January 15th 2000.

Marketing 4b. OLRS & DMS

Ian Clayton, AXSES SCI
 
 

The DMS approach to OLRS is different. DMS supply a suite of tools for managing a destinations tourism activities. This includes systems for managing information for the tourism organisations Websites as well as sales offices, call centers, literature fulfillment and marketing departments. Also Included are systems to manage information on the tourism operators and provide communications services such as hotel websites and OLRS. OLRS offered by a DMS are thus a component of a closely bundled package of services. Although some DMS can supply just the OLRS, the full DMS solution is a more extensive and specialised solution, worthy of careful consideration.

For example, the http://barbados.org website and communications structure is far deeper than one might imagine. Underlying the 10,000 pages of content are many custom built programs and a wide range of services. These include:
 
 

1. Web Communications System:

2. Self Admin. Website Server - (SAWS) Provides templates allowing the Destinations to easily create and maintain many websites for different regions, in specific languages; providing local information and details of regional programs, contacts etc.

http://barbados.org/uk. (BTA UK Virtual Office - Access to the admin system is restricted)

3. Self Admin. Archives System (eARCH). An easy to use system for partners to add item to the user searchable archives and upload files and graphics directly from their browser. (access restricted). see Archives search http://barbados.org/search 4. Self Admin. Press Release System (ePRESS). A complete solution for publishing PR items to the on-line community and media. (admin access restricted) http://barbados.org/archives 5. Self Admin. Calendar (eCAL). Partners can add events and festivals and classify them for multiple listings.

http://barbados.org/calendar/add

6. Self Admin. eMail Management and Post Office services (MAILMAN). Includes: Newsletter subscriber forms, Mailing List Manager, Multiple Respondent Accounts, Automatic Responders and on-line Mail Admin for POP accounts, passwords etc. The systems are designed so that non-technical Destination Administrators can manage them.

7. Users Services: Postcard, Visitors journals, Guest Books, Newsgroups, VIP registry, Special Promotions, FREE stuff (Screensaver Download) etc.

8. Online Shopping and credit card system. (eSHOP). designed so that non-technical administrator can manage them.

9. Mapping Technology. A full Geographic Information System (GeoAXSES). this may alos be used for the destinations management of hotel registration and environment assessment etc.

10. Client Profile & Survey System (in development. see example below)

11. Personal Brochure/Personal Web.

12. Integrated Databases - can be used for virtual offices, CD Multimedia productions, kiosk, call centers, visitor information bureaus and corporate information systems..

13. Program Tracking. Ability to establish and monitor Internet pages for integrated marketing promotions and campaigns. Allows the destination to evaluate the effectiveness of a campaign in real time.

14. Multipurpose OLRS- to be added shortly (in negotiation with several International Partners)

15. Marketing. Development, implementation and monitoring of Integrated marketing programs. Includes client tools such as a custom built search engine submit agent already set with suggested keywords for Barbados activities.

It costs a lot of money to develop and maintain a Destination Management System (DMS). The World Travel Organisation estimates that a major DMS may cost between $500,000 to $8,000,000 to develop and $250,000+ annually to operate. (Marketing the Destination Online- WTOBC, September 1999).

Fortunately Tourism Management Organistations and Tourism Operators do not have to develop these systems. They can lease system from corporations such as AXSES SCI, Travelinx and other DMS companies. It will cost from several thousand dollars US to hundreds of thousand of dollars to license a full DMS.

Most DMS prefer to link the OLRS from a new Website which they develop for the client. Many DMS charge for the OLRS and Website features (number of images, pages, facilities, keywords etc) as well as DMS services. The OLRS reservation transactions are usually commission-able at 5% - 10% depending on the OLRS options.

The technology offered by OLRS and DMS companies covers a broad spectrum of options, benefits and inherent costs. Choosing the best value option is not easy as there are tradeoffs and requirements depend very much on the existing infrastructure and objectives of the destination tourism partners. It is made more difficult because the channels are changing and it is not clear just who is what and who will win. This is the subject of our next issue.

Stay tuned for the next issue: "Channels in Transition".

PREVIOUS:

INTERNET MARKETING NEWSLETTERS.

http://barbados.org/marketwatch

--------------------------------------------------------------------

Internet Travel

--------------------------------------------------------------------

Internet Marketing -Intro mch 8

vol 1. Travel on net mch 12

vol 2a. Promo on the net mch 21

vol 2b. Features of the net mch 29

vol 2c. The new marketing mix Apr 8

------------------------------------------------------------------------

Search Engines

------------------------------------------------------------------------

vol 3. iNet Advertising-SE Apr20

vol3a. Keywords May 2

vol3b. Popularity May 9

vol3c. Java & Scripts May16

vol3d. Final word May24

------------------------------------------------------------------------

On-Line Reservation Systems

-----------------------------------------------------------------------

vol4. OLRS-1 Dec20

vol4a. OLRS-Pegaus Jan5

vol4b. OLRS-DMS Jan15