Dynamic packaging supplement 2006

DYNAMIC packaging is so obvious you wonder how we ever managed without it. An idea so simple you’re left asking why things haven’t always been done this way.

Rightly or wrongly, it is being heralded as the saviour of the UK travel agent. That might be overstating the situation, but there is no doubt the freedom and flexibility that a dynamic package allows, combined with the variety of on-line booking tools at their disposal, mean today’s agents are increasingly able to compete with the rest of the travel sector.

But there’s dynamic packaging and dynamic packaging. Simply selling someone a cut-price flight alongside a discounted hotel room and a bottom-of-the-range hire car might be good in terms of volume, but it will do little for your bottom line.

The key to success, as we explore in this dedicated supplement, is to make dynamic packaging work for you by delivering margin and driving customers back to your agency.

It could be said we are still at first base when it comes to really benefiting from the potential that dynamic packaging offers. Giving our customers the tools by which they can put together their own tailor-made holidays is a highly powerful marketing opportunity. But it is how we use those tools that shapes how effective dynamic packaging really is – doing so in a way that directs customers to the airlines, the hotel chains and the holiday offers that give you the most profit is the goal.

Our dynamic packaging supplement will give you guidance on putting together your own tailor-made packages that work for you.

Richard Siddle
Travel Weekly

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