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Vacation.com and Trams, a Sabre Travel Network solution, have taken a giant leap forward to improve Engagement, Vacation.com’s award-winning consumer direct mail and email program, by tunneling deeper into customer targeting analyses to determine an individual’s buying behavior, resulting in a new premium member service called Engagement Select.
“Knowing your target audience is vital to marketing success,” said Stephen McGillivray, Vacation.com’s vice president of Marketing and Public Relations. “Beforehand, we had access to demographic and psychographic information, which made our targeted promotions very successful. But now we are able to analyze consumer buying behavior-the most predictive variable in determining future purchasing decisions. This information will take Engagement to a whole new level.” Through its proprietary software, Trams will host synchronized copies of Vacation.com members’ ClientBase databases. By taking advantage of calibrated synching with its members who use Trams ClientBase, Vacation.com can obtain highly-detailed client information, including price points, recency and frequency of past leisure travel purchases. Vacation.com will take this information and the individually collected personal travel preferences of clients to fuel Engagement Select, a new, premium level of direct marketing that allows members agencies to target clients with greater accuracy and timing.
Trams is a leading provider of back-office and customer relationship management (CRM) solutions for travel agencies. “Combining our technology with the marketing promotions offered to the number of agencies participating in the Engagement Program of Vacation.com is very exciting for us,” said Sharon Meyer, chief operating officer of Trams. Our Vacation.com subscribers are ecstatic that they will be able to use the power of ClientBase and our Trams related marketing services technology to maximize their marketing efforts.”
“This is pinnacle of customized and personalized sophisticated marketing” added McGillivray. “Vacation.com will manage the lists on our members’ behalf, send promotions with more relevant messaging to clients, provide more effective follow-up data to close the sale and create attractive share shift offers customized to their agencies-all at no additional cost.”
This latest addition to the Engagement program-a Gold Medal winner in the 2009 Magellan Awards from Travel Weekly-completes a year of program enhancements that included the introduction of client labels and email performance reports, innovative use of Digital Variable Printing and personalized URLs (PURLs), and the opportunity for each agency to acquire new customers from a rich database of travel-interested consumer prospects for free.
Available to all member agencies at no cost, Engagement turns exclusive offers from Preferred Suppliers into professionally-designed consumer direct mail and email promotions with the member agency as the sole call to action.
TravelDailyNews Asia-Pacific editorial team has an experience of over 35 years in B2B travel journalism as well as in tourism & hospitality marketing and communications.
