p36-37 frontline luxsem Nov13 10/11/09 12:48 Page 37
ttglive.com
ttgluxury seminar 2009 knowledge
From left: Richard Dixon, Holidaysplease; April Hutchinson; Mark Hurrell, Mark’s Travel; and Jonathan Rosenfeld, Soho Travel
Luxury retailers Tips for success
Interests: Target specific groups based on
arts, interests and fashion. Think what your
clients really like doing and make sure they
think of you there too.
Focus: Don’t take a one-size-fits-all approach.
Bombarding all clients with cheap deals will
merely annoy them.
Smart marketing: Exsus’s Lucy Clark Tailored communication: Capela’s Gary Grieve Knowledge: Think how you can be more
involved with their trip – Black Tomato finds
made us realise that it wouldn’t likely to be slashed, it is still out what kind of things clients like to read
be long before style-conscious important to show this market and sends them books they can take on their
travellers would want to visit that you care and want to reach holidays with them.
Bombay on shopping trips and to them, speakers agreed.
experience India, for example.” Exsus marketing director Lucy Follow up: Calling a customer to see how
Full Circle Travel’s Douglas Clark said a simple campaign on their holiday went is a must, as many agents
added: “There is a lot of scope for
r
ustees of the British Museum Twitter promoting tickets to the already know. But Black Tomato goes one step
more strategic alliances in our The T Moctezuma Aztec Ruler exhibi- further and offers them a “Back to Reality
area and opportunities to think tion at the British Museum had Kit” with free vouchers from local upmarket
out of the box a bit. We have to think also resulted in healthy bookings to Mexico. food delivery outlets so they don’t have to
‘where else are our clients going and what “The instant feeling is to present clients with worry about cooking, a DVD movie of the
are they doing and how can we get our a discount when you want to get business client’s choice (selected before they leave)
message to them there?’” going, but continuing to think of smart and a copy of The Week to “reintroduce
Gary Grieve, director of Capela Travel marketing ideas and to promote your service them to the real world”.
Training and chairman of Cimtig, agreed: and knowledge over and above cheap deals
“It is so important to tailor your communica- is better in the long term,” Clark added. Feeling: Find out how clients want to feel
tions accordingly, not just to send out weekly When it comes to social media, Douglas when they go away, not just where they
impersonal e-shots to a massive database said: “I came away with a much clearer want to go. This will help you really deliver
selling them a cheap holiday to Tenerife picture of the direction we need to go in – something out of the ordinary for them.
one minute and a business-class fare to we use Twitter, but I now see how we need
Australia the next. You have to segment to become part of the ‘social fabric’ of our Connect: Travel is one of the most talked
your database.” clients and be relevant, interesting and about topics within social media networks
At a time when marketing budgets are inspiring at all times.” and affluent travellers are increasingly
“connected”, so consider your presence on
Twitter and others, but don’t just leap in
In association with Headline sponsor Co-sponsor
without thinking: research what people are
saying about you and have a reason and
business plan for what you want to achieve.
13.11.2009 37
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