Serko Tries To Go Where No Corporate Online Booking Tool Has Gone Before

No independent, non-U.S. corporate booking tool provider has ever really succeeded in this market. Serko is trying to be the first.

The New Zealand-based software provider, which also offers expense management, is spending significantly to grow its presence in Canada and the United Kingdom as well. The company expects travel management company reseller partnerships in these markets to begin paying off during the next year.

What it's taking to get there is no small feat. "Any market to any market is hard," said Serko senior vice president for North America Tony . . .

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Jay Campbell

Author: Jay Campbell

Jay Campbell in 2004 created travel business newsletter The Beat, in 2006 co-founded Travel Procurement magazine and in 2010 integrated them with Business Travel News. He served as editorial director until 2013. Jay made his travel industry media debut in 1993 at the Air Travel Journal of Boston while earning his undergraduate degree in journalism at Boston University.

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Tony O'Connor
Advisor

If an online booking tool could develop a function to demonstrably prevent hidden mid-office fare mark-ups, it could conquer the planet.