总部事件:Avoya在其新的创新中心预览增长计划
byMarilee Crocker/
从加利福尼亚州圣马科斯的明亮,通风的新办公室开始,上周,阿沃亚旅行主管将他们在接下来的18个月的增长计划预览给供应伙伴,旅行顾问和媒体代表,他们正准备参加盛大的开幕式庆祝活动。firm’s new “innovation center.”
Avoya高管概述了三个总体目标 - 增加旅行者的需求;加快Avoya独立顾问网络的扩展,并扩大供应商访问Avoya的数字平台代理Power。他们的计划代表了2018年揭幕的七年Avoya 2025战略的第二阶段。
战略运营与合作伙伴关系高级副总裁阿什利·亨特(Ashley Hunter)在新办事处的巡回演出中说:“我们是一个非常饥饿和驱动的团体。”
吸引有经验的代理商
Avoya, which considers itself as much marketing agency and vacation platform as host agency, currently has 1,350 independent travel advisors in its network. Last year they generated $485 million in sales, 70% of that in cruise, which has always been its core offering, though initiatives are in place to grow land sales.
在过去的四年中,这家家族拥有的公司的网络规模几乎翻了一番。这种增长的大部分是由吸引行业新移民的战略推动的。高管说,阿沃亚将继续这一战略,但在未来几个月内,它也将重新集中在吸引经验丰富的旅行顾问上。
Avoya敢打赌,其专利的Live Leads™系统以及其技术及其营销所创造的效率将成为当前从事大部分自己营销的经验丰富的独立代理商的有力吸引力。
“We think there are players out there that might play for other teams that are going to be better suited to our model. We think we have a great way for them to supplement their business,” co-president Jeff Anderson said.
Driving demand
安德森说,产生消费者需求的能力是阿沃亚最大的资产之一,该公司计划在这方面做更多的事情,尽管细节很少。
Recent gains include the relaunch of Avoya’s consumer site, AvoyaTravel.com, with improved navigation and search functionality and enriched product and destination content.
更多的个性化和更大的实时与消费者互动的能力,包括通过行为触发的电子邮件提供为单个搜索量身定制的信息,这是关键。“我们拥有整个[客户]旅程中的技术,使我们能够根据他们感兴趣的东西自动化和个性化并与他们联系,”营销高级副总裁Sam McCully说。
Looking ahead, Avoya plans to ramp up opportunities for its supplier partners to reach “high-intent travelers” and “high-performing” agencies simultaneously. “Our focus is on offering new inventory, new placements, new ways for supplier partners within our platform to reach and have more brand share voice with travelers and sellers,” McCully said.
Marketing and branding capabilities for agents also will be expanded, including through direct mail, premium magazines and merchandising opportunities.
In the shorter term, Avoya said it will roll out a commission incentive plan in coming weeks, in part to drive sales during a potentially soft election year.
供应商更开放的合作伙伴
The other big drive for Avoya over the next 18 months will be giving suppliers more direct access to Avoya agents through Agent Power. “The goal is for it to be a digital environment where suppliers and independent agents can talk to one another and share information through our technology,” Hunter said. “It’s really about creating efficiencies, data collaboration and communication.”
Last year Avoya expanded reporting capabilities for its supplier partners, giving them more detailed data on their performance and how Avoya customers are grading them. Going forward, the company plans to provide suppliers with more insights into Avoya agencies, including identifying top producers, who’s currently taking supplier leads, who might be interested in hosting a cruise night, etc.
The shift is significant, Anderson suggested, He said that in the past Avoya had been “very closed off” with suppliers. “We want to be more of an open partner.”
为合作设计的新挖掘
Being an open partner is consistent with Avoya’s emphasis on teamwork and cooperation, a focus that’s reflected in the company’s new office space.
Spread over two floors, Avoya’s new 20,000-square foot home is designed around flexible, open workspaces. Glass-walled meeting rooms, aka “collaboration rooms,” are sprinkled throughout to facilitate impromptu meetings among the 100+ onsite employees.
摄像机和屏幕无处不在,以鼓励Avoya的团队与50多名远程员工,独立的代理商和供应商举行视频聊天和直播会议。安德森说,这项“视频优先”技术已经创造了更多的能源和参与电话会议。
对于现场员工,有很多便利设施,包括可调节的静坐桌子和私人电话摊位,以及游戏室,放松室,健身房通道以及开放式零食和优质咖啡的开放咖啡区。