Strategies for effective technology training to empower teams in tour operator businesses

Anu Karunatilaka has a career spanning over 16 years at Intrepid Travel, the world’s largest adventure travel company, which offers more than 1,150 itineraries on all seven continents. Initially starting his career at Intrepid as a software architect where he developed a reservations platform, he went on to hold a number of roles at the company, before moving from Melbourne to Colombo in 2013. There, he established Intrepid’s shared service centre. Under his leadership, the team in Sri Lanka has grown exponentially. In 2019 Anu moved into the Regional General Manager APAC role, responsible for leading Intrepid’s business across the region, followed by a period as Managing Director in 2022. Today, as Chief Technology Officer, Anu leads Intrepid’s global technology and digital transformation across the key areas of governance, privacy and AI.

In a conversation with Prisila, a correspondent in Asia Business Outlook Magazine, Anuruddha discussed technology's competitive edge in tour operators and highlighted real-time data's role in informed business decisions.

Tech Integration: Tour Operators' Competitive Edge

In the competitive landscape of the tour operator market, leveraging technology is integral for gaining a strategic edge. At Intrepid, a focus on data-driven decision-making stands out as a key advantage. Access to real-time analytics aids in yield management, pricing strategies, and supply negotiations. The evolving travel industry necessitates seamless connectivity, achieved through APIs, allowing companies to link with various service providers efficiently. Operational efficiency is crucial in the intricate world of tour operations, where streamlining processes through technology becomes essential for maintaining competitiveness. As destinations develop, the need to systemize operations grows, making technology investment pivotal. Furthermore, addressing the digital expectations of today's customers is paramount. Intrepid invests significantly in enhancing the digital customer experience, from online booking engines to contactless transactions, recognizing that a seamless digital journey is now an expectation. Lastly, the potential of artificial intelligence looms large, and investing in technology platforms to support AI is seen as a forward-looking strategy, providing organizations with a competitive advantage in the evolving landscape of the tour operator market.

Optimizing Tour Business with CRM for Customer Satisfaction

In the realm of tour operator businesses, optimizing customer satisfaction and loyalty hinges on the strategic utilization of Customer Relationship Management (CRM) systems. Recognized as a cornerstone of effective customer service, CRM systems furnish comprehensive insights into a customer's history. This empowers sales and customer service teams to deliver highly informed and personalized interactions. The invaluable single customer view offered by CRM platforms facilitates improved service by understanding past preferences, travel experiences, and comfort levels. Moreover, leveraging this data allows for the delivery of tailored and relevant communications, aligning with contemporary expectations for personalized engagement. Beyond communication, CRM systems play a crucial role in harnessing customer feedback for continuous improvement—a facet where tour operator businesses often have room to mature. Additionally, advanced CRM platforms, exemplified by Salesforce, integrate predictive analytics through AI, enabling businesses like Intrepid to glean dynamic insights and enhance operational efficiency.

Innovate Responsibly: Tech Risks in Tour Business

Effectively managing the integration of new technologies in the tour operator business requires a balanced approach that acknowledges the inherent risks. At Intrepid, a focus on incremental implementation has proven successful, allowing for the gradual replacement and testing of technology while keeping the business operational. The organization has embraced a value-led development strategy, aligning technology investments with the delivery of value to customers and the overall business. This customer-centric approach ensures that innovations enhance the customer experience, making the risk worthwhile. Additionally, Intrepid emphasizes collaboration, forming partnerships with technology providers and fellow travel companies to leverage their expertise and minimize potential pitfalls. By adopting these strategies, the tour operator navigates the ever-evolving technological landscape while safeguarding against undue risks.

Tech-Ready Teams: Strategies for Tour Operators

Ensuring employees are well-equipped to embrace new technologies within a tour operator company requires a multifaceted approach. Beginning at the top, a tech-savvy and innovation-oriented leadership, including the board, founders, CEO, and senior management, sets the tone for the entire organization. Establishing a culture of continuous learning is crucial. Projects should incorporate thorough change management, encompassing image assessments and feedback mechanisms. Recognizing employees as valuable assessors, ongoing upskilling through platforms like LinkedIn Learning fosters adaptability. At Intrepid, a 35-year-old company renowned for innovation, these principles have been pivotal. Embracing a proactive learning mentality ensures staff readiness for technological advancements, creating a dynamic and future-ready workforce.

Real-Time Data's Role in Tour Decision-Making

Real-time data plays a pivotal role in the operational dynamics of tour companies, enabling informed decision-making and strategic adjustments. While data, in general, aids in understanding trends and pricing strategies, the specific emphasis on real-time data brings about dynamic pricing capabilities. Much like airlines adjust fares based on various factors, tour operators can employ real-time data for dynamic pricing, discounting, yield management, and fluid pricing.  Beyond pricing, real-time data serves as an early warning system, highlighting incidents, feedback trends, cancellation rates, and demographic shifts among customers. This enables proactive decision-making, allowing companies to adapt swiftly to emerging challenges and enhance both products and operational practices.

"In the quest for growth, scrutinizing the contribution to revenue becomes paramount, along with assessing any potential shifts in the business model"

Measuring Tech ROI in Tour Business for Growth

Evaluating investments requires a comprehensive analysis spanning revenue growth, customer experience, operational efficiency, employee satisfaction, and future scalability. In the quest for growth, scrutinizing the contribution to revenue becomes paramount, along with assessing any potential shifts in the business model. Delving into the customer realm, the focus shifts to improving experiences and measuring the impact on brand reputation, revenue, and website traffic. Operational considerations extend to cost savings, efficiency gains, and their implications on the bottom line. Employee-centric benefits, such as happiness and retention, are crucial, impacting customer experiences and recruitment. Looking ahead, investments must align with future plans, addressing scalability for ambitious growth targets. Not all investments fit conventional metrics; considerations like security investments, though not directly revenue-generating, mitigate risks and carry their own return on investment. Purpose-driven companies, like Intrepid, emphasize environmental and social impacts, factoring these into the comprehensive assessment of any initiative.

In conclusion, our significant investments in technology platforms aim to secure a competitive edge and position Intrepid as a leading tech and digital travel company by 2030. Emphasizing robust APIs and an end-to-end digital customer experience, these strategic steps are crucial for our future success.