Intelligent Organizations: Building Core Competencies Through Information Systems

dations of existing reservation systems to GDS Global Distribution Systems (see Figure 1). While today access to a reservation system to book a holiday package is usually only possible via a travel agent or an airline, in future this will be possible via each linked-up service provider (e.g. a car rental company or a hotel). Through trans-network connections mutual 'direct access' to other systems will be possible. For the customer this results in more up-to-date information, greater flexibility and lower prices through savings in profit margins. To the service providers new electronic modes of distribution are opened up. In future market-like structures similar to the stock exchange will dominate because of the networking of the service providers. Access to the market is possible at various points. The prices are then formed by supply and demand. Only those service providers can survive that position themselves strategically by producing an additional benefit in the generating process of tourist services. This is especially true for travel agents that are not in direct contact with their customers. They have to decide which core capabilities in the present business are sufficient or have to be extended as a basis for success in future markets in view of the developments described above.