Case Studies
Destinations
In order to increase arrivals for a destination, a strategy was developed to integrate product, sales and marketing. The program first focused on wholesalers, ensuring the destination was offered and hotels featured (product), this was followed by a travel agent sales campaign to drive bookings (sales) and also included sponsored consumer promotions to increase awareness (marketing and promotion.) 20% increase in visitor arrivals.
One luxury operator increased 80% in room nights, 96% in sales, and 77% in passengers, with increases after program ended of 5% in room nights, 22% in sales, and 7% in passengers.
Hospitality
A luxury condo property in the Caribbean reopened after Hurricane Ivan, and was in need of increasing previous guest stays in order to fund the costs of renovations and upgrades. Studies were performed to learn from previous guests regarding preferences and niche markets, as well as how the property was performing on sales, reporting, technology, etc., With those findings in mind, a dedicated sales and marketing plan was approved and executed. Emphasis was placed on a combination of traditional sales methods, in conjunction with the Department of Tourism, integrated with new internet marketing techniques.
Low season bookings increased by 45% when most other properties suffered losses; annual targets were achieved two months earlier than scheduled. Room night sales increased the following year by 50%.
Sales
A travel organization wanted an assessment of how their company performed against competitors and leaders in business, in relation to selling their product by phone. A phone sales analysis was conducted, calling the client repeatedly, calling competitors repeatedly, and calling companies known for their phone sales techniques. During each call, the seller was graded on a number of elements. A complete report provided feedback for each call, a summary of the findings, and a recommendation on how to re-train present reservations staff to increase conversions.
After training was completed, conversions increased by 5-10% daily for the following two weeks.
Marketing
A sports/travel company, in a growth phase, needed their marketing department reorganized. The department was restructured, putting process and procedure in place, creating a strategic approach to marketing, and hiring and training a manager to continue the roll on a daily basis.
As a result, seeing the improvement within the department caused the company to reorganize every other department, lead generation improved dramatically.
Promotion
A resort was seeking to increase sales for it’s new season, yet without spending more. An assessment of present sales and marketing techniques was conducted and strategies were changed to sell the product via live promotional opportunities as opposed to several traditional marketing initiatives used in the past. This enabled the company to deliver it’s value proposition message more clearly.
One month into the season, weekly weekend sales increased from 10 to 24% (this is following three consecutive years of declining sales).
Collateral Materials
BEFORE and AFTER Over a three-year period, travel guide pages went from 12 to 64, participating hotels from 60 to 285, co-op advertising funding increased by 200%, and the appearance and usability of the brochure improved dramatically.
BEFORE and AFTER Brochure pages and the number of participating properties increased over a two-year period; the program grew from a financial burden to a profitable endeavor. Par, yardage, designer, t-times, carts, etc. added to the content.
Miscellaneous Factoids
- $1,000,000 in incremental revenues from a Web site promotion
- Destination booking increases of over 200% in six months
- Increased departmental revenues by 200%
- Booking increases over 100%