Case Study

Apple Leisure Group: Workflow magic makes a backlog vanish

Genpact Cora SeQuence never rests at this vacation company

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Who we worked with

Apple Leisure Group (ALG), globally recognized as a top-selling vacation package company.

What the company needed

To turn three separate distribution businesses and systems into one sleek set-up.

How we helped

Introduced Genpact Cora SeQuence to make the three distribution businesses work in harmony

What the company got

Reduced workflow backlog by 80% while saving money and effort on its price-matching initiatives.

Apple Leisure Group (ALG) focuses on packaged travel and resort/brand management. With brands including Apple Vacations, Travel Impressions and CheapCaribbean.com driving distribution, ALG is the top seller in the U.S. of all-inclusive vacation packages, and the number one seller worldwide of leisure travel to Mexico, the Dominican Republic, and Jamaica. ALG’s three distribution businesses, Apple Vacations, Travel Impressions, and CheapCaribbean.com, sell similar vacation packages to travelers. But they operate independently. So each one had its own system and business processes that had evolved over the past several decades. To streamline operations, ALG wanted to move all three companies onto one platform and to standardize and consolidate their processes.

The ​Challenge

Make 80 different processes work seamlessly together for workflow that makes sense

After Metcalf and his team reviewed different business process management software on the market, and looked at various demos to narrow down the choices, they settled on one provider and solution: Genpact Cora SeQuence and its intelligent BPM suite. Before even signing a contract, Genpact created a pilot program with Metcalf to build out and demonstrate to ALG’s senior leadership the value of intelligent workflows.

“We have well over 80 different processes in our distribution business. My team was charged with identifying all the distinct processes and areas we could consolidate to drive efficiencies. We were looking for workflow tools that could help.” Jason Metcalf, vice president of operations and business transformation, ALG

Our Solution

A pilot project that really took flight

The pilot centered on ALG’s product-loading process. The process extracts product and promotional information from hotel and airline emails and loads them onto each brand’s website for customers and travel agents to see. 

Before the pilot, each company’s loading team would route the incoming emails. Since they operated separately, no one was consistently tracking the data across the three brands. They couldn’t see how big the backlog was or what was coming in. Genpact Cora SeQuence changed all that after ALG used it to automate the process. SeQuence pulled the product data out of emails—including attachments and backup information—and carried it all the way through from the loading stage to customer-facing websites. With all brands using a uniform, consistent process, ALG can better track how much gets done every day. 

ALG’s senior leadership really liked the pilot, especially because Genpact helped design and launch it within 30 days. So they moved forward with Genpact Cora SeQuence for the next critical process—price matching.

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The Impact

Price matching perfected—and goodbye backlogs

ALG offers price matching for customers. The company has a team that evaluates a competitor’s product to determine if it’s similar enough to issue a match. Before Cora SeQuence, this process was completely manual. Teams used about 70 different policies to review each case based on tour, product, and competitor.

Cora SeQuence put a stop to that, too. Its price matching workflow allows users to enter the tour, product, and competitor type to automatically pinpoint the right policy. “We can go back to a supplier—say, a hotel—and show that a competitor had a lower price,” Metcalf explains. “It gives us the data [we need] to make sure we have price parity and allows us to recover money from that price match. That’s a very important part of our business.”

ALG is also using Cora SeQuence to build a customer care ticketing tool so its customer care teams can better manage incidents and outstanding tickets for improved service. “My favorite part of SeQuence,” adds Metcalf, “is its flexibility. It can add different workflows in a short period of time. We can now adapt our workflows to meet the different needs of our business.”

The product loading workflow helped reduce ALG’s backlog of tasks by 80%. Users now have a daily record of the items they need to take from their inbox and put online. By reducing the backlog and tracking average
turnaround time, ALG brands have increased their speed to market by up to 40%. What’s more, ALG is now confident its team are using the right policy for each case of price matching—and that’s made a big difference.

“We’ve seen an average reduction of around $150 per booking in terms of the dollar amount we need to match,” says Metcalf. “And since users can now track price matches and add backup information for auditing, we’ve reduced the number of price matching instances by about 20% to 30%. In our business, that can amount to significant savings.”

“We’ve learned a lot about SeQuence. We’re trying to maximize our use of the product. We still have a number of different applications that can leverage SeQuence and I hope to continue to build them out.” Jason Metcalf, vice President of operations and business transformation, ALG

Good, better... and the best is still to come

ALG is now developing a workflow for soliciting promotions. Normally, ALG’s buyers approach hotels to see if they are willing to offer products. They do this manually, generating a convoluted trail of emails in the process. That makes it difficult to track successes. Using SeQuence solved that problem, too. If a solicitation is successful, it sends the promotion directly to the product loading workflow.

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