Underscoring the importance of group sales, Signature Travel Network reports the launch of a groups microsite specifically to capitalize on the group market. The microsite is customized for each member agency with their brand and messaging. It is also available directly from their consumer websites, Signature says.
Signature surveyed their member/owners and found that 82 percent of members cited "group travel" as one of the most valuable market segments to exploit. Following the survey, Signature's Marketing Committee (comprising a cross-section of the membership) recommended Signature develop a professional landing page that could be integrated into members' websites to proactively promote group travel, Signature says.
The groups microsite highlights the many facets of group travel and touts the members' expertise in all aspects of this valuable segment. An integral part of the site provides for a "group request form" that is sent to a designated individual within the company to action.
"Groups are almost 40 percent of my total business," says Tom Baker, co-owner, CruiseCenter of Houston, "The multi-generational market is growing and families want to know what value they can get from a travel professional, understand the ease of booking multiple cabins, and have a simple fact sheet outlining those benefits. Signature Travel Network's new microsite fits that bill perfectly."
Phil Swartz, owner, Holiday Cruises and Tours of Tallahassee, adds, "Close to half of our business is from groups of all sizes and shapes. Groups are a very profitable segment and the new Signature groups microsite will be very useful in reaching out to and acquiring new groups."
The groups microsite is the most recent of Signature's efforts to develop marketing tools to aid their members to boost sales, Signature reports.
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