Cadabra eyes UK market

Cadabra eyes UK market

Press release – 4 September 2008 –

The innovative online travel planning system has now been licenced to 18 countries, with five new territory licences – UK, Australia, Malaysia, Scandinavia and Poland – signed in the past two months – adding to the Pacfic Islands countries previously licenced.

The Cadabra licence enables an inbound tour operator to launch a full-service website direct to the consumer, allowing the touring traveller to manage all aspects of their tour – from research, through planning, to booking – all in one place.  The system can also be used by their travel agent – or in collaboration between an agent and the traveller.

Cadabra founder and chief eexecutive Graeme Frost says that unlike existing online travel agent’s the software is itinerary based and gives the end user the tools to plan their (or their clients) tour completely online.

“An important part of the model is having access to the very detailed destination, accommodation, and activity information that inbound tour operators have – so they are an essential part of the equation.”

 Frost says the company’s sales model is to restrict licences to one inbound tour operator based in each country or territory.  No upfront licence fees are charged, with Cadabra revenues coming from a percentage fee on transactions through licencee sites.   “We are building a network across the world” he says.

Frost says the sales cycle for each licence is becoming shorter as more people understand the Cadabra model now that the unique strengths of the system are proven in action.

“The only restriction to our growth is the time it takes to identify and make contact with the most suitable licencee in each country.  Once target licencees have the product demonstrated to them and understand the proposition they generally sign up,” Frost says.

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