ALBUQUERQUE, N.M. -- In November 1998, Mark Travel Corp. acquired
Blue Sky Tours.
Now, more than a year later, the company continues as an
independent operation based here, where it was formed in 1981. Jay
and Dennis Odom, brothers who founded Blue Sky, continue as
president and vice president, respectively.
Blue Sky also continues with the same computer reservation
system. "We've had almost 20 years' experience in customizing the
system for the Hawaii market," Dennis Odom said.
"We've developed quality control and other features over the
years that have given us the most flexible system," he said.
The brothers weren't always in the the travel business; Jay was
a computer programmer, and Dennis was in the oil business. But they
saw a need for customized Hawaii programs.
At the time, no Hawaii operator had software with the ability to
take reservations for individual components, such as car rentals
and lei greetings. Blue Sky had that ability right from the
start.
Following a strategy of concentrating on one destination and
doing it well, Hawaii remains Blue Sky's only destination.
Mark Travel has other Hawaii programs operated from its
Milwaukee headquarters. Brands include United Vacations; Starwood
Vacations, and Funjet Vacations, which entered the market last
spring.
However, being in the Mark stable has brought additional
business for Blue Sky. Explained Dennis Odom, "Mark is well
respected. I talk to agents who say they always book them and are
now booking us."
Blue Sky continues to expand. According to Odom, in 1997 it
booked 61,000 people to Hawaii; last year, the number rose to
75,000. He expects 1999 to end with 80,000.
Last May, Blue Sky increased air seats by adding Delta as a
participating carrier. It also offers seats on Northwest,
Continental, American and Hawaiian.
Odom believes that having multiple carriers gives Blue Sky an
advantage over competitors that have seats on only one or two
airlines. "This ensures we can offer choices and the best pricing
and best schedules," he said.
Blue Sky also increased its reservations staff, from 56 a year
ago to 65. Another 10 are in training.
For 2000, it added 10 properties in all price ranges, bringing
the total offered in its program to around 100. "This year, growth
was slow compared with 1998, but we expect 2000 to be a great year,
providing that air fares stay as they were in 1999," said Odom.
"We continue to sell air from the East Coast for around $500,
and fares from the West have been under $300."
Growth this year, he said, has come mainly from the Midwest.
He continued, "Hotel prices are stable, which is good. For the
last several years we've been seeing [travelers] buying more
upper-end properties, which have been offering great deals. This is
more pronounced this year."
Oahu is Blue Sky's top destination for visitors. However, he
explained, "In the first half of the year, we saw Maui increasing,
out-producing Waikiki in room nights in some months.
"Then, in the third quarter we saw Waikiki making a comeback,
and its room nights continue to increase."
Odom also finds more travel agents booking commissionable tours
and activities, such as helicopter tours, through Blue Sky.
He added that Blue Sky only accepts bookings from agents;
consumers who call are referred to agents. The firm, which markets
nationwide, has 11 sales people spread throughout the U.S.