ITB Berlin: Travel Halls Almost Booked Up - Travel News, Tourism News - By: rajatgagno4157

Barely a year

has passed and a new generation of travel technology has emerged. Then

as now, being part of mobile, one that has made the dream

come true of being able to book trips anywhere, anytime, and that of a

mobile travel companion, requires a huge creative effort on the part of

the industry. Regardless of developments in the world of mobile travel

pages and travel applets, leading enterprises are renewing their efforts

to see how they can increase sales by marketing non-tourism related

products and services. Ancillary services are what the technology world

must deliver in 2011.
Demand for ancillary services in 2011
The

idea of offering ancillary services is not new. It is currently gaining

huge momentum and is on its way to becoming a management agenda

priority. In coming years it will influence business models. Many of the

ancillary services that up to now have been part and parcel of the

price of a flight or accommodation (guaranteed seating, lounge area

access, in-flight/in-room entertainment, spa visits with towels and body

care packages etc.) are to be taken out and turned into independent

sources of making money. The aim is to improve revenues and corporate

results, and once again it will put the IT systems of airlines, global

distribution systems, tour operators, service providers and travel

agencies to the test. "Selling ancillary services will completely

redefine travel marketing and sales", PhoCusWright states in its

Ancillary Services Report from June 2010. The topic will also be

addressed at this year's PhoCusWright@ITB Convention, which takes place

on 9 March in Hall 7.3. What is more, selling third party services is to

become more professional. According to a survey by Amadeus entitled

Cross-Sell Your Way to Profit (2011), by the year 2015 cross selling

revenues will have grown by 30 per cent, a rate ten times faster than

the travel market itself.
For the first time in years this will lead

to business driving technology again, instead of vice-versa. Up to now

few systems have been able to present a clear picture of the many types

of travel services, non travel-related services and price scales offered

by providers, nor have they been able to dynamically display, bundle or

put prices on them for customers depending on their status (what

company they belong to, what job they hold, customer retention programme

etc.) and depending on their individual preferences. Most of all and in

particular this fails whenever someone requires an ancillary or third

party service not just when they book a trip, but during the trip itself

(as with on-demand videos for example).

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