July 17, 2024

Advantage and WIN partner with AI specialist

Advantage Travel Partnership and WIN Global Travel Network have partnered with AI technology provider Grapevine.

The agreement gives Advantage and WIN members access to new technology designed to assist clients in the post-pandemic recovery and also help TMCs boost their revenues through hotel bookings and in-destination spend.

Grapevine’s AI engine, Marvin, analyses TMC data to know who the traveller is and when they are travelling in order to offer personalised product booking suggestions.

“With TMCs often leaking more than 70% of hotel bookings and capturing little to no in-destination spend, the product delivers a consumer-grade, total-trip user experience for travellers, enhanced duty of care for TMC customers and increased revenues for TMCs,” said a statement from Advantage and WIN.

Grapevine CEO, Jack Dow, said: “Pre-pandemic, downward pressures on airfare commissions meant that TMCs were already looking for ways to increase their share of ancillary bookings and drive profit margins. Post-pandemic, this requirement has become a necessity. 

“We’re delighted to partner with Advantage and WIN to help their membership deliver value to their clients by supporting in-policy bookings and increase revenues per trip.”

According to Advantage, Grapevine has been working closely with technology suppliers in the sector to access the data they require in order to help minimise integration times.

Advantage Travel Partnership Head of Business Travel Services and Events, Sonia Michaels, said: “We’re delighted that Advantage Travel Partnership’s 200-plus TMC members and the international WIN Global Travel Network, of which Advantage is the majority shareholder, can now access Grapevine’s technology.

“Increasing accommodation and other ancillary attachment rates and capturing in-destination spend will be core to TMC recovery post-pandemic. Duty of care is also higher than ever on corporate customers’ agendas and having a single channel for all these bookings is critical to delivering value to TMC clients.”

Grapevine launched its accommodation recommendations product with Advantage member Gray Dawes in February and the TMC will soon be rolling out other core ancillaries such as airport parking, car hire, meeting rooms, transfers and airport lounge access.

The next step will be to introduce in-destination ‘bleisure’-focused recommendations, such as restaurants, ground transportation, live entertainment, attractions or guided tours.

Gray Dawes CEO, Suzanne Horner, said: “Post-pandemic, TMCs will need to adopt a proactive retailing strategy to survive. Grapevine offers a unique turnkey solution at a very attractive ROI to help them achieve this. We’re really excited about collaborating on the project.”