Travel Agent - September 15, 2008 - (Page 13)

Signature Spotlight High Tech Meets High Touch Everyone knows strong customer relationships are a retail travel company’s most valuable asset. But how does one put that mantra to practice—keep existing clients while gaining new ones? Signature Travel Network’s technology provides members with sophisticated tools to manage client relationships, market eﬀectively, and transact business more eﬃciently. Relevant Communications Particularly in today’s challenging business environment it is vital to communicate to clients in a relevant and highly personalized manner. ClientConnection is a proprietary system which provides a single view of the client, including their purchasing patterns, travel history, destination and supplier preferences, psychographic and demographic statistics. Signature members can ensure vacation products are sent to the right client at the right time. Closing the Loop –Making the Sale More Innovations Signature employs an integrated approach Clients expect travel professionals to be to marketing. A client may ﬁnd a glorious knowledgeable and responsive to inquiries. Two key components–availability and price– cruise to the South Paciﬁc featured in the are at the top of the list. Signature recently Travel Magazine, an email, or a direct introduced direct access to live pricing for mail campaign. Every customer’s proﬁle Princess and is annotated with Holland America. applicable marketing “Signature’s online tools have enabled us to initiatives so when maximize our potential in Internet sales. We’ve What’s the beneﬁt to the Signature that client calls, the grown from less than a million dollars in member? Within agent simply clicks on leisure sales to over twenty in the last five seconds they can the customer’s proﬁle years.” email all relevant to access details on the Eric Maryanov, A LL -TRAVEL information with oﬀer and complete the most up-to-thebooking instructions! minute pricing. A dynamic highly e ability for a travel consultant to take an customized e-mail marketing program inquiry and convert it to a sale provides members with the opportunity to is often dependent upon being communicate more personally and regularly, able to give credible, relevant notifying customers about exclusive oﬀers information… instantly. and promotions based on their particular interests. COMING SOON: Signature’s technology enhancements will soon include social networking, allowing clients to share travel knowledge and experience with their friends and family. Meet Tom Baker Condé Nast’s Cruise Specialist Tom Baker, President of CruiseCenter, was recently appointed by Condé Nast Traveler as its World’s “Large Ship Specialist for 2008.” itinerary and ship that will meet their needs. Bottom line, repeat and referral business is the mainstay of our industry. match the right passenger Why do you think Condé to the right Q“Large Ship Specialist forNast named you QHow do youcruise experience? 2008”? in the cruise paramount to being a successful AMy industry experience from many is segment may not di er other AThis isvacationlifestyle. Determine what cruise planner. Ask questions travel professionals; however, the truth about your client’s “ships” are my passion. I have personally experienced more than 150 cruises and have inspected more than 200+ ships. You walk the decks, see staterooms, and inquire about refurbishments and enhancements. You gauge the attitude of the sta , sample cuisine and sense the “vibe” of the ship. As a professional, I believe one must know these individual characteristics. they like to do while they are on vacation. The interview process is crucial. At CruiseCenter, we may ﬁnd that a prospective client called after seeing an ad for a 7-day Caribbean cruise for $499—but once we spend time speaking with them, that individual may arrange a family reunion cruise to Alaska for $1099 per person instead. Based on the client’s preferences, we can select the QHow do you market to today’s sophisticated traveler? The key today is to integrate technology Ainto the sales process. E ective, relevant communication to customers is vital and maintaining a highly detailed customer proﬁle is a must. I personally use Signature’s web content and e-marketing program daily. Signature’s specially negotiated cruise vacations deliver great value added specials with extra travel perks for my clients. The links from these electronic o ers lead to detailed content including ship details, deck plans, client reviews, and so much more. Signature’s “turn-key” marketing makes the job a lot easier! Interested? Request #004.

Table of Contents Feed for the Digital Edition of Travel Agent - September 15, 2008

Travel Agent - September 15, 2008 Online Now Contents Agent Insider From the Editor Hawaii Europe Pacific/Asia Las Vegas US Airways Vacations - Atlantis, Paradise Island Specialist Central & South America Mexico Caribbean Cruises Cover Story: Merge Mania France by Rail Weddings & Honeymoons Gay & Lesbian Travel Tours Agent Profile Triptailor Vacations Agenda: Fam Trips, Deals & Incentives, Calendar Vegas Week Insights on Singapore Travel Leaders Builds New Alliances The Latest from the Caribbean A Sneak Peek at a New Ship Classified Marketplace In the Spotlight Editorial Index Advertising Index Trendwatch Special Supplement: Thailand Travel Planner

Travel Agent - September 15, 2008

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