MYTRAVEL is
looking to develop joint promotional deals with tourist boards, attractions and
car-hire companies to build customer loyalty across its retail network.
The operator is
offering destinations and suppliers the chance to promote themselves to
MyTravel’s clients via in-flight TV or at various stages during their holiday.
“MyTravel caters
for 15 million clients a year. Where else can a tourist board get access to
that sort of market in one go?” said MyTravel charter tour operations and
distributions managing director Steve Endacott.
The deals would
see MyTravel shooting promotional videos for suppliers using the facilities put
together for its TV channel, which launches on Sky Digital next February.
In turn, MyTravel
will promote its distribution network of 700 shops and website, offering
targeted early-booking deals and incentives.
Endacott hit on
the idea after research among 4,600 holidaymakers by MyTravel revealed clients
returning from holiday were more likely to book their next break on return if
offered a deal. Results also showed UK clients were not destination-loyal but
would show loyalty to their operator and retailer if caught early enough.
“Customers coming
back from Spain, for example, might see in-flight promotions for Greece. We’d
offer them a discount on a holiday booked through Going Places. Tourist boards
love the idea because it’s easy to stimulate demand from a holiday-focused
audience,” said Endacott.
MyTravel will use
the same in-flight promotions to highlight its TV channel.
Outbound clients
will be shown films of excursion opportunities and car-hire adverts in a
further attempt to generate revenue in resort.
Suppliers are even
being offered the chance to sponsor services such as in-flight meals.