Travel Industry Partners Integrate CX and Bookings

AI-driven platform SugarCRM has partnered with tour reservation system provider ResPax, to offer what the firms say is the first fully integrated CRM and tour booking platform for the travel and tourism industry.

Customer experience specialist SugarCRM is headquartered in Silicon Valley and backed by investor Accel-KKR. Two years ago the firm acquired AI platform Node, which uses customer relationship management (CRM) data and external sources to predict business use cases.

ResPax is a trading name of Trinity Software Australia, a private company based in Cairns, Australia. The firm offers enterprise-grade reservation software for operators in Asia Pacific, Europe and the US, providing clients with a single workflow to manage all their operations with online bookings, channel manager and reservations.

The partners say the new deal will give tour operators a holistic view of customers, 'tight' data integration and collaboration, and enhanced customer insights fuelled by AI, helping them to understand visitor needs and preferences, and stay on top of shifting consumer habits and preferences.

SugarCRM CEO Craig Charlton (pictured) comments: 'The customer experience is at the beating heart of the travel and tourism industry. Together, ResPax and SugarCRM are making the hard things easier for tour operators and their guests by streamlining processes and engagement to help the tourism industry rebuild and embrace a period of new growth'. Tony Bridgewater, ResPax CEO, says tour operators 'can now revolutionize the guest experience and build even stronger and more profitable relationships, using rich customer insights to create unique experiences that resonate with clients'.

Web sites: www.sugarcrm.com and www.respax.com .