Don’t forget your B2B customers: how to use technology to be more customer centric CEO Kevin O'Sullivan discusses how tour operators can use technology to deepen their relationships with B2B customers. Featuring a case study with leading DMC Destination Asia.

1. Don’t forget your B2B customers
Kevin O’Sullivan
CEO, Open Destinations
How to use technology to be more customer centric

2. Today’s discussion
How tour operators can use
technology to deepen
relationships with B2B
customers
• Personalisation in a B2B environment
• Building B2B client profiles
• Touchpoints for personalisation
• Using data to improve the end user
experience
Case study – Destination Asia
Showcase Digital 2017 | opendestinations.com

3. About Open Destinations
2015 & 2016 – ranked as one of the
fastest growing companies in the UK
by the Sunday Times BT Business
SME Export Track 100
• Team of 400+ spread between London
and Goa offices
Showcase Digital 2017 | opendestinations.com
• 10,000+ users per day using our software in over 30 countries
• Leading worldwide technology supplier for tour operators,
wholesalers & DMC’s
• Reservations systems & applications for all areas of operation
– ie. modules for call centre, B2B booking engines, CM
integrations, B2B XML, mobile applications
• Growing at rate of over 10-15% per year for the last 5 years

4. Worldwide clients, outbound specialist operators, DMCs, Wholesalers
Open Destinations Portfolio

5. Why does personalisation matter?
5
• According to a study by Janrain, nearly 3/4
(74%) of online consumers get frustrated with
websites when content appears that has
nothing to do with their interests
Improved customer service =
customer loyalty
• Save your customers save time and energy
• Segmenting your visitors according to highly
relevant criteria
• Contextual and behavioural specifics,
acquisition channels, different devices,
browsing history
Accelerate purchasing decisions
Showcase Digital 2017 | opendestinations.com
• Easyjet reported 67-1 ROI after
introducing personalisation
• Inclusion of personalised
airports in E-shots doubled
engagement and increased
conversion by 60%
Customer conversion
• Save costs – bringing in personalisation at the early
stages of travel inspiration (predictive
personalisation)
• Growth of ancillary product sales - hotels and
airlines already doing this
Increase Revenue
Personalisation is the use of
behavioural, demographic or
even anonymous user data
to create dynamic and
customized content for each
user
The key message is that B2B customers are expecting personalisation :They have
same expectations as the end consumer when it comes to personalisation

6. Case study – Destination Asia
How tour operators can use
technology to deepen relationships
with B2B customers
About Destination Asia
• Leading DMC stretching across 11 countries
• 29 operating offices with 700+ staff
• Provide solutions for tour operators, wholesalers,
meeting & incentive market
• Specialise in pan-regional itineraries
Showcase Digital 2017 | opendestinations.com

7. Project Objectives & ROI
Showcase Digital 2017 | opendestinations.com 7
Return on investment (ROI)
• Build loyalty through ease of connection
• Develop sticky relationships with customers
• Demonstrate that they understand their
customers and can offer the services they need
• Differentiate themselves in a crowded
marketplace
Objectives
• Increase the spend per customer
• Increased revenue through both the online and offline
relationships
• increase sales of their pan-regional itineraries
• Improve the response time for new business

8. The Solution
 Single, central XML interface to present their
unified service and brand in a single online
portal
 11 regions working in a single operational
environment
 Personalisation - centralised access to
complex customer preferences and historical
data
 Facilitated e-commerce expansion through
new B2B website and direct XML
connections to customer booking systems
Showcase Digital 2017 | opendestinations.com
“ We now have a solid platform to continue
building our e-commerce business. Travel Studio
has taken us to the next level with connectivity in
the worldwide marketplace.”
~ Nicholas Mulley
Chief Operating Officer, Destination Asia

9. Personalisation: know your customer
Showcase Digital 2017 | opendestinations.com
• Incorporate booking history, quotation history
• Preferences about where they like to send
their clients, preferred hotels, guides, etc
Tour operator preferences
• Online presentation with B2B customer
facing website/service that reflects the
personal service
• Personalised proposals with branding and
tailored contact information
Personalise the response

10. Flexible library of products
 Flexible options at different touchpoints
 Decrease time spent on tailoring communication
 Collateral tailored to customer preferences
 Library of components for quotes & proposals
 pre-built trips or trip-lets – ie. 3 day Bangkok
segment with different hotels
Personalisation:
providing the right product for the right customer
Website (B2B portal)
 Agents receive the right product for them when
they login
Showcase Digital 2017 | opendestinations.com

11. Improving the end user experience
It’s all in the details
• DMC can use the traveller preference
information to create a ‘wow’ experience
• Personalised products for travellers
• Ie. Multi-generational families, 50th
wedding anniversary, accessibility
options
Showcase Digital 2017 | opendestinations.com
The end result
• Exceptional service deepens the
relationship
• Tour operator feels valued

12. Showcase Digital 2017 | opendestinations.com
Embracing mobile
technology
 New Tineri mobile app from Open Destinations
 White label product for tour operators to engage
with their customers
 Showcase expertise and provide interactive
itineraries
 Collect real-time feedback and respond to
customer demands
 Opportunity to upsell during tours
 Reinforce YOUR brand and build customer loyalty
 Paper itineraries are becoming obsolete

13. In summary: Implementing
personalisation in a B2B environment
Direct connection to customers is
key to gaining market share
The world is all about connectivity
XML connections
Provide one touchpoint to your
customers
Get all of your offices working in a
single operational environment
through XML interface
Streamline operations
Open up your product online and
personalise the B2B customer
experience
Provider account management online
as well as booking
B2B website
CRM - Centralised access to
customer preferences and historical
data to improve conversion
Personalisation
Showcase Digital 2017 | opendestinations.com

14. linkedin.com/company/opendest
linkedin
@opendest
twitter
Thank you
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