Advantage Travel Centres is battling apathy when it comes to the take up of its Travel Gateway selling system for members.
Six months into the technology being made available to members and 200 have signed up with about 50 active users.
The technology, developed by Multicom, was unveiled at World Travel Market last year and opened up to Advantage members in the middle of this year.
Leisure director Julia Lo Bue-Said told the Travel Technology Initiative conference yesterday that apathy was a real challenge for Advantage when it comes to the take up of new technology.
She described apathy as the biggest issue followed by confidence from agents in using the technology.
Other barriers to agents adopting the new system have been legacy systems and the need to integrate content from specialist tour operators.
"50% of our bookings are transacted on technology but that still leaves a huge amount. There are also a lot of legacy systems and the thought of changing them is just too big. Viewdata does have a place in the market and still a lot of bookings come over it.
"It's really critical that we understand our members' needs or they won't use the technology"
Lo Bue-Said said the intention was not to pull members away from using their existing technology or to roll the technology out across its 800.
Going forward Advantage will continue to consult with members to instill confidence in the system as well as ensure it provides the right content.