p52-54 ttg_lux_how_to_market 25/9/09 18:58 Page 53
Keeping your message out there when clients are thinking
twice about their travel plans is crucial. But how do you
catch their interest without spending a fortune? Samantha
Mayling reports on the latest cost-effective strategies
year into recession, few businesses remain But some luxury agents are wary of PR because they
A
unaffected by shrinking revenues and budget worry over losing editorial control and local papers
cuts. But if – as common wisdom says – half might not even necessarily be read by their customers.
your advertising is wasted and you don’t know Instead, Worldchoice’s Talbot advises mingling in the
which half, how wise is it to reduce your marketing? same circles as clients, such as Rotary Clubs, Round Table
Helen Talbot, commercial director of Worldchoice, and bridge clubs.
warns: “If you slow down on marketing spend, you will slow Personal contact is also preferred by Anthony Raffaini,
down on bookings.” And Gary Grieve, founder of training business partner at Symphony World Travel, who organises
firm Capela and chairman of the Chartered Institute of regular events, most notably a 25th anniversary party for
Marketing Travel Industry Group (CIMTIG), is of a similar suppliers and clients at Denbies Wine Estate in Surrey.
opinion: “In a dead market, any marketing can be wasted Raffaini says: “Emails are OK as a communication form, but
spend, but in a slow market, it is more important than ever.” for our clients, phone calls and face-to-face contact are
Those brave enough to spend more to gain market much better. We make them feel special.”
share are likely to benefit over the coming months and Of course, just relying on recommendations and repeat
some agents, such as Spa Travel, made cuts in other areas business can be an option for those looking to cut back on
to maintain marketing spend. Others, including Haslemere, marketing costs, and this philosophy is followed by Select
have boosted their budgets. World Travel in Dorset and Travel By Design in Cheshire –
both members of Ethos, the luxury division of the Elite
SEEKING ALTERNATIVES consortium. Two-thirds of Select World Travel’s clients
Some agencies, such as Traveltalk in Harrogate, took the come by recommendation, says the agent, thanks to high
decision to cut back, slashing its advertising budget by 90% levels of service from staff with decades of experience.
but looking to alternatives, such as Twitter, to distribute Fellow AITO specialist agent Haslemere Travel uses its
offers and interesting articles. Partner David Sutcliffe service standards and great product knowledge as one of
also persisted with press releases. “We had built strong its marketing assets. Gemma Antrobus, managing director,
relationships which led to us being invited onto local radio says: “We have ‘10 reasons to choose Haslemere Travel’
and providing comment in the local press – all for no cost which we send out regularly on e-shots and have used in
to us,” he says. advertising campaigns. It has been one of our most suc-
The Cruise People goes further, using a specialist cruise cessful and effective campaigns.”
PR firm and Travmedia to distribute press releases instead Antrobus urges agents to segment clients, then suggest
of advertising. One release highlighted exclusive benefits new holidays or hotels that may suit their tastes.
for clients on board Europa’s first opera-themed cruise, A similar strategy was pursued by Tim Giles, owner of
departing on October 25. Agency owner Kevin Griffin says: World Market Travel, who says: “I sent a personal letter to
“Our average booking in the upmarket portfolio is about 150 of our top-spend clients to keep in touch and convince
five times the industry average. We made more commis- them that, with so many deals around, there’s never been a
sion on one penthouse booking on Crystal than on a group better time to travel in the luxury market. We achieved a
of 80 on Royal Caribbean.” 10% response and around £100,000 in bookings.”
Hand-delivering the agency’s own Australia and New
Zealand brochure boosted bookings to the region.
STRENGTH IN NUMBERS
Up close
Being part of a larger marketing group enables many
Sue Alexander, sales director,
agents to punch above their weight. Elite and Advantage
have specialist luxury divisions, while AITO agents take part
Eagle Executive Travel
in events such as the ‘travel deli’ with local businesses such
Personal contact and capitalising on your specialisation are key as wine shops and delicatessens. Cruise specialists can join
strategies for Eagle Executive Travel in Bedford. Sales director Sue Leading Cruise Agents of the UK and Worldchoice is now
Alexander says events have proved successful, involving the likes of planning a luxury division, like its Cruise Club.
Silversea Cruises and African Pride, and a luxury show is planned for Advantage Luxury Specialists are supported with
October with about 25 operators. An in-store evening with Hebridean monthly window banners, Kudos magazine, offers and
Island Cruises prompted two bookings, she says – one £13,000, one affinity opportunities, says marketing and communications
almost £10,000 – for the cost of an e-shot and champagne. executive Emma Smith. She also suggests affinity
The agency decided 18 months ago to increase advertising spend marketing, even for small agents, who can team with a
in national newspapers and titles such as Vogue and Condé Nast non-competing retailer such as a bookshop, to offer
Traveller. Alexander says she avoids PR, fearing misquotes, but is incentives. Another idea is to target “closed user groups”,
considering Facebook and Twitter. Colleague Sheena Todd is a rugby such as a law firm’s employees, customers of a Mercedes
fan, which has led to Eagle advertising on the Bedford Blues website. dealership, or golf club members.
Most clients come via recommendation, but Eagle is capitalising For ideas, agents can study the strategies of suppliers
on its location by a busy road, with a new fascia and Advantage and operators, many of whom are returning to basics
banner. It is also talking to a luxury retailer about affinity marketing. – adding value instead of cutting prices, focusing
on service and working with trade partners.
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