Customize Meaningful Travel Promotions for Prospects

Planning a vacation is a very personal task. Most Americans, lamentably, take only one a year (if that), so there’s a lot of pressure to make it perfect. And, however you cut it, “perfect” is a tall order. Today’s travel industry recognizes the unique challenge at hand, and are responding with direct mailings rife with customization. To make sure prospects feel as though they’re special recipients of your clients’ travel offerings, suggest the following:

  1. Utilize personalized identification numbers. Cunard, the Valencia, CA-based cruise line, has used this tactic in the past in not just one, but two places on the address panel: once above the address line and the other in a separate box. The number links to the recipient’s account and ensures she stays active in the company’s reservation system.

  2. Engage prospects with customized content. In its quarterly newsletter sent to Mileage Plus members, United Airlines uses customer data to position information. The package includes detailed account summaries, region-specific offerings, and name personalization. It even showcases offers from other companies, based on members’ travel histories.

  3. Write different promotions for different audiences. With the rise of variable-data printing and email marketing, it’s possible for a copywriter to create a dozen different angles for essentially the same package. This is a great opportunity to leverage your work for higher fees … and it’s an equally great opportunity for your clients to leverage results.

  4. Know exactly who you are writing to. There are almost as many different kinds of trips as there are travelers. You have to know if you are trying to reach the luxury market, the bargain hunters, adventurers, foodies, eco-tourists … the list goes on. Each market segment has different values and different goals for their travels. Make sure you highlight the right benefits for your audience.

  5. Use the right kind of visual language. When it comes to writing the “picture” portion of a travel promotion, you have to use strong verbs, specific nouns, and meaningful adjectives. You also have to tailor your visual descriptions to your specific audience.

  6. Do your research. The more you understand about how customized mailings work, the better you will be able to serve the many clients in the travel industry who can take advantage of this kind of marketing.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

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Published: August 8, 2007

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