I was recently reading a summary of a syndicated travel study: Branding & Loyalty for Online Travel Agencies (such as Expedia, Travelocity and Orbitz), and although they are a different distribution channel from the retail agencies…I found some of their findings interesting and information we can gleam insight from:
- 41% of consumers base their travel selections, including destination, on available deals (price is the current driver of most purchasing decisions)
- 47% of users visit 4 or more sites when planning a trip, up from 30% in 2005 (consumers shop, shop and shop…consistently increasing their knowledge of deals)
- Competitive prices (94%), followed by ease of use (81%), and good customer service (76%) remain the top factors in deciding which online agency to use (not too dissimilar from the retail market….competitive pricing and good service!)
It all gets back to marketing….marketing…and more marketing. Have compelling offers in front of the consumer on a consistent basis, so when they begin to consider a vacation …or you’ve peaked their interest…..your name is there.
As part of Vcom, you have professional marketing right at your fingertips. Along those lines I want to congratulate everyone for your involvement with the most recent e-Engagementplus. We launched the second quarter e-Engagementplus program with 467 members opting in… An All time e-Engagement participation record for one promotion!!!! These 467 members represent about 450,000 client addresses! In addition, those members who opted into this promotion had free access to the entire Dunhill database of 1.7 million prospect names (about 2000 names on average for each agency) with a call to action back to their agency.
It’s always gratifying to see how many of you value attending a learning conference each year…particularly in these times when marketing, productivity and differentiation make such a difference. As Oswego Travel said: “Thank you for sending the guarantee….As owner of our agency, I’m really excited to come to the convention. I have jam packed my week with every possible marketing session….I feel that it is a necessity in today’s economic condition…” We are particularly pleased with the response from the Canadian membership who now represent about 15% of all of our attendees! In all…we’ll break 1000 attendees again at this year’s Conference! It’s not too late to sign-up, just click here.
Are you up-to-speed on what PURLs are? We recently sent out a press release that was picked-up in the trade regarding ‘personalized URLs’ (PURLs) just tested with Engagement. What are PURLs?? As the name implies, they are personalized e-mails directly to your customer with their name imbedded in the landing page address. When the customer clicks on the URL link they are taken to a Passport Online-hosted Web page that is further personalized with the traveler’s information and a note from the Vacation.com member agency reiterating the great value of the offer and an individualized coupon valid only with the member agency!!! Our first test (with Globus) resulted in a doubling of both the open rate and click through rate.
In an effort to consolidate the information we send you, you’ll see two weekly new e-mails coming your way from Vacation.com…Maximize your Profits and Maximize your Membership. These two weekly communications are intended to consolidate the week’s most important information: Maximize your Profits includes the week’s top 3 supplier offers; Engagement opt-in windows and any commission updates. Maximize your Membership includes technology updates; marketing opportunities; training and Vcom exclusive products. We want to cut through the clutter and allow you to be updated at a glance.
I spend some time each week calling our newest members that join Vacation.com…so I might get 3-4 members a week to call. It’s fun to do and I think they appreciate the acknowledgement of our thanks. The comment I hear most regards the huge quantity of information, tools and services that are available through Vcom…it can get a little overwhelming for a new member. But they join Vcom to differentiate themselves and to use the services (like Engagement) and tools (like EZguider) that they could never replicate on their own. Even in these challenging times, it’s fun to hear their enthusiasm and ambition as they eagerly embrace what’s available through Vacation.com.
I have to admit though….whether a new member or an existing member…..everyone in the marketplace knows about Vcom’s enhanced commission program as well as Engagement and EZguider. The gems they don’t know about are many of the programs that allow you to differentiate yourselves from the pack, like…
Vcom’s Amenity Departures: Your clients automatically receive, free of charge on your behalf, onboard ship credits to spend; free specialty restaurant accommodations; or prepaid gratuities if you just book your clients into our blocked space. It can be an FIT or a group that you book directly with the cruise lines. We have almost 800 Amenity Departures in 2009 with Holland, Princess, Cunard, Crystal, Regent and Silverseas! Just ask for Vcom’s blocked space program….
Vcom’s exclusive concierge host program: Vignettes: Again, at no cost to you, just book your client into one of our 120 Vacation Vignette departures, and your client receives an onboard personal concierge host for assistance, a private bon-voyage cocktail reception and an exclusive shore event…compliments of YOU!
Have a great week! And keep your name out there by marketing….marketing…marketing…..
Steve Tracas
President and CEO