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ITC Classics so you can build conversations with consumers who are
suggests agents sign interested in your product.”
up for its weekly Karen Skehel, founder of personal development
offers email and specialist Walk on Waves Coaching, highlights government
e-newsletter, funding for training in skills such as business development
and use its and identifying new, recession-proof markets. Skehel is
dedicated giving TTG readers a “risk-free option”, offering a third
agency website for month’s free coaching if after the first two months they are
downloadable not satisfied with the course’s value.
posters and training. She advises: “Every element of the marketing mix
Carrier’s marketing director, Louise should mirror brand values and, wherever possible, the
Ross, recommends working closely with hotels to get the effectiveness of marketing should be evaluated.”
best deals: “Luxury clients still want to travel to the best However, opinions are still divided on the effectiveness
destinations, but they are seeking great value-for-money of online social networking. Cimtig has added four new
offers and will shop around until they feel satisfied.” award categories for 2010 – innovation, search engine
Exsus has found success by keeping its lead-in prices optimisation, pay-per-click, and mobile. But Grieve says:
attractive, which then offers the chance for upselling. Lucy “Social media methods are relatively low cost but still not
Clark, marketing and PR manager, says: “One of the most well understood and often embarked upon with unclear
successful offers was for Kasbah Tamadot, Sir Richard objectives.”
Branson’s Moroccan retreat. We arranged a good deal with But hotelier Von Essen demonstrated the benefits of
the hotel, so it was a great hook.” innovative online techniques by winning a Gold Cimtig
Working with agents is an increasingly common strategy award for its “culinary espionage” viral campaign. Devised
for Exsus, such as a Latin America event with Eagle Execu- in-house, this spoof “undercover report” cost just £700.
CONTACTS
tive Travel. Clark admits press coverage is tricky to achieve, Terry Kane, Jumeirah Group digital strategy director,
but advises companies to be creative. “We put out a press feels online marketing is no longer the “poor family rela-
Cimtig
release about camel polo in Dubai and The Daily Telegraph tive” of a sales and marketing strategy. He says: “Analytics
Tel: 020 8123 2399
responded to that because it is quirky.” tools are becoming more powerful, enabling the marketer
cimtig.org
to reach the right consumer, at the right time, with the right
Clash Media
EXPERT OPINION message.”
Tel: 020 7405 0550
So what do the marketing experts say luxury agents should Matt Rhodes, head of client services at social media
clash-media.com
be doing? agency FreshNetworks, which has worked with several
Cimtig chairman Gary Grieve agrees that price is not luxury travel brands, warns luxury agents to be wary of
Eyefortravel
the most important driver of bookings, adding: “Customer leaping into Facebook or Twitter – they may be better off
Tel: 020 7375 7197
relationships are essential to build trust where a higher building their own site to maintain control, or engaging on
eyefortravel.com
spend and higher expectations are involved. Personal exclusive sites, such as A Small World. The Appointment
Capela Training
contact is where agents can succeed over online channels.” Group’s Classical by Appointment division has spotted
Tel: 01223 208629
Grieve believes maximising returns from repeat the value of Twitter, using it to notify clients about airports
marketingfortravel.com
customers is more cost-effective than chasing new ones. and car hire.
“You have to be creative to build profile locally,” he says. The sheer scale of the social media revolution means it
Simon Thorp Consulting
“Become the voice of travel in your community and create cannot be ignored. Gina Baillie, European regional director
Tel: 07960 998140
a positive buzz by supporting local initiatives, such as sport, at conference organiser EyeforTravel, says: “Those in
simonthorp.co.uk
music and drama.” higher income brackets can afford the latest technology
The Travel Marketing Awards
But if your customers aren’t spending, how can you find and engage on social platforms. They’re more likely to be
Tel: 01920 873032
people who are? Research by customer acquisition special- on the move than those in lower income brackets. This
thetravelmarketingawards.com
ist Clash Media shows marketing budgets are up, despite provides a great opportunity to use social media to improve
the recession, and the extra cash is being spent on gener- customer communications and propose that extra upgrade
Travmedia
ating leads online. at the right moment.”
Tel: 020 7953 8768
Kevin Rice, UK managing director, says the firm has A marketing strategy must be tailored to an agency’s
travmedia.com
worked with Kuoni, tourist boards and airlines because specific needs. If your clients are internet-savvy, then
Walk on Waves Coaching
campaigns can be finely targeted and cost-effective. Twitter and Facebook may be the way forward – but for
Tel: 020 8748 1342
“We can help luxury firms build a database of opted-in many, good old-fashioned personal contact and service
wow-coaching.co.uk
customers,” he says. “It takes time to sell a luxury holiday, is irreplaceable.
6
Work the press: Spa Travel’s Paul Dayson generates PR by
charity fundraising and winning awards. He says: “Lots of agents
don’t even bother to enter.”
Be topical: Traveltalk links e-shots and mailshots with current TV
programmes. When Coast featured Norway, the agency
distributed Hurtigruten offers.
Use your location: Exsus chalks amusing comments on an
A-board outside one of its London premises to woo passers-by.
TOP TIPS FOR
MARKETING Think laterally: Kim Gilbey, Leisure By Appointment marketing
MAGIC
director, says her team markets to other parts of The Appointment
Group to take advantage of all databases and others’ ideas.
Keep it tweet: Matt Rhodes of FreshNetworks says: “Rather than
having one Twitter account, companies can successfully run a
range, each aimed at different groups of people – one for safaris
in Kenya, another for cruising in Norway.”
Assess the situation: “Don’t be afraid to ask a consultant for
advice – it may be free initially,” says marketing consultant
Simon Thorp.
54
how to...
autumn 09 ttgluxury.com
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