Travel2 were having a problem with their independent travel agents who were tending to sell ‘flight only’ deals and not making the most of the lucrative hotel and excursion bookings which have higher margins for the tour operator. But because Travel2 don’t actually sell direct to customers, it was the travel agents that had to be relied upon to cross-sell these more ‘added value’ products.
The travel agent receives commission based on the margins Travel2
make on the overall booking. Therefore, based on the profile of each individual booking, we needed to illustrate to the travel agent the additional commission they could earn by cross selling specific hotels and excursions to customers who had booked flights only!
Bearing in mind that Travel2 don’t hold the customer data and the travel agent isn’t a marketer, we needed to achieve two objectives.
1. Communicate with the travel agent to illustrate the additional
commission they could potentially earn on a customer’s recent
booking by cross-selling hotel accommodation and excursions.
2. Create a communication that was personalised from the travel agent to the customer. The travel agent could then simply add name and address, send in the post and drive the customer back into the travel agent to make a further booking.