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INDUSTRY
PERSPECTIVES REVIEW
Kicking off a series of 'Industry Perspectives' to be delivered throughout
the ACTE
Global conference, Marka Jenkins, Vice-Chair of Cendant, TDS and
founder of
Travelport, posed three penetrating questions.
- Is the travel industry in the Dark Ages or are we in Renaissance?
- Should the complexity in our industry be changed or embraced?
- And, are we all at odds or are we in a position to learn from each
other? Jenkins's answers the industry renaissance is beginning but we must
manage through the complexity in order to embrace future opportunities.
And, as industry players, we are often at odds but we are also in a
position to benefit from each other...and this is healthy.
Vicki Escarra, Executive Vice President & Chief Marketing Officer,
Delta Airlines, summarized the three keys to the airline industry's future
success. Competition new market entrants and low cost carriers are
challenging the network carriers and this is driving better performance.
Costs every cost must be minimized but not to the point of negatively
impacting service.
And, thirdly, customer service airlines must fly where customers want to
go, when they want to go, and at an attractive price. Escarra added that
every airline must find a way to distinguish itself from the competition,
either in product or positioning.
Ellen Keszler, President, Travelocity, focused on the role of
technology in corporate travel. While it may appear that battle lines have
been drawn between online agencies and travel management companies, Keszler
offered that the battle is to learn when to use technology and when not to
use technology. Her criteria for applying technology it must increase
efficiency, lower costs, and improve customer service. "After all," Keszler
said, "travel will always be a service business."
Pam Arway, Executive Vice President, American Express, drew
analogies between today's competitive environment and the Life of Pi. She
stressed that the industry should focus on long-term strategies rather than
short-term cost cutting decisions that could erode customer service. Arway
emphasized that service still remains the most crucial element in any
transaction.
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