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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