This area is structured starting with the vision of offering its customers a comprehensive service, segmented between the wholesale and retail channels, strongly backed by the most advanced technologies and communication systems as basic elements of its business strategy.



The continuous adaptation to the new market needs, follwoing the rapid evolution of the new technologies of information and communication (TIC), has been a constant in this operative area. From 2006, this attitude has allowed it to work as a comprehensive service provider, offering a very wide product range entirely on-line via Internet. Functions have been centralised on the commercial, product, IT and contracting areas, and a high level service is also offered in relation to off line telephone booking management, both with central bookings and specialised bookings in each destination, specifically the main tourist areas. This means that great working synergies have been developed that result in the contribution of high added value for customers, segmented in two channels: wholesale agencies or tourist operators, and retail agencies, basically in the Spanish state.

The basic pillars of the strategy of the area focus on five points:

- The application of the most advanced technology to offer the whole product on-line (9,000 hotels, circuits, transports, ...), with dynamic, intuitive web portals, and XML connection capacity.
- Large product content with a single bank of accommodation with highly competitive conditions.
- Availability of the product in real time up to the last minute, allowing the market to be reached fast and efficiently.
- Profitability to customers due to the sum of competitive contracting and advantageous conditions for agencies, above all in on-line bookings.
- Service quality and off-line attention on specialised bookings for professionals with great knowledge of the products and destination.

This is therefore today’s reality of this area that works under the commercial name of SERHS Tourism and which maintains commercial relations with a large number of international and national tourist operators, more than 1,000, mainly European, working as an umbrella for all of the agencies ascribed to this area, both those working as receivers and those working as wholesalers.

This operative area is made up of the companies Viatges SERHS, S.A., Viatges Tropikal Tours, SERHS Turismo Ibèrica, S.A. and Jochie Catalunya S.L., which work as receiver agencies, the last of these also offering excursions and circuits for its customers. Viajes Rhodasol, S.A. is the wholesaler, along with Turismo y Mar, S.A., which holds the “Rhodasol-Turimar” trademarks.

The portfolio of the area gathers a wide, varied offer of “Beach” and “City” products as a result in 2006, of the innovative agreement of integration with the English portal Miki Travel, and the strong commercial drive exercised in these early months of 2007-, the “Rural and Inland”, and “Mountain and Snow” products. It must be mentioned that the specialised subjects include “Circuits” (which can be contracted on-line), “Excursions” and “City breaks”. These products are accompanied by an extensive range of proposals, such as last minute offers, programmes for groups, transports, guide services, vehicle rental and travel insurance, and also specific offers related to the same SERHS Group such as the proposal of inland hotels or the Vilars Rurals.

With more than 25 years experience and significant acquired know-how, SERHS Tourism has a team of nearly 300 professionals which increases considerably in the summer season. Its product portfolio, which has been constantly adapted to new market needs, includes 9,000 hotel establishments – from low cost hotels to the most luxurious 5-stars – distributed in 48 countries: the Spanish state, Andorra, Europe, Asia, Ara Emirates and Brazil, amongst other destinations.

The main issuing markets with which this area works are around the Spanish state, the Russian Federation, Holland and the United Kingdom. The weight of the tourism from the Russian Federation through our associate Natalie Tours is very important, as we currently deal with 65% of the Russian tourism that comes to Spain and this segment of customers, in addition to standing out as having considerable purchasing power, is the one that makes the longest average stays, as shown in the last Natalie Tours congress, held in Barcelona from 4th to 9th March 2007. Furthermore, SERHS Tourism has enhanced its promotion actions thanks to its participation in the majority of European fairs and workshops (ITB in Berlin, World Travel Market in London, FITUR in Madrid, ...), and also organising sporadic commercial events.

On line bookings

SERHS Tourism has designed an on-line solution that fits with each business model of its customers, offering great capacity to adapt to each operator’s systems and forms of making bookings. The whole SERHS on-line system is supported on large applications servers located in its own “Data Center”, which allows it to be operative 24/365. This system receives visits each day from over 4,000 customers, making around a million requests for availability in our establishments.

We have two web environments aimed at our international customers: www.serhstourism.com / www.bookings-on-line.net. They both use the same technology, but the difference is that the second one allows images to be personalised according to each customer’s identity criteria, and has the option of becoming a Business to Customer tool.

Viajes Rhodasol, S.A. (RHODASOL-TURIMAR)

In 2006, Rhodasol-Turimar evolved one step further, consolidating the modernisation strategy and its clear stake on new technologies and communication systems in the travel agency sector. Known as the leading tour operator in stays, above all at the beaches, in the Spanish state, it hopes to become a large general wholesaler with more product content and, above all, offering high level services and professionalism to the retail agencies with which it works.

With its headquarters in Zaragoza (Aragon), this wholesaler continues to multiply its number of internet bookings each year, exceeding the figure of 30% of the total. Since August 2006, it has also become the first wholesaler on the market to offer circuits completely on-line, with the possibility of XML connection.

The “On-line Circuits” product is divided into three large areas of action: beach, mountain and city. Rhodasol is the leading brand in terms of circuits, with great experience and which already has specific programmes around Spain, Portugal and France.

Rhodasol’s participation in FITUR 2007, along with the area of SERHS TOURISM, was very well received by retail operators and international tourist operators, which pointed particularly to the presentation of the new brand image, and above all the latest on-line applications and the presentation of its product portfolio for this season.

The current booking services (at origin) through the centres in Barcelona, Bilbao and Zaragoza in early 2007 have come into the booking centres at destination in each of the Spanish beach areas. As a complement to the traditional booking system, retailers are also offered the possibility of telephoning the booking destinations in each of the holiday areas and destinations that have Rhodasol professionals, highly qualified to take the calls.

One product recently included in the offer is the “City Hotel”: more than 6,000 urban hotels in the cities of Europe and Asia, and 70 holiday hotels on Turkish beaches. This product is offered on internet (www.rhodasol.es) and on the specialised attention telephone number.

This new drive replies to the strategic positioning of Rhodasol and the area of SERHS Tourism in order to successfully and competitively face the market requirements. This philosophy and strategy make Rhodasol more and more a global supplier.

Fantasy Tours, a brand ascribed to the area, has become the brand of SERHS Tourism specialised in programming and carrying out excursions from the main areas receiving tourists, focusing its activity too on the Balearic Islands and promoting circuits around the Spanish state, France and Portugal.



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