What Happened At Signature Travel Network’s Owners’ Meeting

Signature Travel Network’s Owners’ Meeting kicked off last week at La Costa Hotel and Resort in Carlsbad, Calif. with an optimistic tone as President and CEO Michelle Morgan reported a 20 to 40 percent increase in advance sales from Signature members over the same time last year.

During her address, Morgan announced four key initiatives for Signature in 2013:

1. Adopting Signature's new proprietary technology tools.
2. Partnering with preferred suppliers to grow already strong preferred sales.
3. Building a robust email-marketing list with higher percentages of permission.
4. Ensuring front line consultants provide rich information on clients' travel preferences and selections by utilizing Res Cards.

Signature’s new proprietary CRM tools include ClientLink, which allows agents to set up a series of triggered messages, customized for each traveler's unique experience; email enhancements, which will silently update client preferences and send triggered messages based on clicks; Facebook apps for Signature’s “Cruise” and “Land” search engines; Cruise Track, which notifies members of relevant cruise updates; and text search capabilities for member websites.

Signature also announced a new “Private Sale” program. This new sales and marketing platform, which will launch October 2012, will offer limited-time, hotel and resort offers, available exclusively through a Signature Travel Network consultant.

In addition to new programs, at the event Signature released its “State of the Market Survey,” which revealed the membership's perspective on current business trends, as well as a forecast of the industry's future, Signature reported. The survey highlighted the importance of group travel, with 26 percent of Signature members indicating that groups account for more than 25 percent of business and that 58 percent of members believe groups to be one of the greatest opportunities for the future.

Finally, Signature announced the winners of its “Bright Spot” Awards, the full list of which can be found here.

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