å‘s online travel solutions division will be running a seminar at World Travel Market (WTM
) this year, on how travel agencies can best market their websites and online booking facilities.
, Sabre vice president of sales and marketing, is speaking on the subject at the new WTM venue, ExCeL
, on Monday 11 November and Wednesday 13 November.
The initiative is the latest in a series of moves by the global distribution system (GDS) to encourage agencies to develop, and make best use of, their own online travel booking facilities. Last month (September), Sabre announced that it had signed a deal with an interactive media agency to provide an off-the-shelf website for agencies who currently have no online presence.
Gardner said it was important for agencies to market their websites effectively, to maximise the return on their investment.
“Many travel agencies have taken the initial steps towards competing in the online arena, but some are not yet making best use of their investment in this technology”, she said. “That’s because they don’t all have access to the marketing and IT skills that they may need to do so, and that’s why we will be giving them some pointers at WTM”. presentation will look at customer segmentation before the website is built, how to target those most likely to use it, how to differentiate it from competitors, naming and registering tips, advertising, direct marketing, and how to integrate the site with existing customer service facilities.
The seminar will take place in ExCeL’s City Side Room 6 between 2pm and 3pm on Monday 11, and from 2.30pm to 3.30pm on Wednesday 13.