TOR Systems, a ticketing and booking specialist, has outlined how its systems have enabled operators on the road to recovery as the UK looks to transfer its islands from “pandemic to ongoing endemic” COVID-19 status.
The Maxim portal, supplied by the firm which recently celebrated 40 years of business, provides in-depth functionality allowing users to book and manage group bookings by traditional routes such as booking forms, telephone and email enquiries, whilst also allowing group leaders to independently book online.
Users can view and modify key visit components such as arrival times, workshops, lunchtimes, resources, as well as any bespoke information that may be required such as dietary requirements.
Maxim provides teachers and group leaders with the flexibility to book at a suitable time, alleviating the wait for booking confirmations, whilst also freeing up back-office resources at attractions.
Adapting to the times
With most attractions having operated restricted visitor numbers and organisations staying coy as to booking too early, it has created a challenging two years for the visitor attraction sector. Many operators have discovered vast challenges in retaining and reintroducing group bookings to procedures, but have found TOR’s Maxim system a useful supportive tool in the process.
Brighton’s British Airways i360 Viewing Tower (BA i360) faced a sharp drop in group bookings during the pandemic, an unusual sight for the landmark attraction which provides wide-ranging views across Brighton beach and beyond.
Head of marketing and trade sales Anna Prior says “Pre-covid we were starting to see a lot of international tourists visit BA i360 – groups and overseas tourists were a significant sector of our market – and obviously international tourists have yet to return.
“Our team has adapted swiftly and effectively to the challenges. Naturally, we have implemented many new measures to keep visitors and staff safe, but also ensured that our team doesn’t lose sight of the fact visitors are here to have a great experience, not to dwell on COVID-19.”
Keeping guests in the loop
Staffordshire’s National Memorial Arboretum, also a client of TOR Systems, endured a tough visiting period following cancellations from coach tour operators and other groups as a direct result of the pandemic and similar restrictions imposed on outdoor locations in the UK.
The Maxim system enables group sales and booking coordinator, Faye Brant-Key to adapt information such as pre-visit emails which the Arboretum sends to group visitors with ease. It can highlight any changes in regulations and explain any changes to the guest experience which may occur as a result.
The system has been designed with ease of use in mind to enable team members to use the application where required.
Brant-Key explains: “It is great to see that so many groups are now keen to return to the Arboretum and explore everything our site has to offer.
“Whilst the pandemic continues to present challenges, the Maxim system has meant we could easily keep on top of both new enquiries and bookings that remain on hold from 2020/21. Maxim greatly helps our team by ensuring we are able to deliver important visitor information directly to bookers.”
“Better service”
Parliament Education is another organisation that utilises Maxim, providing free visits for schools, colleges and community groups.
TOR Systems’ Sarah Bagg comments “Parliament Education has been using Maxim’s back-office functionality to manage their group educational bookings for a few years now. This year they will also have the added benefit of going live with Maxim’s online group portal, with the aim to reduce the back-office resource dramatically.
“Allowing the group booker or teacher to book online when they have time, with the aim to significantly reducing call wait times on the Parliament booking office, provides a better service and more flexibility for schools.”
Last year, TOR Systems explained how it enables clients to provide gift experiences to offer its customers bespoke products for “difficult to buy for” consumers.
