The Integrated Commercial Organization

For most leisure travel operators, generating demand and efficiently converting that demand into revenue involves dozens of functions that can be organized in myriad ways. A three-treed framework consisting of Marketing, Revenue Management, and Sales is a common approach. The larger and more complex an organization is, the greater the risk of seams and silos resulting in inefficiencies and missed opportunities. Because each organization is different, best practice is more about synchronization and integration than a prescribed structure. It starts with a seam-transcendent core of solid analytics, shared objectives and strategies, and collaborative, process-driven execution.

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