Advantage is to refocus its marketing on existing customers after a survey of 30 members revealed that just 20% of their business was from repeat customers.
Of new customers in 2009, 78% did not book again in 2010. Head of marketing Mark Rowe said: “Marketing to existing customers is so much easier than finding new customers.”
Rowe is testing a new direct marketing campaign with 30 members, which will be rolled out later in the year.
He also found that 71% of bookings came in three months before departure, 46% within a month and 26% within two weeks. These figures have remained steady for the last three years, he said, putting paid to the assumption that the recession has prompted more late bookings.
Advantage is also working on a customer-facing website for members. “We don’t want to just be another online travel agency. We want to replicate what you give in-store, online,” said Rowe.
The consortium is to create new marketing parterships with well-known brands following the success of its promotions with Sainsburys last year.
Rowe said he was devising partnerships especially for the luxury sector with companies including Waitrose, Ted Baker, Crew and Dorset Cereals.