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Marketing Through Social Media Proving Highly Successful For Travelmanagers

March 25, 2015 Mobile travel consulting No Comments Email Email

DSC_0570Social media is a growing force in all fields of business, and one which is proving to be a natural fit for personal travel managers like TravelManagers’ Nicole Edgar, representative for Narre Warren South in Victoria.

Having completed the CLIA/ICCA “Master Cruise Consultant” accreditation a few years ago, Nicole already had some experience with marketing cruising to a unique target market or niche.

“The idea came to me of organising a ‘girls’ cruise’ – where mums, sisters or girlfriends could get away for a long weekend, which would be full of fun, socialising, dancing, drinking, pampering, dining, activities, entertainment and many laughs, and give us all a well-deserved break from being mums, housewives, house cleaners and from our careers”, she explains.


A celebration dinner aboard the Pacific Jewel was a highlight for one happy client and her friends


Once Edgar had selected a specific cruise to target – a three-night P&O cruise aboard the Pacific Jewel that departed from and arrived back to Melbourne and would only require a half-day off work for most clients – she created a Facebook event page and let her social media network get to work.

“I didn’t know what to expect at first – maybe eight to ten ladies to book?” says Edgar.  “I ‘tagged’ all of my female Facebook friends, and lots commented on the page, saying that they were interested, and what a great idea it was.  Then their own Facebook friends saw the post and their comments, and the news spread rapidly.”

In the end, Edgar received 25 bookings for her girls’ weekend cruise, 21 of which were from new customers.  For many, this was their first experience with cruising, and every single customer has indicated that they will be looking to cruise again, preferably through her.  In fact, many have even requested that she organise a similar experience next year.

“A lot of the girls commented that they would love their families to try out a cruise with them next time.

Although Edgar’s approach was innovative and pro-active, her clients agree that what set their holiday experience at a higher standard than usual was Edgar’s attention to detail and personalised service once the cruise was booked.

Personal touches included a special dinner organised by Edgar two weeks prior to the cruise to give the group a chance to meet beforehand.  Clients were given special goodie bags put together by Edgar that included a selection of toiletries, hand sanitiser, TravelManagers-branded lanyards and all of their documentation.

Because she joined the cruise herself, Edgar was also able to keep tabs on her clients and ensure that they were being well looked after. Three of her clients celebrated birthdays during the cruise, so Edgar flagged these birthdays in P&O’s reservation system.


What girls’ weekend would be complete without a lifeboat drill?

“They had balloons and personalised birthday signs stuck next to their cabin doors, they were offered a free zipline experience, they were serenaded over dinner by the wait staff, and they received a special birthday cake each,” she says.  “Each had no idea that all this was to happen, so it made their cruising experience all the more enjoyable, memorable, and made them all feel extra special.”

Michael Gazal, TravelManagers’ Executive General Manager, believes Edgar’s experiment shows just how successful the use of social media can be.

”This is a great example of a personal travel manager (PTM) having a proactive idea and using Facebook to implement it to huge success”, says Gazal.  “Social media is another way that PTMs can provide tailored offerings to their clients in quite a personal way, and the result speaks for itself.”

For Edgar, the way forward is clear.

“Organising this ‘group’ cruise was a first for me, and it was so successful, that I plan to make it an annual event.  Next time I’ll be taking advantage of the support of TravelManagers’ marketing, and I’ve got 24 happy clients who are now busy praising my service standards, attention to detail and friendliness to their own Facebook networks.”

For more information or to speak to someone confidentially about TravelManagers please contact Suzanne Laister on 1800 019 599.

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