SuperBreak gets Superfestive in new agent campaign

SuperBreak gets Superfestive in new agent campaign

Thursday, 27 October 2016 11:00

Agents boo...

EVA Air offers autumn savings on its Kangaroo Route

EVA Air offers autumn savings on its Kan…

Thursday, 27 October 2016 08:00

EVA Air is celebrating an increased service on its ‘Kangaroo Route’ by unveiling autumn offerings on flights from Heathrow to Brisbane, Australia with return fares from £642 per person.

Vietnam addition from Thomson and First Choice

Vietnam addition from Thomson and First …

Wednesday, 26 October 2016 14:00

Thomson and First Choice have announced the introduction of Vietnam to the winter 2017 programme.

Ranch Rider adds authentic Arizona ranch for next year

Ranch Rider adds authentic Arizona ranch…

Wednesday, 26 October 2016 11:00

Keen to expand on its portfolio of authentic US ranches, Ranch Rider will be introducing Arizona’s Hideout Working Ranch in its 2017 brochure, which is situated near Portal near the...

Qatar Airways announces daily Seychelles flights

Qatar Airways announces daily Seychelles…

Wednesday, 26 October 2016 08:00

Qatar Airways will provide UK holidaymakers with greater access to the Seychelles from December 12 when it launches daily flights via Doha.

HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holidays is promoting a selection of winter getaway including a Christmas Craft Weekend at Dovedale in the Derbyshire Dales, Festive Walking At Dovedale, A Seasonal Stay at Malhamdale in...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

  Getting customers to notice and engage with your brand in today’s crowded travel market is a real challenge, especially with the vast array of multichannel and varied options now available through which to book and manage holidays.

As such, travel brands and large travel agency groups focus a great deal of energy delivering marketing campaigns to increase their customer base.  They set out strategies employing a range of marketing techniques, from press ads and online advertising to email and direct campaigns, all intended to attract and convert enquirers to bookers.

However in the drive to grow sales through customer acquisition, it’s tempting to downplay the importance of customer retention. Valued existing customers are the lifeblood of any business and it’s essential they are nurtured and developed alongside with any acquisition strategy. For many, a brand or agency’s new customers often originally belonged to someone else – unless perhaps they are new entrants to a growing market such as cruising.

So when you aren’t getting people to switch from their existing brand to yours, you should remember that your customers are also a potential target for others and take action accordingly. Tactics to maintain your customer base and promote loyalty and advocacy, as seen through positive comments on online forums or friend referrals are a must. Unless you make this a priority, a competitor may well get there first and offer your customers some brand-switching incentives of their own – and once they go, they’re even more costly to win back.

In the sales environment, staff skill levels and staff attitudes are critical, as well of course as how the agency’s store or website is presented, in order to optimise the conversion to purchase rates. Driving engagement - ultimately footfall (store visits), or finger fall (web visits) can be achieved by focusing on service-led communications, from ‘Countdown to your Holiday’ emails or packs full of top tips and helpful information, to ‘Welcome Home’ messages that round off a hopefully memorable holiday experience. 

Also, offering customers holiday recommendations based on previous bookings and searches is a good way of tailoring and personalising direct marketing communications, while delivering tangible results for the business.  Finally, if you do have a sale or special offers available, ensure you offer at least the same offers, if not more, or at least earlier, to your existing database, rather than just targeting new customers.

The 80/20 rule has never been more true.  It costs significantly more to acquire a new customer than retain an existing one.  Taking the time to understand your customers, on a one to one basis, or using propensity modelling or behavioural analysis across an entire database to confidently predict their needs and wants, whether that’s focusing on a value proposition or suggesting a new destination, the opportunity is there to create a tailored, unique experience for your customers.

Targeted, timely up-selling and cross-selling while putting the customer’s needs at the heart of the process, is key to keeping retention rates high. As many brands have found out to their peril, there is a real danger that when you lose loyal customers, you may find them replaced with a more fickle, price-sensitive client base.



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