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.

It’s the highlight of a person’s year and normally the second biggest household expense after a mortgage payment. While this is great for the travel industry, most holidaymakers can’t tell the difference between holiday providers. This makes it a very competitive market for companies who really must do all they can to attract and retain longstanding, profitable customers.

More than ever, customers are able to shop around and compare offerings from an array of providers before committing to purchase. Naturally, price comparison is a major influence, but so too is reputation, and review resources such as TripAdvisor can make a huge difference to a provider’s bottom line. Customers spending very little that give great reviews are worth more than those spending more and saying nothing, so it’s important to keep them happy!

If your marketing strategy does not seek to set your company apart from the competition and offer individual customers a truly fantastic holiday experience that they rave about, you’re going to lose out.

Getting to know you

Step one is to understand your customers and I’m not talking about achieving a general overview of a mass base of holidaymakers. You need to get a view of who the individual customer is to fully understand what they want from their holiday and their dealings with you.

Establishing a single customer view (SCV) gives you exactly this, consolidating cross-channel customer information gathered from a range of sources, such as emails, social media, phone calls, and store visits into one centralised platform. This central database enables you to build an understanding of individual consumers - what they do and what they don’t, as well as when they do it, and their likes and dislikes. This detailed individual, household or family understanding allows you to provide timely and relevant communications to your customers maximising value to the consumer.

The SCV isn’t a new concept, yet many marketers are still reluctant to embrace it because they don’t have the right systems or knowhow to scrutinise and harness the data. However, as the travel market evolves and competition becomes more sophisticated it’s a necessary practice you can’t afford to ignore.

Looking ahead

Marketers have typically used predictive analytics to sell numbers of seats on planes or holiday packages, but identifying the people that need your service is much more valuable.

With detailed insight into a customer’s purchasing behaviour through the creation of a SCV, propensity modelling can then be used to anticipate their next move. If Mr Brown, for example, books a family package holiday every July in Spain online, you can market relevant products to him at the right time in the right way by email. You can even welcome Mr Brown and his family home with a direct mail letter reminding him of his recent fantastic holiday with you and getting him thinking about the next one.

SCV combined with propensity modelling or predictive marketing, enables you to unleash some really innovative tactics that will not only surprise and delight the consumer, but that will help you grow a loyal customer base that not only rebooks with you but spends more every time.

Get it wrong however and it could lead to disaster. If you market the wrong thing to the wrong person, you could end up promoting unaffordable packages to people that can’t afford them, or 18-30 party holidays to mature couples that enjoy cruises.

Customers want to feel they are travelling with a provider that understands them and knows how to deliver a great holiday experience – to nurture that feeling you must talk them about what matters most, through their preferred channels, with relevant content, the correct context and at just the right time.

When the sun sets, outstanding customer experiences is what SCV and propensity modelling are really all about.

twn Are you sure that you want to switch to desktop version?