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STA Travel Target 25% Increase in Productivity with New Point of Sale System from Datalex Plc and Dolphin Dynamics.

DUBLIN, Ireland -- STA Travel the world's largest student travel organisation has today unveiled their new Point of Sale System from Datalex and Dolphin Dynamics which will enhance customer value, maximize revenues and reduce distribution costs

Datalex a leading global provider of travel distribution software and solutions and Dolphin Dynamics, specialists in the provision of mid & back office systems worldwide, have implemented a new point of sale system for STA Travel. The new point of sale solution provides STA Travel with a highly flexible, centralised system that efficiently drives business and supports their customers across many different geographic markets. The solution facilitates STA Travel with an advanced shopping and booking functions which enables a more efficient reservation process across their multiple product sources. The solution also includes a sophisticated workflow and diary system as well as extensive accounting and reporting functionality.

Built upon the Datalex Travel Distribution Platform (TM) (TDP) and the Dolphin Travel Manager solution from Datalex Partner Company, Dolphin Dynamics, the new Point of Sale system will integrate and replace a variety of disparate software and systems previously installed in STA Travel. The solution will be implemented in over 400 branches of STA Travel across 18 countries and will enable STA Travel to enhance customer value, introduce operational efficiencies and reduce costs of distribution.

The solution for STA Travel includes a TDP comprehensive fares pricing system for all air itineraries; an integrated TDP land rates and inventory management system with integrated search and booking functionality for hotel, car, insurance, attractions and package contracts. The solution enables dynamic end-to-end sales capability to support a better customer experience and drive margins upwards.

Dolphin Dynamics' Travel Manager will serve as the mid & back office travel platform and will drive the end-to-end workflow in all of STA Travel's retail shops and call centres - from managing the fulfilment of the booking, to payment collection, reconciliation, customer relationship management, travel accounting and MIS.

An added benefit of the overall solution is that it will deliver enhanced quality control and automation by revalidating fares at key moments within the fulfilment process and issuing the ticket automatically at the time of booking.

"The new point of sale system is part of the STA Travel corporate initiative to deliver greater customer value; improve operational efficiencies and reduce costs across its global distribution network. STA Travel chose Datalex to lead this project due to its extensive travel domain expertise, proven track record and the scalability of its solutions. Datalex partnered with Dolphin Dynamics to deliver an integrated end-to-end system. We will target a 25% increase in productivity and a ten fold improvement in system response times through use of this solution and believe the platform will enable STA Travel to sell higher value products to our customers," said Peter Liney, Chief Operating Officer, STA Travel.

About STA Travel

STA Travel is the world's largest student travel organization helping students travel in over 90 countries. As the travel company of choice for over six million people worldwide, STA aim to provide outstanding product opportunities to their clients through excellent services. STA Travel has retail operations in 18 countries with over 400 branches supported by 2,600 staff. In addition, STA Travel distributes its products and services through a network of independent travel agencies who operate in 85 countries.

About Dolphin Dynamics

Dolphin Dynamics Ltd. is a software development company that specialises in developing integrated information solutions for the travel industry; including Dolphin Travel Manager, Dolphin FlightScanner and Dolphin TravelScanner. Since its first product release in 1996, Dolphin Dynamics has installed its software at over 800 client sites, large and small, for a total of over 11,000 users in over 20 countries worldwide. With a combined staff of 62, Dolphin Dynamics also provides customised solutions and consulting via its internal technical consultants and external partners. For more information, please visit the company's Web site at

About Datalex

Datalex is a leading provider of travel distribution software and solutions that enable global travel industry suppliers and distributors deliver increased content and choice to their customers across multiple sales channels, while enabling record reductions in distribution costs. Datalex has served the travel industry with innovative technology products and solutions for over 20 years. It's customers represent the travel industry elite and include major airlines, hotel and resort groups, and major travel distribution organizations.

Headquartered in Dublin, Ireland, the company maintains offices in Europe, Singapore, Australia and USA. For more information, please visit the company's Web site at
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Publication:Business Wire
Date:Sep 20, 2006
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