一个在线代理商如何个人?澳大利亚的奢侈品逃脱了
byMaria Lisella/
Luxury Escapes’ (LE) travel advisors believe everyone deserves a great vacation.
Known as a tech success story Down Under, LE is one of the largest eCommerce, Australia-based businesses with operations across the globe, and has now opened up shop in the U.S.
This online travel agency may be changing the way travelers research, book and pay for travel by tapping into one of the oldest human needs: A sense of belonging.
Besides partnering with some of the world’s best-loved and best-known travel brands, LE engages a members-only base of more than two million clients, with more than half a million buying a Luxury Escapes product each year.
该策略背后的大脑是美洲负责人Le的Brice Gosnell。尽管他从事旅游行业已有20年的历史了 - 与Lonely Planet,Tripadvisor和United Airlines合作,仅举几例 - 他还领导着MTV,Warner Brothers,BBC和New New New Washer Media品牌的品牌宣传活动。约克时报。
Le在2013年在澳大利亚的一家弹出式商店开始了其品牌激活活动。预计将其开放两个星期,Gosnell感到惊讶。“我们最终呆了六个月,因为客户想与某人交谈。”
发现了这一点后,该公司收集了有关客户群将是谁的见解和数据,并直接与供应商一起开发了包裹,以创建完美的产品匹配。同时,Le的高管知道他们想成为一家电子商务业务,因此LE在数字技术上进行了大量投资,以确立其作为在线代理商的核心身份。
“Based on trends and previous buying patterns, we have curated LE packages to suit this profile, so what we are offering is what they already requested,” thereby taking some of the guesswork out of building a product line. That product line will soon expand to include flights and cruises, during the first quarter of 2020.
会员基础创造了品牌忠诚度
Gosnell says the membership-based aspect creates brand loyalty: “We know that 50% of our buyers are repeat purchasers and that trend keeps growing.”
为了基于这种观点,他说,LE很快将推出更多“……将来对重复用户的忠诚度选择”。
“我们与白金成员(每年购买四次以上旅行的人)发现的是,他们是品牌忠诚的,并充当我们的品牌大使。我们每年将其中的一群人聚集在一起,以供主持晚餐和旅行赠品,使他们有机会见面并分享他们的经验。”
Essentially, Gosnell says, “it’s about building a community of like-minded travelers, and it's often like a family reunion, despite the fact that most people had never met each other!”
Membership is free (clients only need to create an email account to receive daily deals) and the benefits allow access to view live pricing and options.
大约70%的销售额是在线完成的,由于该公司拥有全球业务,因此客户可以使用24/7的培训代理商来更改或进一步自定义假期。
我们有一个呼叫中心,配备了训练有素的代理商,我们的30%的客户利用了他们的旅行套餐 - 该线路在所有市场上开放24/7。我们其他70%的客户直接在线预订。
与实体测试
实体机构可以采用这种方法来实现面对面的销售吗?戈斯内尔说:“您必须投资于数字营销,有资源可以跟进社交媒体潜在客户,首先。”
他补充说,如果有人开设了一家在线弹出式商店,那么他们就必须花费大量时间才能仅在Google搜索中出现。
传统的代理商倾向于没有工作人员来处理这一点,因此他们最好的选择可能是与第三方合作,实验安排奢侈品逃脱现在正在与一个不愿透露姓名的机构在一个组成部分上尝试:亚洲的地面运输。该机构将可以使用奢侈品Escapes的产品,并通过每次预订获得佣金。
策展经验
Le雇用了20多名旅行专家,他们在世界上漫游和谈判专家专门为奢侈品逃脱成员而进行谈判。
“旅游管理者在合伙经理人build relationships with hotels and leverage their own travel expertise and other LE staff (such as myself) for consumer insight, strategic focus, and destination trending to identify which properties to visit and what we might be able to offer as inclusions,” he says.
同样,LE的Tours Team负责人通过直接与旅游运营商合作,建立了特定于LE的巡回演出。Gosnell说:“如果我们觉得现有的旅行将对我们的客户有效,我们将按原样出售,但具有额外的包含和最佳价格保证。”
Current vacation packages include skiing in the Swiss Alps; cycling through the sugar cane fields of Myanmar; and snorkeling where the rainforest meets the Great Barrier Reef in Australia.
奖励和成长
Gosnell recalls, “We launched in 2013 and we were awarded the fastest-growing startup under five years by the Australian Financial Review for putting the customer first in everything we do, giving them a VIP experience with every trip.”
Since then, the company’s growth has led to a headquarter office in the Americas based in San Francisco, California. In 2018, LE’s parent company, Lux Group, acquired travel businesses, Bon Voyage and Scoopon Travel, a move that fueled its $300 million annual revenue. LE was named first in the Australian Financial Review’s 2017 Fast Starters List.
Since LE has established its U.S. presence, it has doubled its membership and is reporting higher sales than previous years.