More regional flight options with Princess Cruises

More regional flight options with Princess Cruises

Friday, 28 October 2016 08:00

Travel age...

SuperBreak gets Superfestive in new agent campaign

SuperBreak gets Superfestive in new agen…

Thursday, 27 October 2016 11:00

Agents booking a SuperBreak Christmas or New Year package between October 31 and November 30 can take advantage of a host of treats on offer for both themselves and customers,...

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...

richard evansIn the travel industry, customer service is always a key topic. When people are looking to do business with travel and tourism companies they expect a first-class, personalised experience - the industry lives and dies by it. Customer service must be the main priority for all travel providers looking to build long term relationships and loyalty with their customers. This must cover all aspects of a holiday – booking, flights, hotels, car hire, activities, the list goes on. And with the ever growing mobile sector, many consumers are increasingly expecting to be able to do all of this, and more, on the go.

Boost your loyal customer base
Marketers can and should use email communications to drive these brand and customer conversations. These conversations have the potential to blossom into extended, loyal relationships, something which is so important in travel. This is because it is one of the few sectors where quality of experience often trumps price, so creating a personable and strong relationship online as well as offline dramatically improves a travel operator's customer service.

With this in mind, the first step is to create an email campaign that is personally tailored to each recipient. First impressions go a long way, which is why top-tier hotels greet guests by offering to help carry their luggage, asking how they can make their stay better, and providing an immaculately clean room complete with a mint on the pillow. Although very traditional, this is a simple concept that can be easily adapted to online channels by thanking a subscriber for opting-in, reiterating the content and frequency of messaging and linking to content online that is important and relevant. Getting a relationship off to a good start will allow it to develop and grow, instead of ending it before it's even begun.

Go the extra mile
To further ingratiate a brand with a customer, the content must be human and personable. Remember that travelling is fun, and this must be reflected in the email content. Use customer testimonials, employee photos, and helpful educational content to create a dynamic and interesting read. For example, Air New Zealand populates each message with a photo of a flight crew member who will be on the recipient's specific flight. Passenger reaction has been incredibly positive, with some customers even printing out the emails and showing them to the featured flight crew member while on board. These pre-flight emails also include customised imagery such as local cultural events and a weather update alongside the usual flight details. Consequently they have an average open rate of 69% and an average unique click rate of 38%, both well above industry averages. Such messaging shows a willingness to go the extra mile – an essential trait in a travel operator.

This personalisation does not have to stop at pre-holiday communications. Up-selling of services on arrival can be achieved with location-based marketing, enabling companies to deliver highly relevant content to customers based on their destination. For example, if the customer's previous online activity has revealed an interest in spa holidays, near-by spas owned by the operator should be highlighted on arrival. This not only deepens the customer relationship with the help of personalised content, but also provides an extra source of revenue. Also, consider sending content that isn't sales related but instead contains helpful tips and advice about a traveller's destination, such as highly rated restaurants or a five-day weather forecast. Recipients will appreciate the effort that has gone into sending relevant and personalised travel tips and may well share them with friends. People love discussing their holidays on social networks, so this is a highly effective way of recruiting new subscribers and brand advocates to your messaging programme. To further develop this, incorporate a strong call to action or an incentive to share. This adds the potential to exponentially grow the reach of a marketing campaign and the brand responsible.

Such sharing naturally comes with good customer service. With social media and travelling commonly intertwined, it is of upmost importance for travel service providers to communicate with travellers on their own terms. This means transporting the typically high level of customer service expected in the travel industry onto social media, email and location-based marketing to create a truly rewarding and all-encompassing travel experience for customers.

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