Travel Agent - April 14, 2008 - (Page 86)

NEWS IMPACT Opinion: Innovation is What Keeps This Industry Thriving VACATION.COM AND ITS 5,100 AGENCY MEMBERS WILL CELEBRATE the company’s 10th anniversary at its Conference in Las Vegas June 16-19. The event will honor the 10 consortium leaders who joined Vacation.com and helped it grow into a marketing powerhouse. The recognition of the “founders” underscores the continuity in the industry and how organizations—in this case, consortia—have adapted to new market realities. It also recognizes the dynamic importance of innovation and initiative. Agency groups such as Vacation.com are at the cutting edge of new technologies, marketing initiatives and innovations. This year, for example, Vacation.com is expected to focus on EZguider, a new desktop booking system. (For more on Vacation.com, see the story on page 68.) Vacation.com has a history of innovation, including its pioneering Agentnet technology and Engagement marketing system now used by 2,100 of its members. And under the leadership of president and CEO Steve Tracas, the company can be expected to sustain its record of initiatives. As praiseworthy as Vacation. com is, it isn’t alone. Virtually every agency and company in the industry innovates. Innovation in the travel industry and among travel agents is alive and well and may be the key to the future. Some examples: I Nexion, the Sabre Travel Network host agency, recently 86 | TravelAgent April 14, 2008 THE INDUSTRY launched its Nexion Town online community-networking capability for member agents. Its parent, Sabre Travel Network, has a reputation for new initiatives, including the formation of TRAMS Marketing Alliance (or TMA), which is focused on building profitable sales. I Travel Counsellors, a major U.K.-based host agency, announced its entry into the U.S. market with an innovative program that includes awardContributing editor George Dooley winning technology. Like many host agencies, such vations in their 2008 programs, as America’s Vacation Center including new destinations, (AVC), Travel Counsellors seeks itineraries and features. Plus, to break new ground. (See this new online booking tools are issue’s cover story on page 60.) regularly being introduced. I The formation of the Travel I Despite its current problems, the Acquisitions Group (TAG) by airline industry has a long history Carlson Leisure Group in January of innovation and enterprise. offers a dramatic, new and inAirlines such as American are novative framework for testing new programs that will growth and expansion. TAG allow passenger in-flight use of has already made its first acquisi- cell phones while introducing new tion, and more are expected. international routes, such as flights I The National Tour Association to China. launched an initiative to encourHoteliers and car-rental firms age inbound travel from China must be forward-thinking, and won support from the China while destination managers are National Tourist Office. The NTA constantly searching for the new, is also aggressively urging the unique and salable. Add to the industry to support its grassroots mix aggressive advertising and campaign to encourage political promotion to consumers and the candidates to recognize the ecoinnovations of major GDS systems, nomic contributions of the travel and you have an industry addicted and tourism industry. to innovation. I Virtually every tour operaPerhaps the most innovative tor—from Trafalgar to Globus, segment of the industry is the Insight to Sceptre—offers innocruise business. New ships, destination options, itineraries and onboard services have opened up sales and marketing options to agents. River cruising, as a luxury alternative to traditional cruising, is booming. There is little that’s static in agency operations. Agencies are developing new or enhanced websites, new telecommunications, e-mail promotions and booking tools. What’s more, agents are offering new cruise, tour, hotel and car options on a daily basis. Is there a downside to innovation? The real challenge for many agencies is sorting out these new initiatives to determine how they fit—if at all—into their operations and marketing strategies. Will it benefit their customer base? Will it sell? Implementation of the bestdesigned new program often takes time. Training has to be factored in, and implementation costs are often a barrier. Skilled agency owners and managers often develop a special sense about what will work and what won’t and whether an innovation matches their needs. One certainty is that the pace of innovation and adopting new initiatives will continue to challenge agencies and may well accelerate. —GEORGE DOOLEY http://VACATION.COM http://Vacation.com http://Vacation.com http://Vacation.com http://Vacation.com http://Vacation.com

Table of Contents Feed for the Digital Edition of Travel Agent - April 14, 2008

Travel Agent - April 14, 2008 Online Now Contents Contributors From the Editor From the Publisher Europe: The châteaux-hotels of the Dordogne and Quercy in France Middle East: Although Dubai is Expanding, it is not Bursting at the Seams Pacific/Asia: Pattaya is Southeast Asia’s Sunny Paradise Pacific/Asia Briefs Las Vegas: New York City Dining Comes to Sin City Hawaii: Accommodations in Hawaii for the Entire Family Central & South America: Cayo Espanto is the Private Island Resort for Clients to Get Away from it All Caribbean: Iberostar Property Opens in Rose Hall, Jamaica Running El Casino at the Sheraton Old San Juan Africa: Africa Travel Association’s 11th Annual Symposium Spotlight on the Djibouti Palace Kempinski Cruises: Experts Share Views on the Direction Cruise Pricing is Heading Cover Story: Home Counsel Car Rental: Vacation.com Joins with Hertz to Grow Car-Rental Sales Transportation Briefs Northeast USA: Brooklyn’s Hotel Le Bleu Agent Profile: Gary Mansour of Mansour Travel Agenda: Fam Trips, Deals & Incentives, Calendar Violent Protests Halt Travel to Tibet Celebrating Company and Agency Innovations Sheraton Upgrades Brand through Renovations and Redesign Earning Opportunities and Agent Recognition In the Spotlight Editorial Index Advertising Index Classified Marketplace Trendwatch

Travel Agent - April 14, 2008

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