Advantage Travel Partnership introduces a groundbreaking marketing programme aimed at enhancing agency-client communications.
- The marketing initiative is the first of its kind within a travel consortium, focusing on data-driven strategies.
- The programme offers four diverse packages starting from £99 annually per branch, designed to fit various marketing needs.
- Members will benefit from personalised digital and print materials to improve customer engagement and loyalty.
- Significant interest is anticipated, with 141 branches already enrolled and plans for future expansion.
Advantage Travel Partnership has made a substantial leap forward by unveiling an innovative marketing programme. This initiative is set to revolutionise how travel agents communicate with their clients, leveraging data-driven strategies to enhance personalisation. As part of the consortium’s annual Latitude cruise conference onboard the Ambassador ship Ambience, David Forder, head of marketing, emphasised the programme’s focus on empowering members with robust tools and resources necessary for business growth and delivering exceptional travel experiences.
For the first time, a travel consortium has introduced such a comprehensive marketing programme. The initiative intends to support members by enabling them to segment customer data securely while maintaining privacy. There are currently 141 member branches signed up, with plans not only to maintain this momentum into 2025 but also to grow further in 2026. The programme provides four annual packages, each designed to cater to varying marketing needs, starting at £99 per branch annually.
The all-inclusive package combines digital and traditional marketing methods, featuring directly mailed magazines branded with the member’s logo and customer information. There is also a digital-only option focusing on online magazines and emails. Additionally, the cruise-specific package delivers tailored marketing content, while the store-only package offers physical products sent directly for store distribution. Such varied options allow members to choose the package best suited to their operational needs.
An integral part of the Marketing Programme is its ability to analyse customer booking data by recency and frequency, creating a scoring system ranging from ‘newbies’ to ‘scorching’ loyal customers. This tool allows members to adopt a more strategic approach in customer communications, aiming to boost engagement and rebookings.
Marketing activities are primarily centred around four major seasonal campaigns, including the notable Turn of Year and Cruise Month. By signing up, members gain access to critical publications such as ‘Journeys’, ‘Navigate’, and ‘Cruise Collection’, enhancing their marketing arsenal.
William Peat announced the consortium’s first consumer prize draw results, a significant highlight during Cruise Month in September. With a staggering 13,825 entries, the contest offered an all-expenses-paid AmaWaterways river cruise with flights. It led to 2,000 immediate inquiries, demonstrating the programme’s potential to drive substantial consumer interest and engagement.
The Advantage Marketing Programme represents a pioneering step in enhancing travel agency marketing capabilities, marking a significant evolution in industry practices.
