcentral.com/tech March 17, 2008 TravelAgent | 91 http://www.itgroupnetwork.com http://www.gtmtravelgroup.com http://www.travelagentcentral.com/tech

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Travel Agent - March 17, 2008 Online Now Contents From the Editor Contributors Africa: Lodges that will Make your African Safari through Tanzania Unforgettable Special Supplement: Honeymoon Specialist Africa News and Briefs Caribbean: The Hyatt Regency Aruba Resort and Casino is a Perfect Choice for all Types of Clientele Hawaii: The Less-Visited Island of Molokai Provides a taste of Old-Time Hawaii Central and South America: Where to Enjoy the Reefs, Rainforest and Ruins in Belize’s Maya Country Hotels: Properties that Cater to the Growing Trend of “Girlfriend Getaways” Cruises: Increasingly, Cruisers are Choosing Outside Companies for their Off-Ship Excursions Barbados: A Caribbean Travelers' Dream Airline Update: Several European Airlines Offer New Nonstop Service Ski/Snowboard: Three New Hotels Hit the Slopes in Wyoming, Utah and British Columbia Multi-Generational Travel: Cavallo Point: the Lodge at Golden Gate is a New “Green” Hotel Outside of San Francisco Agent Profile: Lynda Turley of Alpine Travel of Saratoga in Saratoga, CA Agency Profile: Largay Travel’s Company Retreat Cover Story: Barbados Technology: Open Travel CRM Agenda: Fam Trips, Deals & Incentives, Calendar Onsite from Jordan Travel Mart Harrah’s Draws Younger Clients to Atlantic City Cruise News India’s New Hotels and Nonstop Flights Saluting Travel Industry Contributors Report from Travel South In the Spotlight Editorial Index Advertising Index Classified Marketplace Trendwatch

Travel Agent - March 17, 2008

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