| Formed in November 2000 by leading figures in the US travel industry,
TOWARD's (Tour Operators and Wholesalers Achieving Real-Time Distribution)
mission is to create global distribution standards for the international
leisure travel industry by bringing together key players in the world of
travel and technology. The association's membership includes some of the
industry's major hotel groups, including Carlson Hospitality, Cendant Corporation,
Six Continents and Hyatt, together with other blue-chip travel players
including Hertz, GOGO Worldwide Vacations, Amadeus, Avis Rent A Car, Far
& Wide Travel and Apple Vacations.
According to TOWARD, the opening of a European office will enable it
to promote the adoption of technology standards across the worldwide industry
by working alongside leading advocates of universal specifications in Europe
such as the UK's Travel Technology Initiative (TTI), which recently launched
its own XML standard for web-based agency package holiday bookings.
Heading the new office is TOWARD's European membership director Andy
Cook, formerly managing director (Americas) of MIC, a pioneer of the leisure
accommodation industry's first global distribution system. Said Cook: "Travel
is a global industry, it needs a global distribution approach.
Although we welcome the international industry's growing acceptance
of technology standards, there is a danger individual regions will simply
develop their own solutions and that no international standards will emerge.
By expanding into Europe we will be better placed to cooperate with the
European sector and influence its move to standardisation resulting in
a truly global approach."
To encourage debate and cross-fertilisation of ideas, TOWARD organises
two conferences a year at which high-profile speakers address key issues
facing the migration to global standards. Members of the association gain
free entry to these events, both of which are currently held in the USA.
TOWARD this week also announced that its Spring conference 2002 'Connecting
to the customer' will be held in Las Vegas |
Mission
TOWARD is a working organization comprised of tour operators
/ wholesalers / package vacation providers, suppliers, distribution and
technology partners whose mission is to enable the tour industry to conduct
more efficient and cost-effective business via electronic distribution
channels. This will be done by:
-
Optimizing the use of current technology
-
Influencing development of current and emerging electronic
distribution channels
-
Educating members and the industry
-
Providing an opportunity for open exchange among members
This type of industry association has served other segments
well. As we are on the cusp of major technology hurdles, it appears to
be the opportune time to make our collective wishes known and to take a
non-partisan approach that will ultimately result in economy and efficiency
for tour operators, agents, consumers and every other entity in the distribution
process.
Objectives
This organization is focused on improving and advancing
distribution technology in the tour industry. Specifically, this entails:
-
Influencing the direction of standards and a common platform
where possible
-
Reducing operational costs while maintaining quality (positive
customer experience)
-
Improving communication between each link in the supply
chain
-
Synchronizing real-time inventory and availability between
wholesalers and their suppliers
-
Growing the share of electronic distribution for the tour
industry
-
Providing added value to the customer through increased flexibility,
more product options, and faster response time
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