Can Microsoft Dynamics CRM Reverse an Industry's Fortunes? One Re-Seller Thinks So

PEAK 15 Systems Inc. has released a software application for tour operators, outfitters and travel suppliers that includes the customer relationship management tools of Microsoft Dynamics CRM.

Version 4 of PEAK 15 combines trip planning tools and Intuit QuickBooks accounting integration found in the earlier versions of the web-based service with Microsoft Dynamics CRM's customer management and marketing tool, said James O'Leonard, CEO at PEAK 15 Systems in Carlsbad, Calif. He said PEAK 15 also works seamlessly with Microsoft Outlook, Word and Excel.

"We exclusively serve the tour operator and outfitter industry," O'Leonard said. "It's  a very, very labor-intensive business-a service-oriented business. And they have historically had very little in the way of applications to help them manage and automate that process."

Like most sectors of the travel industry, the tour operator industry has fallen victim to the economy. Gross sales are projected to decline 17% this year before rising again in 2010, according to a recent survey by travel research firm PhoCusWright Inc.

However, tour operators have been hit extra hard because they rely predominantly on older travelers including baby boomers and seniors, who represent 77% of the average tour operator's customers, according to the survey. And it's those customers who are pulling back the most in 2009, according to PhoCusWright.

But tour operators can target a younger demographic by making their services available online, their preferred method of buying travel, according to the survey. Until recently, tour operators have been slow to embrace the Internet as an online shopping and selling channel for consumers, so they're losing business to online travel agencies selling packaged deals. according to PhoCusWright. In fact, tour operators sold $741 million in packages online to consumers in 2008, compared to more than $6 billion in packages sold by online travel agents, who have increasingly ...