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Success Stories
Learn more about how TTC assisted clients achieve efficiency and profitability in a volatile and fast-changing travel industry environment.
You can learn more about how we, at TTC, have created huge success stories for many of our clients by providing travel marketing solutions, corporate travel solutions, business travel solutions and strategic business plan consulting to our esteemed customers. From brand positioning strategies, strategic business consulting and marketing programs, to effective brand campaigning and implementation, we have revamped the strategies of many a company to help them achieve success in their desired streams. We have done successful campaigns for different sectors such as Tourist Boards and Associations, Resort Vacation and Tour Companies, Carriers, Cruise Lines and Car Rental Companies, Travel Agencies, Travel Websites, Travel Insurance Companies, and Travel Writing Companies. Read on to learn more…
Travel
Team Testimonials & Case Studies
TOURIST
BOARD & ASSOCIATIONS
Florida Keys and Key West CVB
Travel Team Consulting (TTC) team members
developed global brand positioning strategies
along with targeted marketing programs
for the United States, Canada, Europe
and Asia. The group also managed GSAs
in the UK and Germany. TTC directed the
CVB’s advertising agency regarding strategy,
media plan, collateral design and creative
execution including the award winning
“Just Let Go” campaign. Hotel occupancy
rates increased from 82% to 93% during
the four-year period and the average room
rate increased by 12.5%.
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RESORTS,
VACATIONS AND TOUR COMPANIES
Couples Resorts
Couples Resorts contracted Travel Team
Consulting in the capacity of Director
of Marketing. The group worked with the
president and resort group owners to reposition
the brand as a leader in the upscale all-inclusive
category.
TTC positioned Couples Resorts as a smart,
sophisticated and refined vacation brand
via an integrated campaign with the core
platform of “Couples Resorts: The All-Inclusive
Refined, Re-defined”.
Creative elements included:
• Lifestyle- focused collateral materials
• Image-oriented consumer print ads
• Network specific :30 and :60 television
spots
• Radio remote promotions
• Web-site design and navigation
• Travel trade CD-ROM marketing kit
• Consumer DVD presentation
• Loyalty and e-marketing communications
TTC expanded the target audience for
Couples Resorts, and the entire all- inclusive
vacation category, by appealing to trend-oriented
lifestyle segments while continuing to
connect with Couples’ loyal guests. Strategy
included placement of Couples Resorts
ads in new media such as InStyle Magazine
and BBC America, along with outdoor advertising
in NYC and high profile event sponsorships.
TTC expanded Couples Resorts advertising
budget and reach through marketing promotions
and strategic alliances with selected
media partners, auto brands and fashion
retailers targeting similar lifestyle
segments. Current partners include Discovery
Communications and the Perry Ellis Portfolio.
Key Results for 2003/04:
- 12% increase in revenue yield and
10% increase in year-over-year average
occupancy levels.
- 17.5% surge in advance bookings as
of Q1 2004.
- Market share increase from 4.62%
to 5.30% of visitor arrivals to Jamaica
from North America.
- $3.2 Million in public relations
value for calendar year 2003.
Wyndham International, Inc.
Wyndham charged TTC with responsibilities
for company market development, marketing
management and sales for offshore division
that included hotels/resorts in Jamaica,
Barbados, St. Lucia, Bahamas, Bermuda
and St. Thomas. TTC also managed sales
offices in London, Tokyo; and the group
sales office in New York and corporate
tour sales staff. The consulting group
maintained a close working relationship
with tour operators and wholesalers, island
stateside and international government
tourist boards and their representatives;
and airlines serving the region and political
leaders in each country. Subsequent to
the TTC engagement, Wyndham continues
to keep a high profile with industry trade
publications, domestic and abroad.
South Seas Resort Company/SSRC
Travel Team members helped South Seas
Resort Company (SSRC) brand and centralize
sales for eight independently operated
resort hotels. The group centralized tour
and travel sales, established reservations
(vacation planning center) with direct
mail and fulfillment capability and brought
in high tech reservation equipment that
communicated directly with the hotels.
These developments opened up the hotels
communications with tour operators/wholesalers
in the U.S./Canada and around the world.
TTC then established representation and
a reservations office in London; oversaw
and gave direction to sales staff at the
hotels and promoted or hired and managed
corporate travel agent and group sales
staff.
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CARRIERS,
CRUISE LINES & CAR RENTAL AGENCIES
British Airways
TTC developed British Airway’s initial
online strategy to balance direct selling
via their own website with sales via other
online portals. TTC devised strategies
to change existing customers’ behavior
to move them from higher cost traditional
channels to more cost effective online
outlets.
Royal Caribbean International
Travel Team members introduced
Voyager of the Seas, world’s largest cruise
ship, for Royal Caribbean International.
The launch included national consumer
print campaign, travel trade intro campaign,
CD-ROM virtual tour, dedicated website,
virtual touring attraction, award-winning
NBC television special, out of home campaign,
radio promotion with sweepstakes, and
tactical newspaper campaign. TTC executed
Royal Caribbean International’s brand
positioning and integrated the “Lust for
Life” campaign, including production of
60- and 30-second television spots, national
television media plan, consumer print
campaign, Internet content, collateral
systems, tactical advertising and trade
marketing initiative. In DRI research,
the campaign tested well above norms for
propensity to influence purchase behavior.
Delta Airlines
TTC assisted Delta with management
of reservations, air cargo sales, and
group sales (incentive and corporate group).
The group also managed field marketing
and sales, international market development
to include air consolidation, vacations
package development, international traveler
customer loyalty programs (corporate and
leisure), international tourist board
relations; and managed company travel
agency sales department. During the engagement,
TTC encouraged Delta to maintain a high
profile and hold positions in trade organization
dealing with travel agents, corporate
traffic departments and group planners.
Avis Rent A Car
Avis commissioned TTC to create and execute
leisure marketing programs targeting the
travel trade and consumers in U.S., Canada,
Caribbean, Europe, Asia, Middle East and
Latin America. TTC established marketing
partnerships with airlines, cruise lines,
resorts and CVBs. The group also developed
tactical print advertising, brand communications,
consumer loyalty programs and direct marketing
initiatives. In addition, TTC managed
an eight-member sales/marketing team and
exceeded revenue goals by more than 100%.
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TRAVEL
AGENCIES, WEBSITES, INSURANCE AND RELATED
SERVICES
Travel Guard International
During this engagement, TTC functioned
as a business development consultant,
creating custom travel insurance programs
for Caribbean tour operators, cruise lines,
destinations and resort groups.
Room Results
TTC developed Internet Revenue Management
to help lodging companies (hotels, condominiums,
villas and rental home) maximize their
relationships with third party sellers.
By providing a real-time team of professionals
to manage their website positioning, rates,
inventory, promotional opportunities and
to watchdog competitive Internet activities,
TTC helped Room Results’ suppliers take
control of their inventory, revenue and
time, moving from negligible ecommerce
business to 60 percent of sales being
generated via Internet.
IGT
For IGT, Travel Team Consulting recommended
a solution that allowed travel suppliers
to feed content, availability and pricing
to a central data depository (CDD). The
solution also accommodated distributors
of IGT-owned travel inventory by feeding
them updated inventory from the CDD. Additionally,
IGT requested accounting functionality
and pricing flexibility.
The Travel Team Consulting group worked
on this effort as a six month project.
The project required a full marketplace
evaluation, recommendation, and negotiation
with the chosen solution provider, implementation
and staff training.
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Travel
Industry Reports & Articles of Interest
India's
New Opportunity (by High Level Strategic
Group)
India has a distinct comparative
factor advantage as a vast reservoir of
skilled manpower. The demographic differentials
reveal that over the next 20-30 years,
India has distinct advantages in a population
profile concentrated in the younger age
group, where many new opportunities can
be fully optimised. Read
on... (Adobe PDF, 362K)
Top 10 Reasons Prospects Leave
a Landing Page
(Courtesy Atlas
NetConversions)
Landing pages have long been considered
an after thought when it comes to an online
campaign. Many marketers rely solely on
their outbound marketing to drive conversions
and neglect the landing page altogether.
In other words, many marketers think that
the campaign does the bulk of the work
and the landing page simply is a conversion
receptacle. Not true!
Campaigns are built to drive traffic
to the site. Some of that traffic may
even be well-qualified depending on creative,
placement and messaging. However, your
landing page is the critical piece to
the overall success of your campaign.
Your landing page must convince, engage,
and provide enough information to your
prospect to stick around and hopefully
sign-up or buy what you are selling them.
Atlas
NetConversions has been collecting
and analyzing the behavior of over 4 million
web users on clients’ websites for over
5 years. With all that data, we have a
pretty good idea of what works to convert
customers and what doesn’t. A la David
Letterman, here are Atlas NetConversions’…
Top 10
Reasons Prospects Leave a Landing Page
10. The offer is not compelling.
The key benefits to the prospect are
not clear.
9. Registration/Purchase forms
are too long. Upon arriving
on the site, the prospect is overwhelmed
with forms that are overly time consuming
or tedious.
8. There is no clear call to
action on the page. Perhaps
the important elements are below the
fold or the call to action is not bolded
or highlighted.
7. There is more than one conversion
goal on the page—multiple calls
to action. It is important to define
exactly which conversion goal you want
to take place- this can be lead generation
form or a shopping cart – but not both!
6. Slow load times.
People are generally impatient – if
a page is taking too long to load, they
won’t wait.
5. Landing page layout is confusing
and difficult to read. Examples - text
is too wordy, font is too small --if
user can't understand what is being
offered in under a few seconds, they
will leave.
4. Putting unrelated links
on the landing page – you don’t
want to drive users off your page unless
it’s down the conversion path.
3. A Click Here button
– if you have an offer, make it easy
– put a registration form on the landing
page to start the process right then
and there.
2. The creative driving traffic
to the site doesn’t “match”
with landing page content. In order
to make the process as seamless as possible,
the look/feel of the site must match
the creative.
And the
#1 reason prospects leave a landing page….drum
roll please….
1. User lands on a page with
no relevance to their search.
Your headline, your call to action on
the text or the Buy button, and your
body copy should match what prospects
are searching for.
Based on this information, are you making
your landing page work for your business?
We can help you to find out where you
are losing prospects due to the 10 reasons
above and more. Click
for more information about Atlas NetConversions...
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