SINGAPORE — Over dinner one night, Mr Clifford Neo pitched an idea to his father for their family’s travel business: Create a website that allowed customers to make online bookings.

That was 10 years ago, when few local businesses had yet to take to the Internet, and booking tours online was unheard of.

To his dismay, his father refused. It would take Mr Neo, who had just graduated from Perth’s Murdoch University armed with a Master’s in e-commerce, two years of convincing his father before he got the green light.

“I couldn’t believe that I had been rejected by my dad. But at the time he wasn’t sure we were ready,” said Mr Neo, 36, Managing Director of Dynasty Travel, a Singapore travel company that was founded in 1978.

His father, Mr Perry Neo, 60, is Chairman at the business, which he had bought and taken over from the original owners shortly after the terrorist attacks of Sept 11, 2001.

Mr Neo, who is married and has a five-month-old daughter, said: “My dad has always been quite strict with me, and has always taught me that success does not come easy. He’s hardworking and modest. Till today, he comes in seven days a week.”

Within a year of getting his father’s approval, he had recuperated all the costs of setting up the website.

It was this pivotal moment that convinced him to use technology as a key strategy to grow the business, by enticing tech-savvy Singaporeans in their 20s and 30s.

Today, between 5 and 10 per cent of the company’s operating costs is invested in technology.

The website is now a snazzier version of its 2004 predecessor. Not only can customers book tours online, they can also speak with service staff using its online chat function during office hours. “At any one time, there are about 30 people using it. It’s working very well for us,” he said.

Besides the website and a Facebook page, an iPhone app called iDynasty was launched last year, which lets customers plan, book and pay for their tours, as well as earn points and redeem rewards. It even has useful features such as a currency converter, to-do lists and visa information.

There are also three interactive touch-screen machines within the company’s office building at New Bridge Road. “Singaporeans are very shy. They don’t want to walk in and ask the counter staff for the price of the tours, so these machines are helpful for them,” explained Mr Neo.

Apart from using technology, he has made sure that the company’s branding is kept fresh and relevant.

This means standardised uniforms for front-line staff, higher-quality marketing collateral — such as handbag-sized magazine-style brochures — and the introduction of a bespectacled mascot called “Agent Dee”.

The results speak for themselves. The company has quickly grown from a travel agency selling group tours, to what Mr Neo calls “a one-stop travel shop” that now includes the lucrative meetings, incentives, conferences and exhibitions (MICE) industry.

Last year, sales turnover was S$120 million, compared to S$15 million in 2001. Staff strength has also grown from 20 in 2001 to 110 today.

In November this year, the company won a Singapore Prestige Brand Award for being one of 11 top heritage brands in the country.

Still, he thinks more can be done. One recurring challenge is competing with international travel websites and apps, which he believes he has an edge over. “Their strategy is simple: Throw money at a market because it has worked globally. But we find that customers still want brick-and-mortar stores offering reliable, personal service,” he said. About 60 to 70 per cent are repeat customers.

“Most Singaporeans get 15 days’ leave, which are very precious to them. So, we must give them what they want: Style, comfort and value.”

For now, he’s looking at launching an Android app, as well as creating a staff-only iPad app next year. Eventually though, he hopes one day to sell these technological tools to overseas travel agents.

This iPhone and iPad addict, who is constantly checking out travel apps, said: “Our use of technology lets us be unique and different from others. We are always looking for constant improvement. Even when we are doing well, we can be better.”