While some are predicting the demise of the middlemen, there are those who believe that innovation and adaptation will create a stronger strain of travel agents and consultants in the battle for survival as technology increasingly changes the way customers book and plan their travel.

Take for example the launch of an alternative low cost distribution platform called LUTE which showed off its Version 2.0 at the Travel Technology Pavilion at ITB Berlin.

The system enables travel agencies, wholesalers and portals to book tickets of all airlines out of different sources in a common environment. Via the LUTE platform, tour operators, consolidators and travel agencies can issue full BSP tickets (in partnership with FareLogix) as well as have access to full airline content and functionality including the ability to provide access to ancillary services like premium seats and baggage fees.

The company intends to make Asia a major focus of its activities. It has direct connections with Singapore Airlines currently.

Mr Timothy O'Neil Dunne, LUTE's Chief Technology Officer, said that LUTE was founded on the principle that "the value of the agency channels has been undermined by the lack of functionality and services from the legacy GDSs".

"We believe that the traditional sources of product have neglected the evolving functionality needs of the agency market. By providing access to Full Source airline services, we want to help the agency community compete with the services offered on the airlines websites. We see this as a way to level the playing field and give the agent the same capabilities as other channels."

He said LUTE intended to make Asia a major focus of its activities. "Already Singapore Airlines is in the system. We believe that the demand for Full Source airline services will increase as the airlines increasingly differentiate their products. In Asia the enormous growth of low cost carriers has been a game changer.

"These airlines find it harder to participate in the homogenised legacy GDS environment. The importance of networks - either private or public - is also growing with the emergence of non-traditional sales channels. LUTE is ideally suited to meeting the needs of the traditional distribution channels as well as helping these networks with access."

TravelTainment boosts travel agents' capabilities

Then there's TravelTainment from leading travel technology provider, Amadeus, a surface application for travel agents, that pundits say could change the retail travel experience. (Watch video on http://www.youtube.com/watch?v=V8dl8tvTfjs) The product was also demonstrated at ITB Berlin.

Thereotically, a travel agency could install one of these surface computers and allow customers to come in and browse, then plan, their travel with this highly sophisticated touch screen technology.

According to Amadeus' spokesperson in Asia Pacific, Mr Karun Budhraja, the solution has been piloted in a number of travel agencies "in order to get direct feedback on its functionality, and we are now in the process of fine-tuning some elements".

He said that Amadeus aims to launch the solution in selected markets later this year, initially targeting Germany, UK and France. As for Asia, he said, "At this stage we are assessing customer interest in the solution to identify the ideal markets and timelines for roll out. We have already received strong interest from some customers in Australia and are in discussions with them at present."

The costs could be prohibitive though. One price tag being bandied about is 11,000 Euros but Mr Budhraja said costs have not yet been confirmed. "The value in this type of solution is in the differentiation it will provide to a travel agency who adopts it.

"TravelTainment will help the travel agent to offer a higher level of service and a more enjoyable shopping experience for their customers, which will attract new clients and help to secure customer loyalty in the highly-competitive travel agency industry."

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