It’s high time for tour and activities suppliers to become more connected with buyers and in turn, travellers, according to Livn founder and chief commercial officer Steve Martinez.
Speaking at the Travel DAZE conference in Sydney on Monday, Martinez said the travel industry still has a way to go in creating a more seamless experience for booking travel.
To simplify the process, Martinez founded Livn, a network infrastructure provider that connects buyers with sellers of tours and activities.
Though Livn is not an online travel agent (OTA), it is purely business-to-business and gives live access to tour operators inventory.
The idea is to create new channels and makes existing ones work more efficiently.
For Martinez, the idea for Livn was borne out of the increasing popularity of tour-style travelling.
“Touring has 10 per cent of the total market share of travel, that’s bigger then rail, cruise, and car,” Martinez said.
“Not surprisingly, the movers and shakers are moving into this realm and OTAs are taking notice. Hundreds, millions are pouring into the segment.”
“The tour and activities space is alive, and it’s happening.”
“We need the industry to reach its full potential and that means overcoming barriers.”
Cue Livn, which already boasts connections with 700,000 tour and activities providers, from segue tours to scuba diving and art courses.
The next step, said Martinez, is getting the booking process as easy as possible for customers.
Once it is, “bookings online are more likely to grow,” he said.
“Customers need to have a better selection, and effortless processes when searching, shopping and booking online.
“In the end, customers will be the winners.
“The losers will be travel agents and suppliers who ignore digital possibilities,” he finished.
