Until now, a key quality differentiating the traditional travel agent and the online travel agency (OTA) has been high-touch personalization. Traditional agents have it. OTAs not so much. But a new generation of travel software is about to change that equation.
OTAs are beginning to move from the “rational” booking tools on which they were built — those two-dimensional grids of dates, city pairs and fares — to “inspirational” tools that open with maps of the world and evocative images, trip themes and interactive features designed to appeal to the emotions and create a highly personalized purchasing experience.
In short, said Henry Harteveldt, chief research officer and co-founder of the Atmosphere Research Group, OTAs are venturing into a high-touch area where traditional travel agents have excelled by adding value through conversation and personal contact.
Read full story at: http://www.travelweekly.com/Travel-News/Travel-Technology/New-software-aims-to-deliver-personal-touch-to-online-booking/
