TXA has changed the way Australian tourism products are marketed

Changes in the digital tourism and destination marketing environment are happening exponentially. The challenge for Governments and destinations is to keep up to date with the latest technology and business models, and ensure that their industry is ecommerce ready with online booking systems and digital marketing activities that fully embrace new approaches. Destinations that fail to adopt a leadership digital strategy face the disaster of online anonymity.

Understanding their critical role in ensuring their industry embraces transformation to the digital environment and particularly digital distribution,  Australian Government Tourism Organisations (GTOs) were leaders through the establishment of the Australian Tourism Data Warehouse (ATDW).

The breakthrough in digital marketing for Australia tourism came in 2008 with V3 and the Australian Tourism Data Warehouse (ATDW) partnering in launching Tourism Exchange Australia (TXA), delivering Australia’s first truly open tourism exchange.

By linking tourism providers with distributors in an industry-wide initiative, covering all sizes and types of accommodation, tours, attractions, and events, TXA has helped in enabling the Australian industry for ecommerce and digital distribution.

Enhancing the Australian industry’s online presence, giving consumers more real booking options and allowing the industry to maximise online conversion of consumer enquiries.

For local, state, national and international distributors, TXA provides the ‘holy grail’ of access to Australian tourism Suppliers through a single common technology, which is open, inclusive and flexible enough to accommodate all distribution and booking models.

Tourism Exchange Australia

V3’s Exchange model has forever changed the way tourism is marketed.

Tourism Exchange Australia is the national booking exchange delivers the Australian tourism industry a competitive marketing advantage by making Supplier’s products both visible and bookable on a multitude of Distributors, facilitating a more cost-effective pathway to market the industry.

TXA is an open, inclusive booking exchange, incorporating inventory and pricing from multiple TXA Connected Booking Systems

V3’s Open Booking Exchange (OBX) technology

V3’s OBXTM technology is the powerful engine behind TXA. The key difference with, and advantage of using, the Exchange is that it is an ‘open’ and ‘model neutral’ industry-wide platform that is ‘booking system agnostic’.

Open to all systems and distributors that want to connect and neutral to whatever commercial model the connecting systems or Distributors may employ.