The use of information technologies in the activity of a travel agency: opportunities to improve the efficiency of working with customers

This article substantiates the need to improve the efficiency of working with clients for travel agencies in the face of increasing competition in the tourism market and increasing customer demands for services. The analysis of the characteristics that determine the total customer satisfaction with travel agency activities is carried out. The role of information technology in the process of increasing customer satisfaction is evaluated. The possibilities and advantages of implementing a CRM-system and using virtual tours in the work of a travel agency are considered.