WHITE PLAINS, N.Y. -- Getting consumers and agents to a Web site is
relatively easy; getting them to book there is not.
However, EuroVacations.com, which began operations on Jan. 1
and is launching its Web site this spring, is hoping to change
that.
Most attempts by tour firms to lure agents and consumers to book
over the Web have resulted in more shopping than selling, said
Bernard Frelat, president of EuroVacations and Rail Europe, a
majority owner of the new Web venture along with Zurich-based
Switzerland Destination Management.
"That's why our business model calls for a full integration of
the Web and call-center services," Frelat said.
"Our experience shows that a lot of people feel comfortable
building itineraries on the Web and then they need to talk to
someone to get more information. Our full-service call center will
provide the best technology available to interact with customers,"
he said.
That technology gives Internet users two options: They can get a
call back from Rail Europe via a second line or cell phone, or they
can use the "push" system, allowing live, on-line interaction
between the customer and a call-center representative.
Meanwhile, Frelat also addressed how EuroVacations' product line
would differ from what tour operator Avanti Destinations in
Portland, Ore. -- which holds a 15% stake in the EuroVacations
venture -- and Rail Europe already offer.
"Of course, there will be air, rail, car rental and hotel
components, but they will be presented [on the Web] in a way that
provides more flexibility to clients than what they might find from
a brochure-only operator.
"The product scope will be significantly broader than what our
individual companies offer on the hotel side: We'll be able to
offer 2,000 hotels across Europe initially, and we want to increase
this eventually to 7,000," Frelat said.
Small, independent hotels will be plentiful, Frelat said, which
is unusual for most large tour companies that sell chain properties
in bulk.
Because of the participation of Switzerland Destination
Management, Switzerland will figure prominently in
EuroVacation.com's offerings, but Frelat said EuroVacations.com
will sell all of Europe.
Frelat emphasized that his goal is to make EuroVacations a
source of "pan-European tourist information" and not just a product
Web site.
This information will be garnered from Rail Europe's stock of
destination material as well as from travel guides, tourist boards
and travelers.
"We will provide an incentive for all of our travelers to report
on their experiences and give travel tips," Frelat said.
The operations and call center will be based at Rail Europe's
offices in White Plains, N.Y., and can be reached at (877)
EUROVAC.
Idea is to point buyers to Web
WHITE PLAINS. N.Y. -- How much less does it cost a company to
take tour bookings over the Internet than through a call
center?
Bernard Frelat, president of Rail Europe and EuroVacations.com,
estimated that a Web transaction will cost one-tenth of a phone
transaction.
"If [an agent] spends 20 minutes on our Web site and then
prequalifies the client before speaking to our customer service
agent, that's 20 minutes of phone productivity gained," he said. He
said tests showed bookings will take two to three minutes on the
site.
"We believe at the beginning we will see a very high ratio of
Web/call transactions, but once people get comfortable with the
site, we think they will get comfortable with Web-only
transactions, and that's where the savings come in," he said.