Steve Smith, digital managing editor for Min, reports that, in a rough year, The Travel Group’s Luxury Travel Advisor and Travel Agent magazines were able to finish strong with increased ad pages— Luxury Travel Advisor (+.89 percent) and Travel Agent (+21.25 percent)— and revenue growth of 27 percent from the first half of the year.
“Market share success came by bringing marketers a full portfolio of assets— print, events, and online products,” states John McMahon, vice president/group publisher for The Travel Group.
The integration of these three channels, as explained by McMahon, results in high accountability, which is exactly what marketers demand. The article highlights one of The Travel Group’s recent promotions, encouraging travel agents to book travel to Las Vegas by using an American Express Card. The success of the campaign, 900 transactions and $650,000 in revenue, is attributed to that strong integration of The Travel Group’s event, print and online media.
Smith states that “accountability, ROI and attribution will be the sales catchphrases for 2010 and the online piece becomes a kind of meter of ROI for other platforms.” With the proven success of its integrated campaigns, The Travel Group is clearly getting it right and is a leader in the future of travel media.