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.

The travel industry enters 2011 still shaking off the cobwebs of a tough year. December’s snowfall was the latest in a series of hardships for UK airports, with the BAA estimating the cost of the month’s weather disruption at £24 million (ABTN, 12th Jan, 2011). And if that wasn’t all doom and gloom enough, the government’s VAT hike and public sector cuts have sparked fears of consumers cutting their holiday spending and refocusing on paying off existing debt. Fortunately, there are several exciting email marketing tactics that travel companies can use to overcome current industry challenges by building and retaining customer loyalty.


These techniques involve more than just lowering prices; engaging customers who are investing more time researching offers and demanding more from their airline or agent requires a marketing strategy focused on fostering customer relationships.

Two tactics we predict will be key in 2011 are sending triggered emails and utilising pre-opt-in behaviour.

Triggered emails: Savvy marketers are discovering that thinking beyond traditional transactional emails to ‘Transactional 2.0’ pre- and post-purchase messages can boost revenue. Packed with highly relevant content that’s personally tailored for the recipient, these triggered messages are immensely powerful ways to connect with customers. Many marketers only consider explicit data (e.g. demographics) when evaluating a customer’s level of engagement and what messaging what be appropriate for this person. But by factoring in implicit data such as the specific behaviours a customer took, travel companies can get a better-rounded picture of their customers. Triggered and ‘lifecycle’ messages prompted by customer behaviours, demographics and preferences thus allow you to send a greater variety of tightly focused emails to relatively smaller segments of your database. These individualised messages typically deliver several times the open, click-through and conversion rates of standard one-size-fits-all broadcast messages. And once set up, these automated emails virtually run by themselves, requiring just oversight, testing and occasional tweaking.

Making it personal Using triggered emails was an approach that yielded tangible results for Air New Zealand and its ”Personality Allowed” campaign, which utilised email to strengthen customer relationships and brand loyalty, solicit timely c:ustomer feedback, and give a more personal touch to its service. Using specific technology from Silverpop, Air New Zealand sent personalised pre-flight and pre-arrival emails to passengers. These included imagery and information related to the upcoming destination, along with the ability to share the information via Facebook and Twitter. Linking email to popular social networks is becoming a hugely successful marketing strategy; if information is timely and relevant, the chance for wider exposure increases. Air New Zealand also included a link in its post-arrival email encouraging customers to provide information in the airline’s online preference centre, enabling Air New Zealand to collect important customer information and subsequently deliver a higher degree of relevancy. These post-arrival emails have an average unique open rate of 62 per cent and an average unique click rate of 40 per cent—well above industry averages—and the overall programme generated positive customer feedback.

Utilising pre-opt-in behaviour: Another marketing technique that continues to grow in sophistication is behavioural targeting. By integrating email with Web analytics and other behavioural data, travel companies can deliver more relevant emails, increased conversion rates and a much desired boost to the bottom line. Recently, new web tracking capabilities have emerged that enable marketers to connect a visitor’s previous behaviour on their site with his or her email address when the customer opts in. And since visitors’ Web behaviours aren’t linked to their email address until they have opted in, the tactic maintains users’ privacy and stays within legal guidelines. By taking advantage of this technology, even the very first email the customer receives can be relevant. For example, suppose a prospect browses your vacations in Italy and then opts in to your weekly deals newsletter. If you didn’t know the prospect’s browsing interests, the first regular email received may not have any content or offers related to Italian vacations, but instead promote Spain or Portugal trips. But armed with this data, you can assign the customer right to a track for Italian and similar vacation destinations, engaging the new subscriber right from the start.

Rising above the noise: As customers become increasingly empowered by social media and frustrated by cluttered inboxes, they are becoming more demanding and selective of how, when and what content they choose to receive—and share. To rise above the noise, the travel industry must focus on understanding and communicating with their customers better. Using triggered messaging and behavioural targeting can help marketers more strongly engage with customers and foster long-term relationships and loyalty that will allow them to thrive in 2011.

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