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Know your customers if you want to succeed in travel

June 30, 2017 Business News No Comments Email Email

Travel companies can survive and thrive in today’s tech-driven landscape if they understand their business and customers according to Michael Chase-Smith, Executive Director of Orbit World Travel.

In an interview ahead of his presentation at the first annual Travel Industry Exhibition and Conference, Mr Chase-Smith, said travel industry players need to know their audience.

“They can’t be all things to all travellers,” Mr Chase-Smith said.

“They need to get a strong understanding of their business in this new-tech world, how it can maintain its client base and grow, and what technology and tech partners they should work with to evolve their business.

Michael Chase-Smith

“Having the right technology partners to provide the necessary solutions to keep their customers engaged and attract new customers is now critical.”

Mr Chase-Smith said though technology is evolving, and travel is an industry where much of what’s evolving can play a part, it’s the human in human resources that really sets Orbit World Travel apart.

“Our people are still our greatest and most important asset.

“Without them having the right experience, training, passion and ability to embrace technology, we wouldn’t have many customers and we wouldn’t retain them.

“While we are very technology focussed travel company, developing many of our own solutions, we still need good people to get the most out of the tech and ensure our clients have a great experience.

Mr Chase-Smith’s presentation at the Travel Industry Exhibition and Conference, Emerging Technology Trends, is central to the conference’s theme of Agents of Change.

In it, Mr Chase-Smith discusses emergent technology trends and how it can affect but also benefit the travel industry, and how the industry’s leaders must strategically embrace change to remain viable.

“Virtual Reality and now Augmented Reality are two areas which are advancing fast,” he said.

“Artificial Intelligence and messaging platforms are starting to assist travellers with advice to book travel and will become more prominent during the trip very soon. “

“It’s all tying in more now with the need for better data and personalisation and what this can do to improve the traveller experience, optimise choices pre-trip, and staying connected with the traveller during the trip.

“Technology and change is more dynamic and fluid than it’s ever been.

“Leaders thinking what they’ve done in the past that led to success, will automatically lead to success in the future, will be making a big mistake.”

Others joining Michael on the line-up for day two include Melissa Browne, author, media commentator, public speaker and accountant, with Original Thinking for Creative Leadership; Paralympian Dr Jessica Gallagher with Trust – Mindset – Courage (Melbourne only) and Jane Challinor, Director of Real Business Group with Path to Profit.

Conference tickets are available here.

The 2017 Travel Industry Exhibition and Conference will be held from 20-21 July at the Crystal Palace in Sydney’s Luna Park, and 25-26 July at the Melbourne Conference and Exhibition Centre.

The free Travel Industry Exhibition is taking place alongside the conference.

Delegates and trade visitors will have a chance to see and discuss the latest products, services and innovations that are setting the travel industry on fire.

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