|Caption: Kowloon Waterfront, Hong Kong. From left to right: Pandora Wu (Tai Chi Master, in purple), Jackie Sathre (Allure by Polk CTM), Helen Gallagher (Destinations Unlimited), Heather O'Brian (Travel2), Linda Eyer (Highlands Ranch Travel), Emma Horne (Travel2), Ruth Daly (Hong Kong Tourism Board), Linda Ananea (Via Verde, Plaza Travel), Mark Punshon (Travel2), Shirley Tu (Macau Government Tourist Office), Tami Darhi (Willett Travel), Ruth Sneckner (Journeys Peak Travel), William Ng (Tai Chi Master) // Photo by Signature|
Signature Travel Network reports its focus on fostering long-term destination partnerships by developing strategic multi-touch consumer and trade campaigns in conjunction with destination and preferred supplier partners is paying off.
During the last three years, Signature says it has successfully provided existing destination partners with new marketing and training opportunities, as well as partnered with new destinations to increase sales.
Current partners include Australia, Hong Kong, Macau, Germany, South Africa, Switzerland and more. In addition to its international scope, Signature has also embraced more partners closer to home, including Vancouver, Alberta, Palm Springs and Hawaii.
To ensure each stakeholder benefits from the partnership, Signature uses a strategic approach in selecting its destination partners. The approach includes analyzing existing destination sales data and making sure the product fits for Signature clients, the group says.
In coordination with its partners, Signature reports it has developed many successful multi-touch campaigns over the last several years in order to drive sales for its travel consultants and increase destination awareness and agent engagement for its partners.
These campaigns include print and online consumer marketing, agent training both in person (at road shows and Signature’s Annual Sales Meeting) and digitally (via webinars and online resources), and through “Signature Educational Journeys.” Furthermore, Signature says tourism board will often work with a preferred Signature supplier to develop new product or exclusive offers to accompany a campaign.
For a third consecutive year, Signature is executing a campaign with Tourism Australia and its State Tourism Organizations. The 2013 campaign is building upon the success of the last two years, and includes print and online consumer marketing, as well as an educational opportunity in which 20 Signature travel consultants will be invited on an all-inclusive trip to Australia hosted by Signature’s preferred supplier partners. The partnership has resulted in double-digit growth year-over-year in sales to Australia, Signature says.
Signature also recently completed a sales and marketing campaign with the Hong Kong Tourism Board, Macau Government Tourist Office and China National Tourist Office. The campaign included a sales incentive in which Signature’s top selling travel consultants were able to experience Hong Kong, Macau and Shanghai firsthand.
Looking forward to 2014, Signature says it is committed to its existing partners and strongly believes long-term partnerships hold the key to not only building travel consultant engagement and consumer awareness, but also driving visitor numbers to the destination.
The network includes 214 member agencies with 414 retail locations throughout USA and Canada. Collectively, Signature members generate over $5 billion in annual travel sales.