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Vacation.com Features Discretionary Income TargetingDecember 2, 2008 By: George Dooley
Vacation.com has enhanced the segmentation capabilities of its consumer marketing program, Engagement, so that now it intelligently targets customers with the discretionary income to travel. The move empowers agents' marketing efforts and is the latest enhancement to Vacation.com’s Engagement marketing program.
“This makes our Engagement promotions even more powerful, resulting in a stronger return for both our suppliers and our members,” said Vacation.com President and CEO Steve Tracas. “By determining which clients have the discretionary income to purchase luxury travel, our members can focus their marketing efforts with greater success, helping them prosper even during these difficult economic times.”
Since 2005, Vacation.com has led the industry with the use of household-level psychographic segmentation schema to target travelers for Engagement direct mail and e-mail promotions, helping members assign their clients into one of 30 naturally-occurring clusters to better understand their purchasing habits and lifestyle interests.
The latest enhancement combines those psychographics with new individual discretionary income analysis, empowering Vacation.com members to target consumers with both the interest and wherewithal to purchase Preferred Supplier products.
Vacation.com acquired the discretionary income determinates by partnering with financial data provider IXI. This public information allows Vacation.com to thoroughly source household income to identify the spending capacity of their members’ clients.
“Up until now, we knew the total income of households, but that was just scratching the surface,” said Jim Nathan, Vacation.com’s director of marketing. “Now we can take two similar households, both with total income of $150,000, and see that one has twice as much money for discretionary spending as the other, thus making it much more likely to purchase high-end travel products.”