Filip Kasum, RateHawk: Agencies need simpler systems and reliable support.
Technology has significantly changed the way travel agencies operate in recent years. Connectivity APIs, NDC, automation and the growing number of distribution platforms open up new opportunities, but at the same time bring new challenges. Agents today have access to a vast amount of content, with varying prices and booking conditions, but navigating such an offering is not always straightforward.
Airlines are developing their own distribution channels, hotel suppliers offer different terms for the same properties, and agencies increasingly have to use multiple systems to find the best deal for their clients. Technology is supposed to make their job easier, but how well does it actually succeed?
In doing so, an important part of day-to-day operations is often overlooked – quality customer support. No matter how advanced the system is, when a booking issue, travel change or overbooking arises, the agent's top priority is knowing there is someone who will help them and take responsibility for resolving the problem.
It is precisely technology, ease of doing business and reliable support that we discussed with Filip Kasum, Head of Business Development for the Balkans at RateHawk. We were interested to see how this distribution platform responds to the challenges agencies face every day, what automation brings them, and what role artificial intelligence will play in the future of tourism distribution.
How important is it today to invest in technology and automation for the competitiveness of travel agencies?
This year we conducted a survey in which we asked travel agents what changes they would like to see in their work, and 30 per cent of them said they want better ways to use technology to optimise their workflow. Even with the technological boom, travel professionals still spend a lot of time on routine tasks. When you add to that how fragmented the industry is, agents are inundated every day with sifting through vast amounts of information.
That's why maintaining competitiveness today largely depends on investing in the right technology. When we asked them which technology they wanted most, half of the agents highlighted automation solutions such as CRMs, mid- and back-office systems, as well as AI-powered personalisation tools. Advanced technology can streamline business processes, reduce the amount of manual labour and increase accuracy, helping agencies to respond to clients more quickly, provide a more personalised service and offer better options.
RateHawk is focused on continuously improving its platform to help travel agents work more efficiently and stay one step ahead in a fast-paced industry.
How can agencies manage numerous API connections, platforms and content sources?
Tourism is indeed a very fragmented industry, and that was something that was constantly on our minds while we were developing RateHawk. We know that agents face a major problem constantly switching between different tabs and systems just to put together a single trip. We believe that everything should be available on a single platform, whether it's a wide selection of hotels, extensive geographical coverage, transfers, or even flights and train tickets, all in one interface. This is our goal: to consolidate as many key services as possible in one place to make the job significantly easier for travel agents.
Does having more suppliers bring real value, or does it just complicate agents' day-to-day work?
From our perspective as a platform, having a large number of suppliers is a significant advantage – we currently work with over 350 of them. Each supplier brings something unique: different inventory, tariffs, prices and special offers. This diversity truly adds value for our users. We know that managing relationships with so many suppliers individually would be too demanding for a travel agent. But with RateHawk, agents get access to this extensive network in one place, without the hassle of using multiple systems or managing numerous contracts. Our platform consolidates this breadth of supply, so agents can easily find the best options for their clients, save time and significantly simplify their work.
However, the future of travel distribution is not just about offering as much inventory as possible. It's about making that inventory accessible, transparent and easy to search. For travel agents, thousands of options are not always an advantage if they cannot quickly identify the most relevant possibilities, compare booking conditions or trust the accuracy of the information provided.
How does RateHawk combine technology, a wide range of offerings and reliable customer support?
We are always focused on improving our technology, and all of this is made possible by our dedicated technical teams. RateHawk is part of the Emerging Travel Group, a travel technology company where hundreds of specialists work on products and development to build everything in-house and ensure that all our systems run seamlessly.
Supporting more than 110,000 partners means we have to grow not only our support team but also our technology. As we grow, scaling our technology is crucial and lies at the very heart of what we do. Technology is in our DNA; we often develop bespoke solutions ourselves because they better meet our needs and those of our partners.
Our advanced platform uses AI-powered tools and intelligent filters, enabling agents to easily search, compare, and book accommodation from hundreds of suppliers and thousands of unique properties. When it comes to support, our dedicated customer support team is available 24/7, ready to assist with any queries or issues, ensuring travel agents are supported every step of the booking process. This integration of technology and reliable service enables our partners to operate efficiently, provide exceptional service, and maintain a competitive edge in the travel industry.
RateHawk has local account managers in every country across the Balkans. Each registered partner is assigned an account manager whose responsibility is to assist the partner with system onboarding, customise contract settings, provide advice and help with financial matters.
How is support for agents organised before, during and after travel? Do you handle communication with suppliers in case of problems? How does RateHawk resolve situations such as booking changes, overbooking, discrepancies in supplier data (hotels, airlines) or complaints?
When it comes to booking, flexibility is key. Our platform supports a range of payment options, including bank transfer, debit or credit card, and payment via a link, making transactions straightforward for both agents and clients.
The period immediately before check-in is often the most critical. We understand how important this stage is, which is why we have an advanced pre-check system to identify and prioritise all potential risks. These bookings receive extra attention, and if anything goes wrong, we are ready to arrange new bookings immediately. Our aim is to proactively resolve issues so that guests enjoy a seamless stay, without ever knowing there was a problem.
In the tourism industry, mistakes can be costly and every minute counts, so we rely on artificial intelligence to further enhance efficiency and reliability. Smart chatbots assist with communication and pre-booking checks, while our in-house AI tools maintain high quality standards and streamline processes.
As one of our partners summed it up: „Agents want three things: speed, choice and reliability.” Our large support team manages communication on behalf of agents, swiftly resolving any issues with minimal agent involvement. Thanks to the combined strength of dedicated people and innovative technology, we are able to expand our service and consistently provide the reliable support that agents need.
What role will artificial intelligence play in the future distribution of tourist services?
We recently published a report entitled “Empowering the Travel Sector: 10 Trends That Will Shape the Industry Over the Next Decade,” in which we explored new patterns that will redefine travel over the next ten years. One thing that is crystal clear is how AI has already taken centre stage in our industry and how its role will be even greater in the future. We know that some agents are concerned; according to our research, 44% fear that AI could replace them. We fully understand those concerns, but we firmly believe that expertise and a human approach aren't going anywhere. The real opportunity lies in learning how to use these tools to enhance your professional skills.
There's also a lot of talk about people bypassing travel agents to book trips directly through tools like ChatGPT. But interestingly, our research shows this isn't actually happening yet, and most people are still hesitant to rely solely on chatbots. In fact, 57% of the travel experts we surveyed actually view artificial intelligence positively and are open to its use at work.
Another trend we're noticing is the diversity of travel. Travellers are increasingly seeking unique, tailored experiences, and this trend will only grow. Technology and artificial intelligence will enable travel agents to provide an even more personalised service and handle complex requests, while strengthening client relationships, so those who embrace these tools will be able to offer more value than ever before.
