Elliott Pritchard, pictured at the Travolution Summit 2014
From leading UK travel agent Travel Republic to hospitality technology start-up Triptease, experienced travel marketing executive Elliott Pritchard has left the world of travel intermediaries behind.
The former chief marketing officer at the dnata-owned southwest London agency, has taken up the same role at Triptease that develops technology to help hotels drive direct sales.
Pritchard, whose previous work in travel was for P&O Cruises and Kuoni, will be helping the London-based start-up further establish its Price Check widget.
The firm says it already has 8,000 hotels as customers and is clearly causing a storm, with most having been on the receiving end of a legal threat by OTA giant Booking.com.
Price Check claims to show customers that the price they see on the hotel website is no higher than on other leading retailers to give them peace of mind to book direct.
Pritchard said “There is huge potential for hoteliers to maximise their profitability through direct sales with the use of smart ecommerce tools.
“A great example is Triptease’s award-winning Price Check widget, which shows live prices from OTAs on a hotel website.
“It increases transparency and reassures consumers that they’re getting a great deal. It’s clear that from the attention it’s had from a certain OTA recently that it’s a powerful tool which is changing the hotel distribution landscape”.
Pritchard joins a senior team including Triptease founder and self-styled ‘Chief Tease’ Charlie Osmond, former Young Entrepreneur of the Year and member of The British Airways Business Advisory Board. He has relocated to New York as the firm grows.
His brother James Osmond joined the business in September as general manager EMEA. he was previously the co-founder and chief executive at global marketing consultancy CLEAR, which sold to M&C Saatchi for $35 million.
The team also includes general manager Americas Alexandra Zubko, formerly global head of strategy at InterContinental Hotel Group.
Charlie Osmond said “Elliott brings a wealth of travel marketing experience. I was really impressed by his experience in growing a team and his knowledge of driving online acquisition and conversion for an OTA will be a huge boost in the work we’re doing for hotels”.