Online Travel Agency Saves Time, Money with SOA

Vantage Deluxe World Travel has deployed a business-savvy SOA project that makes it easier and less expensive for customers to book vacations. The SOA solution from IBM also cuts costs and saves many man-hours for Vantage IT.

Tags: Online, Vantage, Customer, SOA, Online Reservation System, Booking, Travel,


Vantage Deluxe World Travel has deployed a business-savvy SOA project that makes it easier and less expensive for customers to book vacations. The SOA solution from IBM also cuts costs and saves many man-hours for Vantage IT.

A key aspect of Vantage Travel's SOA strategy is IBM's WebSphere Commerce Server, which allows Vantage's online site to more seamlessly integrate with online and offline data sources, even with partners. Ironically, customers found it simpler to book their travel by calling Vantage Travel's call center, because prior to the SOA project the Vantage online reservation system lacked this connectivity, making the process long and tedious. IBM's WebSphere SOA approach now integrates Vantage Travel's online reservation system in close to real-time with the agency's existing IT systems, databases and third party systems to manage information about the tours.

"Our market changes every single day," says Peter Groustra, director of information technology for Vantage Travel, in a statement. "We knew we could vastly improve the customer experience by deploying an online booking application to enhance our existing Web site. IBM came in and really pulled the project together in an amazingly short period of time - five months, compressing a development cycle that was slated to take 12 months."

Since IBM started running its Web site on online booking system Vantage Travel has enjoyed many key benefits:
  • Customer bookings from the online reservation system can typically less than three (3) minute;
  • Order-taking time is now 80% quicker than prior levels;
  • Vantage has added new special features to its online reservation site to improve navigations and direct more bookings;
  • Sales and customer satisfaction have both increased


  • A month after deploying IBM SOA WebSphere Commerce for their booking system, Vantage surveyed customers, and found 87 % of respondents rated their online experience as 'very good to excellent.' Driven by this early success, Vantage executives said they expect to conduct 20 percent of its business online, which will take a burden off its call center, reduce wait times and improve the customer experience.
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