Integrated Tourism Solution Overview
The Integrated Tourism Solution (ITS) is an initiative to better connect our customers and prospects with participating partners in the tourism industry on PEI.
There are several key elements:
- Streamlining the process of how operator information is created, stored and published. Currently operator profiles are being submitted to Tourism PEI for the purpose of creating the Island Guide as well as for BookPEI updates. This process is very manual and requires a lot of separate handling by the tourism operator as well as Tourism PEI. The ITS will enable the tourism operators to input their own data and manage the participation in the different publishing programs.
- A Central Reservation System. In the past, only tourism operators could book rooms and activities for inquiring customers. Visitor Information Centres, Call Centre, online tourism retailers and resellers were not able to make direct bookings. Every year, Tourism PEI was losing business to its competitors whose direct selling capabilities was becoming increasingly sophisticated. The ITS has created the capability to offer inventory in one central booking system that can be accessed and used to book directly by all participating partners. An important benefit of being able to close the online sale is that we can better measure the effectiveness of our marketing efforts.
- A Call Centre that is managed by Tourism PEI. The ability to sell directly will fundamentally change the nature and requirements for our call centre as well as our Visitor Information Centres. Instead of being sources of information with a limited scope, our agents will become travel counsellors who can close the sale. The ITS enables us to function as a virtual call centre, with our agents physically present in our VIC's or working from their own home.
- A Customer Relationship Management system. In the past, data about our customers profiles and activities resided in many different places: Tourism PEI, Golf PEI, Golf Links, Call centre as well as in many contests files and with operators themselves. This gave us a very blurry view of who our customers are and what they do. It severely reduces our capacity to build the relationships we have with them. For a tourist destination that has 72% repeat customers, the absence of a central customer database was a severe weakness. The ITS has built the capacity to partner in building our "memory" to better respond to our customers needs and identify new product and market opportunities.
Overall, the ITS has enabled the Province of Prince Edward Island to become more competitive in the marketplace. It will be up to the participants to turn this opportunity into an advantage.
Questions:
- What will BookPEI cost tourism operators?
BookPEI will be a commission-based reservation system commencing in 2011 following the free introductory period. - Is participation in the Central Reservation System (BookPEI) mandatory?
No. The system offers marketing and sales opportunities, but participation is not mandatory. - I am already working with Slumberland. Does this mean there will be a whole new system I have to get used to?
No. BookPEI is an extension of Slumberland. It may change its name and gain more features, but it will remain the same system and data you have worked with. - I have no Internet connection. Does that leave me out of the loop?
No. For those without adequate Internet connection, communication can be by telephone or fax. Call 1-866-213-7521 to discuss further options. - I want to participate in the system, but not with all my inventory. Can I do that?
Yes. You can post only a part of your inventory on the system. - My relationship with my customers is mine. I do not intend to share that information with the Province.
You will not have to. Participation in sharing customer information with Tourism PEI for marketing purposes is purely optional for you as it is for your customers. - Aren't we contravening privacy laws when we collect customer information?
No. As long as we ask permission of the customer, tell them what we will do with it and do only what we say, no privacy laws or common sense agreements will be broken. Remember: customers who like us expect to hear from us again. - Must I participate in the Canada Select rating program to participate in Book PEI?
Yes, based on a 1996 decision by the Tourism Marketing Authority, all licensed accommodations must participate in and publish a Canada Select rating when advertising in any Government publication. This policy does pertain to Book PEI. - Is it necessary for my tourism establishment be set up to accept credit card payments?
No. A credit card number is entered into the reservation system by your customer as a means by which to finalize a reservation. You, the tourism operator, is then advised by email that a new reservation has been made. You would then contact the customer and explain the form of payment that your establishment accepts and the cancellation policy.
