Robyn Nixon - Intrepid, Peter Beveridge - Stella, Shelley Beasley - Travelport, Andrew Burns - AOT Group

Robyn and James Thornton from Intrepid

Peter from Stella

The internet is a tool that if used productively will net travel agents more clients and enhance travel agents' offerings, according to travel technology experts.

Often described as the 'hand that taketh away', the internet is being forgotten for its powers to feed travel agent's revenue, revealed a panel of speakers at yesterday's TRAVELtech Conference.

"The fear of the internet is misplaced," Intrepid Travel General Manager Global Sales and Marketing Robyn Nixon told e-Travel Blackboard.

"The internet has created a huge potential for growth as more and more people are travelling thanks to [the internet's role] in removing some of the fear associated with long haul travel.

"The trick is to adjust your business model."

Intrepid Travel's distribution strategy is to market and provide product "through every channel", Ms Nixon said, adding that theirs was an overarching policy to grow brand awareness and subsequently increase business transactions.

"[Intrepid Travel] views the internet as a tool in our business the same way that brochures are a tool."

Stella Travel Services Chief Information Officer Peter Beveridge agreed with Ms Nixon, telling e-Travel Blackboard, "The internet should not be seen as purely competition, but as a complement to the brand."

Ms Nixon also raised the important need for travel agents to "tap in" to social media, which she believes is "changing the industry more than anything else".

"Once, travel agents were the travel authority whereas now people can check out multiple endorsements...and agents can [use social media] to effectively put a safety net around their customers."

In answer, Mr Beveridge said social media was not just about presence and content, but about building relationships, such that agents have more of a presence in the pre- and post-travel of their clients.

Mr Beveridge praised Travelscene American Express (TSAX) for their active use of social media and online tools in their marketing strategies.