p10 news feb27 25/2/09 14:33 Page 10
news
ttglive.com
Worldchoice launches e-marketing drive
Kay McLellan.
A current campaign targeting Women’s Marketing manager Emily Clarke said: “This
WORLDCHOICE is targeting thousands of Institute members has an opt-in rate of 50%. gives our members access to a fully designed
customers with a new e-marketing campaign The e-marketing service, which at present is campaign that they could not do themselves
following successful pilots that delivered higher- run centrally by Worldchoice, will be expanded and operator offers they could not source
than-average response rates. later in the year to allow members to personalise themselves.
Building on its direct mail campaigns intro- the emails and access reports. “Of course, it does depend on the quality of
duced last year, the consortium is using email The software is being trialled with 12 mem- data that agents have, but this is how we can
software to promote offers and exclusives on bers. This number will be doubled in April with help them get the most out of their database and
behalf of members. the launch of further campaigns, before being their consortium.
The offers are sent to a database built up from rolled out to the whole membership. “Email marketing is taking our direct mail
profiles of each member agent’s local market. Worldchoice hopes the technology will help activities a step further, enabling a more
Pilot campaigns delivered high response rates, boost agents’ business during the economic immediate response rate and presenting a huge
with one producing a 32% opt-in rate for cus- downturn by reaching customers online when opportunity to build brand exposure and drive
tomers choosing to receive further information. bookings on the high street are down. customers into our members’ agencies.”
Oliver! sales smash
‘True DIY packaging doesn’t exist’
Superbreak record
THE trade is still five years away from realising
SUPERBREAK has posted sales of £2.5 million for the value of dynamic packaging, tickets specialist
packages to see the hit West End show Oliver! Attraction World has claimed.
fewer than two months after it opened. Sales and marketing director Tony Seaman
It is the first show to reach such high sales in said the plethora of systems all pulling product
such a short period of time for the operator. from different suppliers means true dynamic
Meanwhile, Superbreak has launched its main packaging does not yet exist.
2009-10 Superbreak and Highlife programmes, “At the moment, there are so many different
featuring 156 new hotels across the UK, includ- companies offering dynamic packaging and all
ing all 14 Hotel du Vin properties. are contracting different airlines and operators. Tony Seaman, Attraction World’s sales and marketing director
Superbreak prices lead in at £24 and Highlife “There is nowhere that you can plug into and
at £40.75, with 290 hotels in 100 locations also can get all the airlines and operators you want.” them for three years but was still trying to
offering free dinner for two-night stays. Seaman said XML feeds were important get onto some systems, as technology firms
Two new rail deals with Chiltern Railways and for creating “proper dynamic packaging” by inte- built the infrastructure required for dynamic
National Express start at £16 return, while grating companies’ systems. packaging.
new add-on options include the Walking with He was speaking after DoSomethingDifferent. “There has been some scaremongering,
Dinosaurs arena tour, four Diggerland Parks and com claimed to be the first in the sector to offer saying small agents need to dynamic package
Blenheim Palace. bookable XML feeds (TTG January 30). or lose business,” he said. “But it is still a few
Seaman said Attraction World had offered years off when it will be valuable to the market.”
■ Superbreak parent in £2m cutbacks, p16
Abta: Iata ‘franc’
increase should have been consulted on.
“Whichever way you look at it, the accredita-
defence no excuse
tion fees for UK agents have increased by around
30%,” she said.
Meanwhile, Iata has offered some relief for
IATA has said increases in accreditation fees struggling travel agents by agreeing to try to im-
for UK travel agents imposed in January prove communications with its Madrid European
(TTG February 6) were needed because of the head office.
decline in sterling against the Swiss franc. The promise was made after association offi-
It said the rise was the result of an annual cials met with 20 Advantage agents who voiced
currency adjustment and said while the deterio- concerns it had become inflexible since moving
ration of the exchange rate was “unfortunate” it operations from London.
followed a 50% cut in fees in 2007. Iata will now allow Advantage agents to tele-
Celebrating the news are Superbreak sales director Ian However, Abta trade relations manager Susan phone its Madrid office rather than just email.
Mounser and Jodie Prenger, who won the right to play Parsons said it was the first time Abta had become
Nancy in the BBC’s I’d Do Anything series aware of the currency adjustment and insisted the ■ Iata defends fee increase: Letters, p34
10 27.02.2009
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