Travelocity.comToutsNewTechFeaturesFiveyearsago,travelshoppingandbuyingInternetsite,Travelocity.comInc.(NASDAQ:TVLY)openeditsvirtualdoorsusingasimpleHTMLloadedbrowser.Now,80wirelesspartnerslater--andswallowingofflineairlinecompetitorNorthwest'sdecisiontooffercommissionfreeonlinetickets--thecompanyistoutingnewtechnologyfeatures.TheassortmentofchangesithasinstoreforusersincluderampedupinformationgatheringservicespipedinfromGenisys,aProsoftsystemsoftwareuser.Whatperksdoesthecompany'snewsystemarchitectureofferconsumersfamiliarwithbiggerofflineairportvenuesandwell-versedinotheronlinecompetitors,likeLowestFare.comandExpedia?Forone,it'sboostingavirtualtravelagent,which,amongotherofferings,displaysapassenger'sitinerarywithseparateflightsegmentstochoosefrom.Thevirtualagentbooksflightsandmakeshotelarrangements,whileatthesametimequeuingupgroundtransportationandreferencingauser'scalendarofchoices.AspokespersonfortheTexas-basedcompanysaidtherevved-upscriptthecompanyisusingcombinessegmentsofinformationcuedupbytheuser,automaticallyreadsflightchoices,andperformshotellookupsforadestination."We'vetakenalookatcustomerfrustrationsandfoundthatuser'sdemandspeedandchoices,"saidthespokesperson.Whilespeedandchoicearecertainlyimportantqualifierswhenmakingonlinetravelchoices,passengerswhosurfwithoutbrandloyaltyareoblivioustowhethertheticketstheybuyarefromExpediaordirectlyfromanairline.Simplyput,theywantthebestmarketpricetheycanfind.Withthatinmind,thecompanyisattemptingtoincreasecustomersatisfactionbyofferingroundtheclockcustomerserviceandashopwithafriendservicethatallowspeopletotypeinapasswordandbrowsevacationspotstogether.Otherchangesincludeofferingatravelclubthatincludesperksanddiscountsandanoptionfinder,whichadvisesmembersaboutalternatedatesandcitieswherelowerfaresmaybeavailable.Thecompanyhasalsorolled-outaTravelocity.comMastercard.Theintroductionofacreditcardisonemorestepinthecompany'smarketingefforttokeepcustomerscomingback.Partofthecard'sappealisareward'sfeaturewhichconvertsspentdollarstousablepoints.Thecompany'sspokespersonsaidauserwouldearnonepointperdollarandafter8,000points--nosmallfeatforatargetaudiencethatgetsahighfromfindingbargains--a$100.00voucher.Inastatement,Goldman,Sachs&Co.saidTravelocity.com'sdecisiontorampoutit'sserviceswouldimproveitsstandinginthetravelmarketplace,butmaintaineditsMOratingduetothe"overhangofthependinglaunchofOrbitzandpressureoncommissions,whichisbeginningtoabate,anduncertaineconomicconditions.Webelievethewinnersinthisfragmentedmarketwillbethosethatcanmovesalesonlinebyprovidingconsumersacompletetravelsolution,definedasofferingconvenience(viatechnology,merchandising,search),selection(accesstosupply),andinformation(content,pictures,maps),atafairvalue.WebelievetheserviceenhancementsannouncedbyTVLYaidthecompanyinitsevolutiontowardbecomingacompletetraveldestination."Inthefuture,Travelocity.comsaiditintendstobuildoutitssitedesignwithbetternavigation,featuresandacontinuede-mailmarketingcampaign.AirlineWebsitesaredrawingnewvisitorsfasterthanonlinetravelagencies,narrowingtheleadtheagenciescurrentlyenjoyinthelargeandgrowinge-commercesegment,accordingtomarketresearchfirmJupiterMediaMetrix.JupitersaiduniquevisitorstoairlineWebsitesinFebruaryrose26percent,to10.4million,whilevisitorstoonlineagenciesrose7percent,to15.4million,versusthesamemonthayearearlier.AirlineWebSitesPos...
