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Booklogic Recording growth in a struggling Turkish hotel market 2015

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Monday 06 June 2016: BookLogic records seven percent growth in Average Daily Rate (ADR) and an increase of 17.88% of room nights in Turkey following a turbulent year for the region’s travel industry.

BookLogic has reviewed the performance of its hotel booking business in Turkey for 2015 during a year of political and financial crisis diminishing travel bookings by 50%^. The hotel software solutions and marketing services provider continued growth through optimising the full revenue management sales channel network.

Reviewing a selection of 20* hotels picked at random, the data showed that rate parity has performed well in the Turkish Market, and the ADR increased from 2014:€116.88 to ADR 2015: €125.05.

The revenue and marketing specialist identified a change in the top performing sales channels between 2014 and 2015 as Booking.com and Expedia took first and second place, HRS significantly diminishes as it focuses on a change of business model away from acting as a sales agent, Agoda business drops and HotelBeds increases its share by 20 – 30%.

The BookLogic team who help over 1,500 hotels with their revenue technology and services have focused on optimising keywords to drive direct bookings. Announcing that the most successful formula for creating the keyword databases continues to be :

City + Hotel + location + hotel type

With the following keywords thread the most challenging sets:

istanbul airport hotels

istanbul hotels old city

antalya hotels 7 star

cappadocia cave hotel

BookLogic has leveraged online digital marketing channels to enhance visibility for its clients and drive direct business around their own brands. Based on top keywords almost all of BookLogic customers listed between first and fifth result pages of Google.

The BookLogic marketing optimisation team have created an online marketing formula in its Optimisation Marathon, which in three months results in a change of Return of Investment (ROI) rate between 1:20 and 1:50.

The general travel market in Turkey is experiencing a significant drop in business from Russian tour operators and holidaymakers, which represents one in every three visitors.

“It’s been a turbulent year for the Turkish market and the significant drop in business from the Russian market has hit the travel industry hard,” said Oral Yigitkus, CEO, BookLogic. “Hotels have to change tactic fast and move their business utilising more flexible online and distribution marketing channels. In volatile and dynamic markets hotels need to respond quickly which many of their traditional suppliers, tour operators are unable to achieve. More travellers are circumventing tour operators and booking and planning their own holidays.”

Top Sales channels:

Booking.com

Expedia

Agoda

Hotelbeds

HRS

GTA

Top direct channels

google / organic

yandex / organic

yahoo / organic

direct / none

bing / organic

google / cpc

facebook / referral

tripadvisor / referral

tophotels / refferal

ask / organic

Top keywords for direct bookings

istanbul airport hotels

istanbul hotels old city

antalya hotels 7 star

cappadocia cave hote

*Data source:

Market: Turkey

Data: 20 randomly selected hotels – BookLogic clients

Hotels: boutique, 4 and 5 star or similar room size

Cities: Istanbul, Antalya, Cesme, Bodrum, Fethiye

^Further reading:

http://www.theguardian.com/travel/2016/mar/23/turkey-tourism-industry-summer-holiday-bookings-fall-50-percent

http://www.bbc.co.uk/news/business-35530116

https://www.ttgmedia.com/news/news/what-now-for-turkish-tourism-4151

http://www.telegraph.co.uk/travel/destinations/europe/turkey/articles/turkey-tourism-on-the-brink/

https://skift.com/2016/04/10/turkish-government-moves-to-protect-tourism-businesses-hit-by-downturn/

About BookLogic:

BookLogic is an award-winning customizable software solutions and marketing services provider for hotels and online reservation systems for the travel industry. Independently owned, the company was established in 2004, launching full operations in 2009, with headquarters in Germany, and offices in Turkey and Dubai. In 2015 BookLogic was awarded World Travel Award for World’s Leading Travel Technology Innovation and nominated for Europe’s & World’s Leading Hotel Booking Solutions Provider. BookLogic currently services to over 1,500 hotel properties supported by over 30 staff members.

Contact: Ryan Haynes, mediateam@booklogic.net, skype: ryanhonline

June 7, 2016 |

BookLogic improves direct bookings by managing Rate Parity strategy

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Hotels increase revenue in a four-step approach in the BookLogic Direct Bookings Strategy to meet industry-standard rate parity agreements and increase direct bookings through dynamic packaging and special offers

30 May 2016: BookLogic has been trialling new techniques to drive online booking conversion with direct business by managing its hotel clients’ rate parity strategy. Several hotel groups and independent hotels have made significant gains by overcoming rate parity obligations set by OTAs.

The hotel-booking specialist has developed techniques to provide market orientated rate strategies and progressive discounts through dynamic packaging that offers better deals to a hotel’s customer-base. As OTAs begin to drive hotels to deliver rate parity, the hotel industry has been seeking ways to offer direct offers, promotions and room rates that will not have them penalised by their third party agents, who can charge up to 49% commission.

BookLogic has developed and tested, with resounding success, four tactics to improve visibility, conversion and bookings direct to hotel websites:

1. Pricing by customer market: rate shopping of the targeted customer market and providing competitive pricing within this market, instead of setting rates by the hotel’s location – allowing greater flexibility in setting rates by customer affordability.

2. Progressive discounts by length of stay (LoS) – direct sales have more flexibility for LoS than through OTAs and third-party channels. The hotel is able to offer discounts and special offers on alternative lengths-of-stay, especially where many OTAs cannot offer this type of rate structure.

3. Dynamic packaging to hide the room rate similar to Expedia and Hotwire: distributing opaque rates, package rates with flights, cars, transfers etc dynamically through its direct channels.

4. Loyalty programme – providing an account to customers to find better deals. BookLogic’s Booking Engine allows customers to login via Facebook or personal accounts to access private rates, therefore avoiding violation of rate parity.

“Following lawsuits in Europe against OTAs by the European competition committee, the industry is being prohibited from enforcing rate. So it’s up to the hotel how to enforce the strategy. By utilising data and technology we have identified points in the sales and booking process to offer better rates to customers to catch the direct booking,” said Oral Yigitkus, CEO, BookLogic.

“We have optimised the performance of our clients’ websites with customer centric pricing and dynamic packaging that offers market orientated rates, as well as employing similar direct sales techniques that are employed by Expedia and Hotwire. This allows our hotel partners to commit to their contractual obligations yet catch as much direct traffic and offer a better package to holidaymakers,” continued Oral Yigitkus.

Hotels improving business and providing a competitive offering in the travel market include Euphoria Hotels, Akka Hotels and Otium Hotels. All of which have improved revenue during 2015 by providing dynamic online packaging and rate setting. During a turndown in the Turkish market, reported at 50%^, the aforementioned hotel groups worked with BookLogic to offer product unavailable on OTA and third parties or have used technology systems to optimise the distribution of their room rates.

In the case of a 34-room boutique hotel in the centre of Istanbul BookLogic increased revenue by over 4,000% by introducing a online direct booking marketing strategy with market-focussed pricing and progressive discounts alongside promotions. This allowed the hotel to become more independent, avoiding being hit by the dramatic fall in sales to traditional booking channels, plus not having to enforce full rate parity strategies by offering opaque deals.

While for a 12-room boutique property catering to luxury travellers from the Eastern European market place, BookLogic created specific rates by traveller market supported by a specialised online marketing campaign to drive traffic, resulting in a 32% growth in revenue between 2014/15

Some boutique hotels with whom BookLogic increased the online direct bookings with market-based pricing, progressive discounts and promotions.

Hotel 1 (12 room)

Within a few months of implementing the BookLogic direct bookings strategy the hotel achieved 32.54% growth.

Hotel 2 (34 room)

Hotel 2 managed to increase direct sales revenue by over 4,000% by adopting a SEO-driven campaign alongside the BookLogic direct sales strategy – even with the market as a whole experiencing a -50% drop.

Hotel 3 (20 room)

This hotel performed well despite the market difficulties, growth didn’t quite out-match the fall in bookings and ended incredibly well at just -5.06% on 2014. Without implementing the BookLogic direct booking strategy the hotel would have suffered considerable losses.

Hotel 4 (32 room)

Implementing the BookLogic direct bookings strategy before the worse of the market downturn hit, this hotel secured a growth of 729%. The year’s investment in a direct online rate strategy allowed the property to grow its market share.

Hotel 5 (22 room)

Throughout 2015 Hotel 7 struggled in a turbulent market as visitor numbers plummeted, yet managed to end the year 9.31% up owing to investment early in the campaign.

Conclusion

With over 70% of online bookings now generated through third parties, of which many of the high-volume booking channels charge high commission levels, hotels are looking at ways to build brand and garner more direct bookings in order to reduce distribution costs. The simplifying of technology and development of integrated systems are making it easier for hotels to manage their third-party suppliers and therefore build direct marketing campaigns. Coupled with greater knowledge and expertise of the online travel buying cycle and new opportunities to capture and interact with a wider audience hoteliers now have the resources to easily develop its own database to become more self-sustainable.

BookLogic’s range of booking systems, distribution solutions, data insights and digital marketing know-how allow hotels to manage a focused sales and marketing strategy by optimising the performance of online sales channels and marketing through PPC, SEO and IP-listing.

^Further reading:

http://www.theguardian.com/travel/2016/mar/23/turkey-tourism-industry-summer-holiday-bookings-fall-50-percent

http://www.bbc.co.uk/news/business-35530116

https://www.ttgmedia.com/news/news/what-now-for-turkish-tourism-4151

http://www.telegraph.co.uk/travel/destinations/europe/turkey/articles/turkey-tourism-on-the-brink/

https://skift.com/2016/04/10/turkish-government-moves-to-protect-tourism-businesses-hit-by-downturn/

About BookLogic:

BookLogic is an award-winning customizable software solutions and marketing services provider for hotels and online reservation systems for the travel industry. Independently owned, the company was established in 2004, launching full operations in 2009, with headquarters in Germany, and offices in Turkey and Dubai. In 2015 BookLogic was awarded World Travel Award for World’s Leading Travel Technology Innovation and nominated for Europe’s & World’s Leading Hotel Booking Solutions Provider. BookLogic currently services to over 1,500 hotel properties supported by over 30 staff members.

Contact: Ryan Haynes, mediateam@booklogic.net, skype: ryanhonline

Ryan Haynes
Media Team
BookLogic
skype: ryanhonline

Ryan Haynes
Media Team
BookLogic
skype: ryanhonline

May 31, 2016 |

The Top 10 Reasons Travel Bookings Are Abandoned

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PRESS RELEASE

FOR IMMEDIATE RELEASE

ATCORE research reveals 67% abandoned their travel bookings

ATCORE, the provider of high-performance reservation and e-commerce platforms to the

leaders in leisure travel, today shares the ‘Top 10 Reasons Travel Bookings Are

Abandoned’, an infographic providing an insight into online travel booking behaviour.

The Infographic is a follow up to the recently published ‘The Future of Booking’ eBook and is

supported by a downloadable data pack showing the detailed analysis behind the

infographic.

‘The Top 10 Reasons Travel Bookings Are Abandoned’ and data pack are part of the

ATCORE Insights program, a continuing program that aims to provide strategic thought

leadership to travel companies by offering insights built on proprietary data.

Visit the ATCORE website to download the full data pack

http://www.atcoretec.com/articles/98-top-10-reasons-travel-bookings-are-abandoned

April 5, 2016 |

ATCORE appoints new Chief Executive Officer

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PRESS RELEASE

FOR IMMEDIATE RELEASE

ATCORE appoints new Chief Executive Officer

Slough, UK, 17 March 2016 – ATCORE, the provider of high-performance

reservation and e-commerce platforms to the leaders in leisure travel, announces the

appointment of Dave Cruickshank as Chief Executive Officer from 1 May 2016.

Cruickshank (40) replaces Mike Kingswood, who will remain on the Board in a non-

executive role.

Cruickshank has spent the last 12 months as Chief Commercial Officer within the

business and led the acquisition of Tigerbay in December 2015. Prior to joining

ATCORE he performed senior roles in Iris Concise, Yotel and British Airways.

Chairman Mark Mayhew said:

“I am delighted to announce Dave’s appointment. He brings a fresh perspective to

our very strong business as we look to accelerate our growth. I would like to thank

Mike for his leadership of the business over the last 7 years and look forward to his

continued support as a Board member”

- Ends –

About ATCORE

For over 35 years, ATCORE has been at the heart of the global travel industry –

providing high performance reservation and e-commerce platforms to the leaders in

leisure travel.

Based in Slough, UK, with offices in North London, Sussex and Cardiff, ATCORE

employs around 180 people.

ATCORE Technology (formerly Anite Travel) is proudly owned by its management

and private equity investment partner LDC (Lloyds Development Capital).

LDC

LDC is part of Lloyds Banking Group and is the UK’s leading regional mid-market

private equity house that backs ambitious management teams from UK-based

companies seeking up to £100m of equity for management buy-outs, institutional

buy-outs or development capital transactions. For further information, please visit

www.ldc.co.uk.

For further information, please contact:

ATCORE Mike Kingswood Tel: +44 1753 804022

Dave Cruickshank www.atcoretec.com

March 22, 2016 |

Come and meet the Travel Affinity team at TTE 2016

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Once again we are running our popular advice centre at the Travel Technology Show at Olympia, London on the 24th and 25th February 2016.

You can find us at stand number T96, and you can pick up your complimentary copy of this year’s Travel Technology Directory whilst you are there!

If you want to discuss an upcoming project do call in, or if you have spoken with us at previous shows, simply come and say hello!

February 9, 2016 |

Turquoise Holiday Company sees 25% increase in online enquiries thanks to new Tigerbay developed website

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October saw the launch of The Turquoise Holiday Company’s brand new website, developed by Tigerbay. The Turquoise Holiday Company first approached Tigerbay with a development brief for a new responsive website to enhance their customers’ online experience, being mindful of their consumers’ use of multiple devices.

The Turquoise team needed flexible content pages with plug-in display modules, and site search functionality that could be focused on location, accommodation and itinerary information pages. Additionally they wanted to replace their already successful honeymoon gift list module.

Tigerbay worked closely with The Turquoise Holiday Company to develop their digital strategy and to provide the technical know-how to get this project up and running. As a result, this has led to a 15% increase in enquiries and brochure request submissions through the site since October, and a 25% increase year on year in January. While it is still early days for the honeymoon gift registry, all the figures are very encouraging.

James Bell, Sales and Marketing Director at The Turquoise Holiday Company said “Launching a new website is never easy, but it has been a pleasure to be working alongside Tigerbay. Carl Morgan and his team have kept us on the straight and narrow, and their experience, knowledge and expertise has really paid off for us with enquiries running at 25% up on last January! The site has received complimentary feedback not only on its look and feel, but more importantly on usability. I urge anyone contemplating a new travel site to talk to team Tigerbay. I am sure we will continue to build on our relationship.”

Jackie Ferris, Digital Marketing Manager with The Turquoise Holiday Company said “We are thrilled with our new website. It is much quicker and easier to use. The responsive design functionality is in keeping with the clean, fresh new look and feel of the website which also looks great on mobile and tablet. We are so excited and looking forward to seeing more results coming through over the next few months.”

And Tigerbay MD, Carl Morgan, said “The new Turquoise Holiday Company site is powered by the Tigerbay proprietary tour operator specific CMS. Marketing and selling specialist holidays requires a flexible platform, and a technology partner that understands the intricacies of the product and market. This is what Tigerbay is all about, and we are proud that The Turquoise Holiday Company chose to work with us on this project.”

ENDS

www.tigerbay.co.uk
www.turquoiseholidays.co.uk
For more information, please contact Vicki Tittley at vicki.tittley@tigerbay.co.uk

February 5, 2016 |

ATCORE PUBLISHES ‘THE FUTURE OF BOOKING’ RESEARCH

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ATCORE research reveals less than 50% of booking sites are providing the

functionality holidaymakers want

ATCORE, the provider of high-performance reservation and e-commerce platforms to the

leaders in leisure travel, today publishes ‘The Future of Booking’, an insight into

holidaymakers’ online travel booking habits and expectations.

In order to validate the demands of the consumer, ATCORE commissioned a survey of

1,500 holidaymakers across the UK, Sweden and Germany to explore their behaviour and

attitudes when booking leisure travel. The research found that most booking sites are not

delivering what holidaymakers want from the booking experience.

 63% of holidaymakers do not consider price to be the most important factor when

booking

 Must-have booking features often advocated within the industry, such as

recommendations, ability to share and lifecycle communications, are ranked highly

by only 7% of holidaymakers

 Package Holiday sites deliver holidaymakers’ top features more often than other sites

Dave Cruickshank, Chief Commercial Officer, ATCORE, commented:

“Consumers are rightly demanding and have a wide variety of needs when making travel

bookings and the challenge for travel companies is to ensure booking technology keeps up.

In a world where 81% of people abandon online travel bookings, there is a burden on the

industry to improve consumer satisfaction with the holiday booking experience and a clear

opportunity for travel businesses that can do this faster and better than their competitors.”

This eBook forms part of the ATCORE Insights program, a continuing program that aims to

provide strategic thought leadership to travel companies by offering insights built on

proprietary data.

To read the full findings visit the ATCORE website http://www.atcoretec.com/e-book-access .

- Ends -

About ATCORE

For over 35 years, ATCORE has been at the heart of the global travel industry – providing

high performance reservation and e-commerce platforms to the leaders in leisure travel.

Based in Slough, UK, with offices in North London, Sussex and Cardiff, ATCORE employs

around 180 people.

ATCORE Technology (formerly Anite Travel) is proudly owned by its management and

private equity investment partner LDC (Lloyds Development Capital).

LDC

LDC is part of Lloyds Banking Group and is the UK’s leading regional mid-market private

equity house that backs ambitious management teams from UK-based companies seeking

up to £100m of equity for management buy-outs, institutional buy-outs or development

capital transactions. For further information please visit www.ldc.co.uk.

For further information, please contact:

ATCORE Dave Cruickshank Tel: +44 1753 804022

Chief Commercial Officer www.atcoretec.com

January 22, 2016 |

TigerBay reflects on a busy three years since the launch of its full Tour Operator Sales and Management platform

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3 years ago, in November 2012, TigerBay launched its full Tour Operator Sales and Management system. Prior to this, the team had been developing websites for Tour Operators, whilst simultaneously designing and building the complete platform.

The team behind the business had many years’ experience in the market. David Jones, the Chairman, had previously founded the Travelink system in 1995, which was subsequently sold to Comtec in 2005.

Using their experience and knowledge, and taking advantage of new technologies, the team knew they wanted to do things in a fundamentally different way. This included its approach to system design and architecture, and the way in which it would work closely with its customers to deliver and support a truly customer-centric system.

Today, MD Carl Morgan is confident the approach has worked, and the carefully-managed, organic growth of the company is testament to that. “We now have 19 Tour Operators using our Sales and Management system and 6 more currently in implementation. Due to the nature of Tour Operating, no one customer uses the system in the same way and each one wants to work with us in a different manner. There is no one size fits all and that is what TigerBay is about.”

“We understand Tour Operating. It’s our sole focus and we believe we are experts at understanding our customers’ business requirements, and translating them into tailored software solutions. We are proud to offer customer-focused development, delivery and support plans.”

Vicki Tittley, Business Development Manager, added “We are in a competitive market, but, as a hard-working team of industry experts, with a proven, web-centric, flexible platform, we believe we can offer a real alternative to the “old school”, traditional tech supplier and customer relationship.”

www.tigerbay.co.uk

For more information please contact Vicki Tittley at vicki.tittley@tigerbay.co.uk

October 29, 2015 |

TigerBay makes an impact at CV Villas

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Nine months following go live with the TigerBay Tour Operating Sales and Management System Angela Butler, Head of Sales and Operations, reviews how the system is working for them.

When asked for feedback, Angela advised that since implementing Tiger Bay it takes half the time it previously did to make a new booking.

Other key areas of improvement include:

· Efficiency and accuracy improvements due to having access to all product information in one system.
· Improved customer documentation generated automatically from the system’s integrated Document Management System.
· Training staff is easy as the interface is logical and straightforward.
· Support from the TigerBay team is friendly and efficient when reporting problems and identifying solutions.

CV Villas is a specialist Villa operator within the Kuoni Group. The company prides itself on its handpicked villas in inspiring locations with flights, car hire and expert local support. Attention to detail, along with customer service are at the heart of the business.

The TigerBay Sales and Management System, launched in 2012, is now the platform of choice for around 20 mid-sized specialist operators including ski and activity operators Mark Warner and Skiworld, escorted tour operators Travel Editions and Martin Randall Travel, destination specialists Beachcomber Tours and Sunvil, along with villa and accommodation specialists.

The system is developed and supported by an experienced team based in Cardiff and led by MD Carl Morgan. Carl commented “we are very proud to have CV Villas as a valued customer. Our team works closely with our customers to make sure the system delivers value and Angela’s feedback reflects our goals and what we aim to achieve.”

www.tigerbay.co.uk
For more information contact Vicki Tittley – vicki.tittley@tigerbay.co.uk

Lisa Hender
Marketing
TigerBay
M 07786 061143
W http://www.tigerbay.co.uk/
Twitter @TigerBaySystems

Cardiff Business Technology Centre, Senghennydd Rd, Cardiff CF24 4AY.

September 17, 2015 |

TigerBay due to go live at Beachcomber Tours with Amadeus integration

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TigerBay has today announced it is providing Beachcomber Tours with its full Sales and Management system.
 
Mark Boullé, Marketing Manager at Beachcomber Tours said “We went through a very diligent process to find a technology supplier who could provide a system with the flexibility to cater for our specific requirements and size of operation.  We believe TigerBay will work well for us both now and in the future as we grow the business.
 
It was also important to us to work with a supplier who understands the intricacies of our tour operating business, one which could offer Amadeus GDS integration and has the ability to deliver an online booking engine for the trade down the line.”
 
TigerBay completed the integration with Amadeus Web Services earlier this year and this is now in use with a number of TigerBay customers. 
 
Carl Morgan, Tigerbay’s MD, added that “Beachcomber Tours is a typical example of a TigerBay customer with whom we work closely, effectively and sensibly to identify requirements and ensure a smooth system migration. Once the system is live this summer we will continue to work together to ensure the system continually adds value throughout the business.”
 
About TigerBay:
TigerBay is an end-to-end travel technology provider for Tour Operators.  It gives Tour Operators everything they need to implement multi-channel distribution, providing web and mobile sites seamlessly integrated with reservations, sales & management and reporting systems.  Based in Cardiff, Wales, TigerBay launched in 2008 and is built on 100 years’ experience of delivering practical technology solutions that meet the complex needs of today’s Tour Operators.
 
For more information, please contact Vicki Tittley atvicki.tittley@tigerbay.co.uk
 
ENDS

June 11, 2015 |
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