p29 luxsem Nov13 10/11/09 15:36 Page 29
ttglive.com
ttgluxury seminar 2009 news
November 4 • London
SOCIAL MEDIA. CRUISE.
Have a target for tweets
Top lines must stress value for money
AGENTS should use online social media tools
such as Twitter and Facebook only if they have a LUXURY cruise lines are to free flights and it’s worked
clear plan of how to benefit from them. continue highlighting their wonders – better than we ex-
Matt Rhodes, head of client services at good value compared to top- pected. Business is coming in
social media consultancy Fresh Networks, said end land-based holidays. but there are still late-booking
companies’ most common mistake when using Both Cunard and Silversea people waiting for deals.”
social media was not to have a clear objective. said business had held up Swarup added that Silversea
“You have to establish what you are trying to better than expected in 2009 was trying to encourage
achieve – just because it’s new is not necessarily and there was no sign of clients to book earlier by offer-
the best reason,” he told delegates. customers trading down. ing its lowest prices first.
“How will you measure your success? You need Peter Shanks, president and Cruise specialist agent
to have business reasons for using social media.” managing director of Cunard, From left: Anil Swarup, Silversea; Peter Stefan Shillito, managing di-
said: “We still have to push the Shanks, Cunard; Stefan Shillito, Sovereign rector of Sovereign Cruise
In brief ttgluxury seminar 2009
value-for-money message. Club, said it was vital for
“An upscale cruise costs about £200 per day upmarket lines to avoid big discounts, adding: “If
The second annual ttgluxury Seminar was attended by which is great value for the excellent accommo- you focus on price and a discount message with
almost 100 luxury specialist delegates, with exhibition dation, meals, West End-style entertainment and 30-40% off, it will devalue the brand.”
showcases from key event sponsors InterContinental all sorts of destinations.” He added that the key to selling luxury cruises
Hotels & Resorts, Oman Air and Dubai Tourism and Cruise companies have also sought to avoid was to make sure you booked your customers on
Commerce Marketing. There were four prizewinners, big discounts by offering customers extra the right ship.
11 speakers, two aircraft seats and one Cookbook Cafe. benefits such as free flights. “All products have their own individual person-
Buzzword of the day: authenticity Silversea marketing director Anil Swarup said: ality and styles,” he said. “My job is to make sure
“We have launched a value-added campaign with the client gets the right ship and experience.”
the place to be.
Berlin – the city of many
faces
Pay us a visit at the “Pow Wow
Berlin-Brandenburg” from
5 – 7 February 2010!
Themed tours, trips to loca-
tions and the workshop will
allow you to experience Berlin
firsthand. The Pow Wow will
not only give you a glimpse of
Berlin’s many faces but also
provide inspiration for new
offers.
To register or find out more,
go to:
www.berlin-pow-wow.de
be open, be free, be berlin.
230x143 TTG UK 2.11.09 39L.indd 1 02.11.2009 14:47:11
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