Transcript Document
Newest approach for
Successful Travel Marketing
and
Overview of Ensemble Travel
TM
Formerly known as GIANTS
Ensemble Travel is an international
organization of more than 1,400 travel
agencies in the U.S. and Canada.
Ensemble has 15% of the market in
Canada - the largest travel organization
north of the border
The Ensemble Travel membership serves
a wide variety of leisure travel clients retail agencies, online companies, and
home agent organizations
Overview of Ensemble Travel
TM
International scope = U.S. and
Canada strengths
Large organization =
economies of scale
"Personal organization" for members
Only true, national member-owned
organization
NOT-for-Profit status of Ensemble
benefits members
We work for our members, not for
our bottom line !
Overview of Ensemble Travel
TM
Key benefits:
Flexible, proven marketing
programs with great value
Technology solutions includes
web sites for members and
members' clients
Great preferred supplier partners
that truly help you sell
Training, networking, education
Members have a say in their
future !
Summary: Product Development
Rich family of exclusive products for ATC
agents
Exclusive cruise programs: up to 1000
special cruises at any point in time
Hosted cruises: 350+/year
Special amenities included
Amenity cruises: 500+/year
Special cruise programs: 100+/year
(i.e.: RCI, Celebrity)
Group dates on HAL, Princess,
Seabourn, Windstar: 300+/year
Sales, last-minute exclusives, etc.
Summary: Product Development
Use these for pre- and post-stays for
cruises or tours ...
Ensemble Hotel & Resort Collection
200+ worldwide deluxe properties -
with exclusive amenities for your
clients
Private Label Villas & Vacation Homes
Hundreds of choices
25 Ensemble On Location Specialists -
& growing!
Destination specialists
Major Benefits of Membership
Best value Marketing program available from any
consortium
"Virtuoso" quality mailings available to you
At a fraction of the cost
Up to 15 + mailings during each year
all for potentially as little as $3.00 per client
for the entire year
Database Intelligence helps ensure your clients get
appropriate mailings
Don't know much about your client?
Would you like to know what appeals most to your
client?
Cohorts applies "purchasing behavior" comparisons
to your clients
Major Benefits of Membership
Training
WebEx: 30+ per year (key suppliers and important
Ensemble programs)
ATC conference calls
Ensemble training materials on your ATC agent's
site
Ensemble Frontline Forums (Regionals) in Q1 -
west, mid-west, and east
Ensemble Front Line Agent Trainings
Tentative: 20-30 city-wide training in December on
2006 products & programs for front line agents
Annual International Conference
in Anaheim this October
Major Benefits of Membership
Technology
New user-friendly, content-rich extranet site (for
ATC agents) that has details about all Ensemble
programs
Rich content site with 1000+ offers is available for
your own E-suites site provided by ATC
Preferred CRUISE
Suppliers
Celebrity Cruises
Radisson Seven Seas
Clipper Cruise Line
Royal Caribbean Intl
Crystal Cruises
Seabourn Cruise Line
Cunard Line
SeaDream Yacht Club
Disney Cruise Line
Silversea Cruises
Holland America Line
Star Clippers
Norwegian Cruise Line
Uniworld
Oceania Cruises
Viking River Cruises
Orient Cruise Line
Windstar
Princess Cruises
Preferred LAND
Suppliers
Abercrombie &
Kent
African Travel
American Orient
Express
Brewster
Classic Custom
Vacations
Club Med
General Tours/TBI
Tours
Globus/Cosmos
GOGO Worldwide
Vacations
Intrav/Clipper Lines
Pacific Delight
Qantas Vacations
Rail Europe Group
(Avanti, DER, Rail
Europe)
Runaway Tours
Sports Empire
Swain
Tauck World
Discovery
Travel Bound
Back by Popular Demand
Printed Preferred
Supplier Guide
Has Suppliers-At-A-
Glance info
All supplier info is
on our Ensemble
extranet site (which
is linked onto ATC's
site)
Or purchase these
books through ATC
at ~ $4.50
The Ensemble Travel
Cruise Program
A Critical Component of YOUR
Leisure Travel Sales
Overview
What is the Ensemble cruise program
Core components
How to include it in your marketing
strategy
How to book it
Ensemble Travel Cruise Program
Comprehensive program of cruise departures
Negotiated at Ensemble Travel headquarters
Contracted at Ensemble Travel headquarters
Open to all marketing member agencies with
no upfront deposit required
All include added-value benefit(s) for your
clients
Cruise Product Mix
Includes a mix of:
Luxury cruises
Premium cruises
Mass-market cruises
Worldwide itineraries/destinations
Cruise Program Destination Mix
Europe
27%
Asia
5%
Caribbean
17%
River Cruises
5%
Alaska
15%
South America 3%
South Pacific 10%
Mexico
3%
Panama Canal 7%
Other
7%
Question:
During the year -- approximately how
many Ensemble Travel value-added
cruises are available for you to sell?
1. 2000
2. 400
3.
50
4. 900
Answer:
The Ensemble Travel Cruise Program provides
exclusive selling opportunities on more than
900 sailings throughout the year, with
competitive pricing & added value for both
independent & group clients.
The key to your success is to make it
the foundation of your marketing plan
and to use it as Your Selling Advantage!
Cruise Program Core Components
Ensemble Hosted Cruises
Ensemble Amenity Cruises
Ensemble Special Price/Commission
Programs
Opportunistic Promotional Cruises
Cruise Program Partners
LUXURY
Hosted
Cruises
Amenity
Cruises
Special
Cruise
Program
Group
Rates
Earn
TC
# of 2005
Exclusive
Departures
Crystal
76
Cunard
30
RSSC
141
Seabourn
31
Silversea
49
Windstar
40
PREMIUM
Celebrity
100+
HALW
94
Princess
193
MASS MARKET
RCI
100+
Client Benefits of Hosted Cruises
Services of Ensemble Travel onboard Host
Host represents each individual Ensemble
Travel agent with clients onboard
These are Ensemble Travel agency owners
All sign non-solicitation waiver
Welcome letter personalized on behalf of
booking agent, delivered to guest cabin
Personal phone call introduction from host
Invitation to private cocktail party
Client Benefits of Hosted Cruises (cont.)
Complimentary ENSEMBLE Experience shore event
Custom-designed shore excursion presented
as a gift from you
Emphasis on up-close personal & cultural
encounters
Takes place in one port during the cruise
Private-labeled with a value of $75 - $350 per
person
Handled through well-respected independent
tour operators
Hosted Cruise Client Testimonials
Crystal Symphony, Jul 7, 2002, St. Petersburg
Yusupov Palace Gala Evening
"The dinner/concert at the Palace was
fantastic. It far exceeded my expectations.
Every part of the evening was
outstanding. Don't change it."
"Fabulous! One of the best events I've
ever been to while on vacation!"
Queen Elizabeth 2, Feb 14, 2004, Melbourne
A Day on a Private Homestead
"How do you describe a perfect day? The
experience proved fascinating. The
hospitality...was so spectacular, it can
never pass from our memories. I feel we
really visited Australia in a way few
tourists do."
Client Benefits of Amenity Cruises
Added-value amenity on every departure
Shipboard credits
Pre-paid gratuities
Spa credits
Gift items
Hosted & Amenity Cruise Program Benefits for You
Amenities positioned as gifts from you
Utilize lead time for promoting & selling
Use amenities as tools to close the sale for
one booking or multiple bookings
Convince friends to join your clients!
You can earn your own tour conductor
without setting up your own group
Group rate pricing with some cruise lines
Ensemble Travel Special Cruise Programs
Holland America exclusive products in 2005
7 Rotterdam Panama Canal cruises in Q1 & 2
All featured:
Group pricing (35-40% or more off)
17% commission at booking
1 for 12 tour conductor
$50 per person shipboard credit
Ensemble Travel Special Cruise Programs
Holland America NEW exclusive products in 2005
12 Volendam & 10 Veendam Alaska cruises
12 Volendam Alaska cruise-tours (tour # 3)
6 Rotterdam & 5 Westerdam Europe cruises
5 Zaandam fall Panama Canal cruises
All feature
Group pricing
16% commission at booking
1 for 10/12 tour conductor
Complimentary bottle of wine
Must be booked with applicable group number
Ensemble Travel Special Cruise Programs
RCI & Celebrity EZN program in 2005
RCI: ~ 40 sailings (plus 14 in 2006)
Celebrity: ~ 40 sailings (plus 5 in 2006)
All feature
Locked in group pricing, no upfront deposit
Valid to 60 days prior
Opportunity to earn individual tour conductors
Must be booked with EZN code
Ensemble Travel Special Cruise Programs
RCI 2-category upgrade program in 2005
25-50 sailings in each quarter of 2005
Must book 2 quarters previous to sail date
Upgrade assigned within same
accommodation type
Based on availability
No code necessary
1st quarter dates (06) to be announced with
an July 1 - September 30 booking window
Opportunistic Promotional Cruises
Limited-time offers with booking windows
Usually rate/offer driven featuring strong
savings message & call to action
Often timed around direct mail catalog,
campaigns or target mailings
All cruise partners participate throughout the
year
Examples
Oceania Caribbean mailing with Tiffany gift
certificate as added-value amenity
SeaDream catalog offers with shipboard credits
RCI consumer e-mail with special gift
Ensemble Travel Cruise Program
Your Responsibilities
Familiarize yourself with all programs
www.ensembledirect.com Extranet
Located on www.tvl2000.com
Cruise details display
Cruise calendar display
Question?
For another Starbucks $10 card ...
Name the 4 types of
cruise programs
that are included in the
Ensemble Travel Cruise Program
We'll "spill the beans" here ...
The CORRECT answer is:
Ensemble Hosted Cruises
Ensemble Amenity Cruises
Ensemble Special Price/Commission
Programs
Opportunistic Promotional Cruises
Ensemble Travel Extranet
Cruise Search & Cruise Calendar
Find this on www.tvl2000.com
Be sure to sign up for your
Ensemble user name and
password ... through ATC
Updated Offer Details Page (1 of 2) - Consumer View
Updated Offer Details Page (2 of 2) - Agent View
New Cruise Calendar
Ensemble Travel Cruise Program
Your Responsibilities
Tell your clients about benefits they will
receive & tell them why!
ATC is a member of a strong organization of
professional agencies with the buying power
to offer the best programs
Follow booking instructions
You must enroll your clients for the
complimentary Ensemble Experience & let
them know about it
You must submit the appropriate redemption
forms for designated gift items
You must book against the correct
booking codes
Using & Marketing the Cruise Programs
Understand the value proposition & how
to present it to clients
Use the www.ensembledirect.com cruise
search as your first point of reference
Position amenities for maximum
recognition & loyalty
Our gift to you
Provided with our compliments to thank
you for your business ...
... "and to tell your friends"
Using & Marketing the Cruise Programs
Participate in an Ensemble Travel marketing
plan & maintain a healthy database
Opportunity for inclusion in target mailings, often
with a time-sensitive added benefit
Opportunity for prospecting for new customers
Using & Marketing the Cruise Programs
Steer your small affinity groups toward
hosted cruises
Won’t need to set up own group space
May even earn tour conductor
Steer singles toward hosted cruises
Can play up comfort level & camaraderie
Understand the value proposition.
Make sure your clients are aware of the
amenities they receive by
booking with you.
Booking 2005 Hosted & Amenity
Cruises
Supplier
Crystal Cruises
Type of Rate
Retail Offers
Hosted Cruises
Yes, World Cruise, plus 40 designated cruises
Booking Code?
Yes, G304 must be used to identify you as eligible for
Ensemble Experience & pre-paid gratuities
Forms?
Yes, required for Ensemble Experience sign-up
Amenity Cruises
Yes, all non-value collection cruises
Booking Code?
Yes, G303 must be used to identify you as eligible for prepaid gratuities
Forms?
No, pre-paid gratuities automatically applied to booking
Hold own Group Space & get
Ensemble amenities?
No, cannot receive Ensemble Travel amenities for bookings
in your own separate group
Earn TC?
ONLY for bookings in Ensemble Travel group G303, G304
Combine w/Promos?
Some, when designated by supplier (never with special fare
codes GHAK, GHCB & GHMX)
Earn Higher Commission?
No, standard commissions apply for 2005
Notes
Forms must be submitted to Ensemble Travel HDQ in order
for your clients to be included in the Ensemble Experience
Ensemble Travel Cruise Program
in a Nutshell
The Ensemble Travel Cruise
Program was created to provide
you with Exclusive Selling
Opportunities that will set you
apart from your competition in the
eyes of your clients ... And will
keep them coming back to you.
TM
ENSEMBLE
On Location
Your In-Destination Specialists
Why do we have these suppliers?
Ensemble On Location specialists gives
you an opportunity to:
Differentiate yourself from the competition by
packaging an enriched vacation experience
Positions you as an "expert" who can
provide specialized experiences not easily
found via other channels
Create exceptional vacation experiences for
clients to create loyalty & retention
Puts focus on the value of experience vs.
price
Earn additional $$ on every booking you can
&.. The best part..
The experts do all the work
You look like a hero
Net rates or commission rates - your choice
Destinations to Date
North America
Alaska
Canada
New York
Caribbean & Mexico
St. Lucia
Jamaica
Mexico
Africa & Asia
Africa
India
Israel
Thailand
Cambodia
Viet Nam
Burma
Europe
The UK
Ireland
France
Benelux
Italy
Spain & Portugal
Greece
Russia
Worldwide
Fishing International
International Port
Services
What do they offer?
Alaska Unusual
Alaska & Pacific Northwest specialists
Flying safaris into Alaska's back country
Fly fishing trips
Fishing lodges (two in Hotel Collection!)
Yacht charters
Inns & homes on San Juan Islands
Private cruise ship excursions
Entrée Canada
Customized land vacations across Canada
Can do rail, activities, ski, golf, wilderness vacations
Will make dining & spa reservations
Private sight seeing trips
Discover New York with Kitt Garrett
150 private ways to explore New York, transfers, hotel reservations,
dinner cruises, helicopter tours in a single itinerary packaged for your
clients
Plus children & spouse packages:
art, culture, theater, history, shopping
What do they offer?
St. Lucia - Barefoot Holidays
Weddings & honeymoons
Turtle watching, casino trips, scuba & snorkeling, sunset cruises
Excursions to Barbados or Antigua
Destination management & incentive groups
Jamaica- Glamour Tours
Weddings - marriage license, church
Event tickets - fishing tournaments, music, golf, dance
Excursions - waterfalls, rum distilleries, snorkeling
History - great house & plantation tours
Airport meet & greet; private transportation
Mexico - Expomarketing
Airport meet & greet; transfers with bilingual
drivers, Sightseeing tours & excursions
Incentives & meetings
What do they offer?
UK - Noteworthy Events
Highly custom-designed programs & excursions
FIT & small groups; corporate or incentive groups
Spouse tours, art tours, castle visits, golf
Access to exclusive venues & events
Elegant Ireland
Access to homes & gardens not open to the general public
Castle rentals
Incentive, corporate events
Garden, art, golf (including tee time reservations at world-renowned
courses) or other special interest groups.
Paris & French Riviera - First Limousine
Chauffeur driven services with bilingual driver/guides
ITB Amsterdam
Destination management services for tailor-made
arrangements in Holland, Belgium &
Luxembourg.
What do they offer?
Sophisticated Italy
Customized FIT itinerary planning
Private car services: Italian peninsula & Sicily
Shore excursions
Excursions & activities: cooking classes, art & architecture,
shopping, food/wine, Carnivale in Venice, the Palio in Siena, the
Monza Grand Prix
Made for Spain
Highly-personalized service for sophisticated for FITs
Excursions & tours: shopping, architecture, food/wine, walking,
biking
Spanish & Flamenco lessons
Shore excursions
Access to Spanish people
Special email address: ensemble@madeforspain
Spain & Portugal - Valesa Cultural Services
Access to unusual venues, private art collections
Special interest & educational tours: art, wine, architecture,
gardens
Excursions: Balearic Islands, UNESCO sites
Shore excursions
What do they offer?
Greece A La Carte
Transfers; private tours
Tour series groups & special interested tours
Incentive groups
Russia - Esperance Travel Agency
Luxurious transportation
Private shore excursions
Special interest tours, private entrances to palaces & museums
South Africa - Travel Beyond
Wilderness safaris, game lodges & camps in Kenya, Tanzania, Botswana,
Malawi, Namibia, Zimbabwe, Zambia & South Africa
Will tailor services for any budget
India - Zutshi Travel Services
Tailor-made itineraries throughout India
Excursions to Sri Lanka, Agra & Taj Mahal, Jaipur, etc.
What do they offer?
Asia Desk
Customized FITs for SE Asia
Emphasis on cultural experiences
Thailand, Burma, Viet Nam
Cambodia, Laos, Bali
Fishing International
World-wide fishing experts
All-inclusive tours
International Port Services
World-wide luggage pick up & delivery service to
hotels or cruise lines
The 2005
™
ENSEMBLE
Hotel & Resort
Collection
With Benefits Just for You!
Overview
Worldwide collection of over 200 4- & 5-star
properties
Value-added benefits for your clients....from
you!
Competitive hotel rates
Perfect for:
Pre/Post cruise stays
Booking properties not offered by our
wholesalers
Weekend getaways
Special occasions
Extensions to business trips
Benefits that are FREE to your clients
The Ensemble™ Exclusive:
Featuring amenities such as:
Daily breakfast
Afternoon tea
Spa or resort credits
As available:
Upgraded room at check-in
Early check-in
Late check-out
Our collective strength benefits you.
The more you support our preferred hotel
relationships, the more we are able to
negotiate better amenities on your behalf
& most importantly...
Tips for booking hotels
Hotels may be contacted by phone or email
View hotel info on their websites
Use alternate booking instructions
(phone/fax) from the Ensemble extranet web
site page
Be sure to identify yourself as an Ensemble
Travel member agent when making a
reservation!
This will ensure that your client receives the
appropriate ENSEMBLE™ Exclusive
The Directory
All of these properties are
online on the Ensemble
Travel agents website
You have the opportunity to
purchase copies at $3.50
each, plus shipping &
handling, for your own
distribution to clients
The Future
Increased usage of this program with
each & every hotel must be shown:
To retain support of the participating
hotels
To grow the number of hotels
To improve & upgrade the exclusive
amenities
Why a Villa & Vacation Home Product?
Provide a central, worldwide resource for
this lucrative product
Creative lucrative options designed to
strengthen agent/client relationships
Ensemble™ Exclusives
A 100-minute prepaid international telephone
card
Valued at $50
Very useful in a villa with restricted phone line
"Concierge" service available with every
booking:
Personalized meet & greet
Premium car rentals & limousine service
Private villa chef
Arrival provisioning
Nanny service
Golf tee times
Dinner reservations at top restaurants
Custom excursions & more
How to find the Villa information
Villa tab:
Member-only Extranet
www.ensembledirect.com
This link is also on www.tvl2000.com
Ensemble Travel consumer merchandising
site
www.ensembletravel.com
Your agency's Client Site (provided as part
of ATC's E-suites
How to make a booking
Call any of the villa reservation specialists at the
dedicated Ensemble Travel toll free line:
888-305-1152
The line is answered "Ensemble Villas & Vacation
Homes
You are really reaching Villas of Distinction, a
company owned by Creative Leisure
Always identify yourself as an Ensemble Travel
member
A 3% handling fee is added if a credit card is used.
We suggest you include this in a client service fee
For agency checks there is no charge
Commissions
Villas:
For the majority of the villas: 12%
commission
Can vary upward depending on the exact villa
Other services
Air Component (tour operator fares)
12%
Published Fares (UA & Alaska Airlines) 10%
Published Fares (other airlines) up to
Hawaii Pre-Booked Activities
Car Rental
5%
10%
12%
Question?
What are the 2 Ensemble
Exclusives
that are available with every
ENSEMBLE Villas & Vacation
Homes booking ?
"Spill the Beans" answer
Did you win a trip to Starbucks?
Your answer should be:
A 100-minute prepaid international telephone
card
"Concierge" service available with every
booking
The Ensemble Travel
Web Sites
3 key web tools for ATC agents
Agents Extranet
Client Sites
Passport Online E-Marketing
Tool
Extranet
Central source for Ensemble Travel
information
www.ensembledirect.com
Find this on www.tvl2000.com
Be sure to sign up for your
Ensemble user name and
password ... through ATC
Extranet's Latest Updates
New Features
Improved Agent Detail Displays
New Cruise Calendar
Updated Offer Displays
Includes Excursion Descriptions
Online Customer Enrollment - Excursions
Hotel Search improved
Improved Organization of Agent News
Extranet Tour
Homepage
This Week's News
Time sensitive promotions & announcements
Vacation Search
Cruise & Land Vacations
Search by:
»
»
»
»
»
»
Offer ID#
Supplier
Ship
Embarkation Date
Destination
& Special Interest
Extranet Tour (cont.)
Rewards & Incentives
Extra commissions, client
discounts, & fam trips
Ensemble Central
Corporate News, Events & Sales
Aids (logos)
Corporate Staff Directories
Sales & Marketing
Special Ensemble & Supplier
Campaigns
Extranet Tour (cont.)
Vacation Offers
Cruise Vacations
Quick Cruise Search
» Ability to Search for Cruise Vacations
» Vacation Details & Booking
Instructions
Cruise Calendar Search
Land Vacations
Quick Land Search
Extranet Tour (cont.)
On Location
Specialists "On Location" at vacation
destinations who can see to your clients
special or unique requests
Hotels
Amenity driven program consisting of 4 &
5 star properties
Hotel Search & detailed booking
instructions
Extranet Tour (cont.)
Villas
Resorts & vacation homes for those who
prefer something other than a traditional hotel
Ensemble extras include "Exclusive
Concierge" services & an exclusive gift
Suppliers
Online version of Supplier Guidebook
Time sensitive supplier specials
Supplier quick reference guide
New Cruise Calendar
Find this on www.tvl2000.com
Be sure to sign up for your
Ensemble user name and
password ... through ATC
Ensemble Hosted Web Sites for
ATC agents
Tools for marketing to your
customers
Provided by ATC for your own
E-suite site
Ensemble Hosted Web Sites for
ATC agents
Your clients will be able to link
directly to the ATC-branded
Ensemble website via this link
on your E-suites site
Addressing Your Needs...
Client Sites:
Generates Sales Leads
Generates a Consumer Web Presence
24/7 Selling Tool
Customize look to your identity with ATC
Channel to Promote your Agency Events
Generates Additional Sales Volume
Agency Benefits
Professional Site for Ensemble Travel
Members
Client Access to Ensemble Exclusive
Offers
Generates New Leads
Offer Content Provided by Ensemble Travel
Ensemble Offers maintained by Ensemble's
dedicated staff.
Allows Agencies to Web Market their own
Custom Offers
Saves you time & effort
Use as main site or link
New Features for "Client Sites"
Improved Offer Displays
Ship & Supplier Search for Offers
Deck Plans for Cruise Ships
E-Marketing
An additional tool for
directing more traffic to your
E-suites Site
Passport Online
Thousands of leisure travel offers that supplement
the Ensemble Exclusive offerings:
VacationPORT - consumer view
VacationPORT - agent view
Quick Search
Marketing Tools
Create a new email
Previous Emails/Emails in Progress
Email Library
Your Offer Clipboard
Email Activity Summary
Create your own E-Marketing Emails
Find this on the Ensemble extranet
which you can enter off of the link
on the ATC extranet site
(www.tvl2000.com)
Tips to Sell By
The 2005
Ensemble Travel
Marketing
Program
2005 Ensemble Member Marketing Plan
Comprehensive plan for cruise & tour
Includes direct marketing & e-marketing
tactics for major programs
Lifestyle coding via database
segmentation
The potential for e-mail address collection
Target mailings to qualified clients
Goal # 1 for Marketing
Give you the richness of PROGRAMS and
flexibility you need to reach all types of
clients in a year's time
"Make it easy for me!"
... Wait till you see what you can mail
out to your clients!
Goal # 2
Increase the effectiveness & reach of
marketing mail pieces:
“Make the phones ring!”
Ensemble will do its part, and you
need to follow through!
Goal # 3
Bring you new potential clients
Why?
Because if you're not growing,
you're shrinking !
... there is no such thing as
"staying the same."
Savvy agents who understand
marketing and who use the program
offered by Ensemble Travel ...
have achieved response lifts
from
20% to 300%
Ensemble Vacations Catalog
2005: Sept
2006: January, May, & September
Goals:
• Increase sales
• Keeps your agency top-of-mind with your clients
• Gives you a tool - at a very low cost - that
reinforces your agency's image as one of the best
• Exclusives set you apart from the competition
Provide Themed
• For instance, "Sun on
Sale"
• Comes out in October
2005
• Increase late Q4 and Q1
bookings for next year
• Direct mail piece
• and/or Email
Campaigns
Themed Direct Mailers
February/March
Increase sales for Spring/Summer
Direct mail piece
You can purchase copies of these for clients
at $1.25 each (minimum of 50)
Email tie-ins
Continue the Success Stories
~ 36 solo supplier mailings
Upscale Luxury Newsletter
May: Land/Cruise
Oct: Luxury Cruising
Versions for target COHORTS
Vacation Influencer for
Upscale Clients:
#1: Family & Friends
#2: Editorial
ENSEMBLE Hotel & Resort Collection
• Exclusive client benefits/amenities at 225 hotels
worldwide
• But copies for your top clients
Weekly Emails Sent for your Customization
Ensemble sends out
themed emails that you
can send to clients every
two weeks
All major programs
& campaigns have a
coordinating email
Ensemble sends this
email to you directly then you can easily
customize it from your
agency and send it out
Goal # 4: "Spot On" Targeting of Your Clients
Targeting the right message to the right
person increases the likelihood of a sale
People love to be recognized
Treat your customers like
individuals
One-to-one marketing
Market to your clients by affinity group
Like-minded individuals like to travel
Build customer loyalty
"My travel agent knows who I am!!"
Make sure that you provide an accurate
profile of each client you put in your
mailing database
TIPS for Marketing - your own mailings
You may send marketing mailings to your clients
through ATC for $1.00 a name (not customized for you,
but with America's Travel Companies on it). Send in
names to ATC before July 13th for this fall ... Or if you
want it customized with your agency name & address ...
You may send out your own customized mailings in
2006.
You will work directly with Ensemble and will need to fill
out an application. The cost is $225 (the database
maintenance fee good for 12 months) plus $3.00 per
client name you provide to Ensemble.
There is a minimum of 100 names needed in your
database at this same $3 per year
Your total cost for 2006 with 100 names and your own
personalization will be $525 - more names, add $3 per
name
Is this a GOOD Deal ?
You are being offered an excellent price,
thanks to ATC! If you were a small ARCapproved agency member of Ensemble, you
would be required to provide a minimum of
500 names per year. This would require
spending a minimum of $2,625 per year!
Is this a great value ? Definitely! We haven't
found anyone yet who can create even one
16+ page 4-color mailing and mail it for as
little as $3.00 per client (at this number of
copies)!
More TIPS for Marketing
Follow these next points for the various
types of mailing pieces that Ensemble
provides to build up your sales ...
Ensemble Vacations Catalog
TIPS
1. Catalog can be
customized to
individual agent with
only 100 names
2. Choose 3 clients a
day to call, look
them up in your db
and suggest
vacations that are of
particular interest to
them
2005 ENSEMBLE Vacations Jan / May / Sept
Jan:
Family Section
May:
Holiday Vacations
May & Sept:
Sweepstakes - snail mail to email
3. Send postcards
out in advance -you should be
receiving shortly...
Rating the Results
September 27, 2004:
“My clients received their brochures on Friday,
September 24. My first caller wanted to book
two trips – an A&K to Egypt & a Viking Cruise
in China for a family of 4! ...
Today’s call was for the QM2 – we booked it for
February!”
Judy White
Wilton Travel
36 Target Mailings
TIPS:
1. Make sure you
know what has been
sent & who received
it.
2. Follow up with a
phone call to key
clients that receive
this mailing.
Target Mailing: Sun On Sale Campaign
1.
•Direct Mail
•Flyers
•E-Flyers
•Postcards
•Posters
•Press Release
•Sales Guide
TIPS:
Start collecting a list of
potential clients for this
piece now! 50 samples
will be in your kit.
2.
Follow mailer with a
postcard one week
later.
3.
Order the whole Sunon-Sale kit for just $99
and use it to follow up
with clients like you
never have before!
Target Mailing: Luxury Piece
New Format in May &
October 2005
More Editorial,
Personalized "Newsletter"
TIPS:
1. Order extra copies
for key clients & for
your own mailings
2. Advertise this piece
on your website
3. Use individual
articles on your website
4. You may order
copies of this to
distribute to your
clients at $2.00 each
(minimum 50)
May & October
ENSEMBLE Hotel & Resort
Collection
TIPS: When to use
• For pre- or post-trip
• For business trip extension
• For drive or getaway weekend
• With FF tickets
ALWAYS:
• Identify yourself as an
Ensemble Travel member
agent!!!!
• Always request the
amenity
• Follow up reservation
with an email or call to the
contact
TIPS: How to use:
1. Order extra copies for key
clients or to mail
2. Advertise on your website
3. Use as a thank you for client
returning from a trip
4. Cross sell leisure to corporate
clients
36 Target Mailings
TIPS:
1. For next year,
consider doing your
own customized
mailings!
2. You will work
directly with us
3. pay a $225
database fee and
have a minimum of
100 names - at $3.00
In Summary
1. Keep what works, but make it work harder
2. Profile customers to create more targeted direct
marketing
3. Grow email database
For those who prefer as a channel
To prospect new clients
4. Take advantage of your new consortium to
increase your credibility as an expert travel
professional
5. Be involved in your future!
6. Come to Ensemble's Conference!
for becoming a member of
Ensemble Travel ...
We look forward to working
with you in the rest of 2005 and
beyond !