There are different ways to advance the performance of a company, and it is always necessary as maintaining status quo is the same as regress. In today’s highly competitive business environment it is crucial to keep a hand on the pulse of the time and be aware of the latest trends in the overall global business processes and in the particular industry especially. Thus, benchmarking is one of the effective methods to understand in what sphere changes can be introduced and what the hidden opportunities are. In fact, benchmarking means that a company in the same field is chosen to serve as an example of effective performance; the processes of the company under consideration are compared with another one to see the reasons of failures of the first one and the reasons of success for the second.
As for tourism industry, it is now developing rapidly too. Globalization processes impact the leisure activities to a great extent, and at the same time it is necessary to be inventive and far-sighted to stay competitive. One of the prosperous tourist companies to take an example from is Austravel, an Australian tourist agent with global reputation. Recently, it has provided new opportunities for booking tickets, ordering tours and other operation via Internet. In fact, the so-called E-tourism is really progressive now, and it goes without saying that it is not enough to have a poor Web-page and make it live its own life. As Austravel’s example demonstrates, it takes a lot of efforts to take the advantage of electronic tourism and to use it effectively. In particular, this company has introduced the technology of Destination Management System into its business, and first of all this system assists in working with clients.
Clearly, information technologies now penetrate into all the spheres of human life, let it be business or leisure, education or communication. Technological advance has no pause, and at the moment Web resources are applied not only as supplementary tools in tourist commerce, but special systems are developed for advertisement, promotion, and organizing tours and destinations. Destination Management System has proved its effectiveness in e-commerce, especially for small and medium-sized tourism enterprises. It is beneficial for a number of reasons: it takes once to create a Web-site with a matrix in which data can be easily added or modified; it is easy for a potential customer to find information without coming in touch with an operator at any time of the day from any place with an access to the Internet; further, buying online is quick and does not take much effort; finally, it reduces the costs of organizing the process of selling tours.
Another benchmark within working with clients is relationship marketing. This technology is, for instance, applied by the Charity Foundation Counterpart Creative Center, a non-governmental organization with offices throughout the world and headquarters in the United States. As clients are becoming more and more demanding, special knowledge and training is needed to foresee and understand the needs and expectations of the audience, and relationship marketing, closely connected with direct marketing is one of the perspective strategies, according to the experience of the Counterpart Creative Center. It is stressed that relationship marketing values long-term relationships with clients and thus aims at something more essential than intrusive advertising and other promotional messages. The potential audience is firstly carefully examined, and the database is collected. After a deal post purchase-exchange relations are maintained and intensified too.