Question

Topic: Customer Behavior

"out Of Box" Marketing: Travel And Tourism

Posted by Anonymous on 5/2/2007 at 6:40 AM ET 250 Points
We are a tour operator - leader in Bulgaria for luxury and exotic holidays and cruises. We need to keep out clients, attract new ones, and most importantly develop a program for business travellers.
Please think from the position of a customer.
What services would you like to be offered by your travel agent, for both your private and corporate needs?
What "special" element is essential?
What will make you change the travel agent that you already use for corporate travel needs with another one (what the other has to offer)?
What shall we do as a company? (loyalty program and travel club already developing, but ideas welcome)
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RESPONSES

  • Posted on 5/2/2007 at 1:27 PM Accepted
    When I travel, getting great deals is always one of my most important things to look for. I also like bi-lingual native tour guides. On the business side of things, a company that can handle arrangements for groups to ensure that everything goes smooth is one thing I look for when I am in charge of business meetings. We like to get our business done and have fun.
  • Posted by adammjw on 5/3/2007 at 7:01 AM Accepted
    You said luxury clients that means highly customized offering,top class service, attention to detail and reliability.
    Price is not top priority for those customers.
    Do you profile your customers and prospects as per their needs, preferences and expectations and offer them what they are likely to be interested in?
    Loyalty programs are not that important as tailor-made info.
    Are you able to cater to both business & leisure needs of your customers(online ticket bookings,customized individual trips,incentive trips,etc.)?

    rgds

    Adam
  • Posted on 5/3/2007 at 7:43 AM Author
    Adam,
    I think that you are right. For personal travel needs maybe money is not such a big factor (although loyalty program discounts makes them feel unique which is more important than the saved money).
    But for business travel I think money is a bigger factor. I mean if 5 companies can offer same high service you would choose the cheapest one.
    I think that for luxury clients, the most decisive factor is to provide a service that makes them feel unique. Personalization is definitely something which I am doing. In Bulgaria online bookings are not yet so spread as in Western Europe and America, but it is a good idea for the near future. There are numerous sites for online bookings but at the moment working at a loss.
    I am looking for an unique solution. Something that is not familiar for the tourism sector. Any other ideas will be greatly appreciated :)
  • Posted by adammjw on 5/3/2007 at 7:57 AM Member
    Ovanes,

    For high-end travelers money is not no.1 motivator.
    I do not think that 5 or more companies really offer same service if you look at it more colosely. That's not only same destinations, resorts or hotels. It involves much more: the way you answer incoming calls, how soon you react and can offer something of value to the customer, how you handle complaints, if you follow up sales with after-sales"thank you'notes or gifts, how often you communicate etc.
    Do not underestimate internet sales and marketing as it will soon boost up with Bulgaria's entering E.U.
    You do not have to make it very sophisticated at first go but go for it and do it right. Even if you cannot sell make it a marketing brand-awereness tool.
    What about co-branding with some well-established companies in Bulgaria, then placing ads in TV guides etc?

    Adam
  • Posted on 5/3/2007 at 8:13 AM Author
    Great ideas Adam.
    Sometimes somethings you've thought about, you felt not sure... After when someone else says them they seem more believable.
    Please guys, some more ideas!
  • Posted by adammjw on 5/3/2007 at 8:37 AM Member
    Ovanes,

    One more thing.Looking at your website I see you do not provide any relevant info for prospective international tourists who would like to visit Bulgaria. Why so? You will see more and more interested in coming to your country. I cannot find recommended trips, destinations, landmarks.It should be easily found on your website.

    Adam
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