Faisal Memon Faisal Memon

Faisal Memon, Illusions Online says 2012 should be the year the industry pulls its head out of the sand over the technology revolution

While reviewing websites of tour operators and travel agencies for ATN, I have struggled to find a website of a traditional brick and mortar travel company which offers their customers a simple and cost-effective way to book online travel.

Many of the managers and owners of these companies have, over the past few years talked of adopting technology to speed up their online offerings but sadly none seem to have been able to walk their talk.

A new year presents opportunities to make a fresh start and look to the future. And from a travel industry perspective, 2012 could be the year travel agents and tour operators finally wake up and smell the coffee, realising they have to embrace technology to stay in the game.

But the million dollar question is — will they? Until now, most have fallen victim to the ‘ostrich effect’ — sticking their heads in the sand and hoping the technological revolution will pass them by.

But when they do finally surface they could find they’ve been left behind and are well-andtruly obsolete as a bricks-and-mortar agency with no automation and no means of online communication with their customers.

The biggest nightmare facing agents today is the fierce competition posed by Online Travel Agencies (OTAs).

Their dominant existence in the market place meets the immediate needs of informationhungry consumers. Unlike retail agencies, OTAs provide real-time product information, rates and availability and are accessible 24/7.

Customers don’t have to wait for agents to pick up the phone or reply to an email, they can access information at the convenience of their computer, tablet or smartphone, wherever, whenever, and if they so wish, make a booking there and then, using their credit cards.

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