For years Virtuoso, the international network of luxury travel agencies, developed most of its technology internally, from the debut of one of the first travel agency group Intranets to the new Composer inter-group communications tools in use today. Virtuoso even created a separate technology firm, called 23 Touchpoints, in order to provide technology support for its members and outside companies, though that company no longer exists.
But all that is about to change. Virtuoso has unveiled a new program, Virtuoso Incubator, designed to develop new technology tools through outside vendors and companies. The idea is to allow outside companies to develop applications that can best serve the needs of Virtuoso travel advisors.
"We're looking less and less to start things from scratch or spend a lot of money on technology development," said David Kolner, senior vice president-consumer. "What we are saying is…we are going to partner with companies that are the best in breed."
Start-up technology companies must apply for the program and be approved by Virtuoso's Technology Committee, which is made up of 17 travel advisors. These advisors test the proposed technology solutions submitted and provide feedback, allowing the outside companies to better tailor their products to the needs of Virtuoso advisors. The committee has already evaluated over 20 vendors in the space. Companies wishing to be considered can find details by clicking on Virtuoso Incubator.
At the same time, Kolner says Virtuoso will not fund any of the companies it accepts into the Incubator program. Instead, once companies graduate from the Virtuoso Incubator, they will be considered for preferred supplier status within the Virtuoso network. As preferred suppliers, they will offer discounted pricing and enhanced service to Virtuoso members, as well as a bespoke version of their product that can be integrated with Virtuoso content.
Virtuoso currently has four companies working through its new Incubator process. Three of them are itinerary management companies, including the Axus travel app (developed by former Virtuoso member Julia Douglas of Jetset Travel), Quest by en Route Travel (also a Virtuoso member agency) and TripScope, developed by Katelyn O'Shaughnessy, founder and CEO.
In the process of trying to find the perfect itinerary tool, we found a lot that were great, but weren't quite done," said Kolner. "But we wanted our Virtuoso members to have access to those tools."
The fourth company seeking to enter the program is Yonderbound, an online hotel booking product focused on luxury and adventure properties, which came to Virtuoso seeking a full-service solution for its customers. Virtuoso anticipates it will have up to 10 start-up companies in the Incubator process in 2015, most of which it expects will seek preferred partner status.
"When we discovered that more than $3 billion was invested in travel technology in 2014, it prompted us to wonder if we could possibly influence this investment to solve critical problems for our members and their advisors," said Kolner. "Creating the Virtuoso Incubator allows us to help develop and introduce myriad technology options for our members, with the understanding that not one single solution is going to serve the needs of [our] 355 travel agencies across the globe."
Virtuoso already has one technology company that has made the transition to a preferred partner. Umapped, an itinerary management tool that has been vetted and tested by Virtuoso's advisors over the past 18 months, now offers preferential pricing (including a complimentary trial period) to Virtuoso's advisors.
Umapped also integrates Virtuoso-specific content, such as negotiated hotel amenities and exclusive cruise products like Voyager Club sailings. One of the product's features is its collaborative nature, which Kolner says reflects Virtuoso's planning style by allowing advisors to bring together all trip components, including on-site and tour operator offerings.
There is something else that all companies in the incubator process have in common. "As it turns out, the companies that have come through the Incubator program are all fronted by women," Kolner said. "We are proud to support strong, business-savvy women, in addition to collaborating with them to create tools that increase productivity for our advisors and enhance the planning process for travelers."
One product that isn't part of the Virtuoso Incubator process yet is a proposed booking tool for Virtuoso.com. Virtuoso CEO Matthew Upchurch said in January during a press briefing that his group was working to develop a booking tool, possibly as early as 2015. But Kolner says no decision has been reached on such a booking tool, at least not yet.
Also missing from the roster of companies in the Virtuoso Incubator process is UTrip.com, a company developed by Gilad Berenstein that provides local itineraries for destinations. Upchurch showcased Berenstein and his product at last year's Virtuoso Symposium in Berlin. Kolner would not rule out UTrip becoming part of the Incubator program in the future.
Virtuoso also won't turn to start-up companies for some tasks, such as its new lead generation program, which it launched a year and a half ago. Indeed, Kolner named five new partners to that program, including Tourism Vancouver, Auckland, France, Mexico and South Africa. Already in the program are TravelSmith, New Zealand Tourism, National Geographic, Switzerland, Hawaii, Saveur, Peru, Germany, Cunard, Fiji, Austria and Spain. In addition Merrill Lynch, which unveiled a new program that will recommend Virtuoso travel advisors to its retirement customers, also is part of the lead generation program.
Virtuoso also unveiled an updated version of the Virtuoso Agency Catalog, which is now live worldwide on Virtuoso.com. The catalog includes a list of Virtuoso advisors, with photos, videos and bio, as well as an agency link to each Advisor profile. For more information, click on Virtuoso Agency Catalog.
In other news, Virtuoso has developed new preferred supplier category called Virtuoso Lifestyle, which will encompass auto companies, luxury retailers, entertainment and restaurant vendors, wine and spirits makers, affinity groups and instructional learning companies. Initial preferred partners in this new category include such shopping powerhouses as Chic Outlet Shopping, El Corte Ingles and Galleries Lafayette.
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