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B2B of Travelocity

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There has been a significant growth for B2B applications of E-Commerce. Business to business (B2B) process occurs when a transaction occurs between a manufacturing company and a supplier or corporate seller or between a supplier and a retailer. Thus, a company can sell goods and services to corporate buyers or buy goods and services from many corporate sellers or suppliers. There are 13 dominant market structures operating in the B2B electronic market domain. However, the most popular include auction sites, catalogue aggregators and exchanges. This market mechanisms have potential to enable organizations overcome the limitations of traditional markets by promoting competitive market behavior among participants and facilitate newer collaborative mechanisms.

Travelocity Company, also called Sabre Holdings, has been in operation for more than 50 years and has greatly transformed the airline industry through technological advancement. Travelocity Company has been making great steps in technology in the recent past. It invented electronic commerce for the travel industry in the 2010’s being the worlds’ first B2B travel app Marketplace. In August 19, 2009 Travelocity business integrated with ExpenseWatch.com, providing an expense watch management technology. This enhanced automation and efficiency across the entire travel cycle. This integration also helped in the creative use of dynamic messaging and meets suppliers’ preferences at the point of sale. In May 2010, Travelocity offered Unused Ticket Tracking and Enhanced Online Exchanges tools to meet customers’ needs and at the same time achieve incremental savings and efficiency. In the same year in March, Travelocity Company agreed to work with Certify, a company that provides online expense management services to small and medium sized businesses, offering a solution for its small business clients.

Another significant step in technological advancement happened in August 2011, through the establishment of IntelliTask, a unique cost saving solution, used in automatic streamlining of the offline agent process. This helped to improve customer service by identifying, delivering and prioritizing track bookings, which need additional service to offline awaiting agents. In addition, in the same month, Travelocity launched TBiz Smart Access to provide a user-friendly interface that gives a direct connection to information, regarding the travel booking, expense tools and meeting registration. This was followed by the launch of TBiz Chat the following year. TBiz Chat offers travelers the ability to chat online with a certified agent via one-to-one web chat instead of calling. Also, in 2012 there was the launch of Air Market Tips, a technology used to indicate to travelers and corporate agents the most preferred routes. This helps travelers to select the best airfare and route when booking. Recently in April 17th, Travelocity business enhanced TBiz Chat by going mobile to allow business travelers chat online with TBiz agents, before and during their trip. The TripCase mobile app launched on both Concur and GetThere booking tools last year in May has received positive feedback from customers according to a recent customer satisfaction survey.

Travelocity is one of the companies that benefits from internet marketing since the introduction of B2B in 2010. There has been increased awareness of the businesses products and services, because marketers can pick up details about their competition, voice their opinions about various products and services and give marketers ideas on important information. There has also been better interaction with businesses through websites, social networks or emails, increasing authority of marketers on the products quality.

With B2B, the company is using the internet to provide market websites where business can contact the seller or buyer when having concerns about various product or market issues. Thus, businesses are getting better services from their fellow businesses who are their customers. Travelocity is also enjoying refined messaging by using marketing method dabbed ‘right-time marketing’ where they time email marketing messages. This helps marketers to experience 600% rise in performance compared to lax messaging methods such as email blast and cold calling.

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