ADDING value has replaced price cuts on holidays as the prime marketing tool for direct-sell operator Portland Holidays.
Managing director Mike Cooper said price is still the operator’s main selling point, but claimed that Portland, a division of Thomson Travel Group, could not make its holidays any cheaper.
Instead it has turned to adding value in its direct marketing drive to build relationships with its clients.
Cooper said Portland is using its database to identify different customer sectors, for instance regular and first-time clients, and the likelihood of each group buying other products, such as insurance and excursions. Mailings are targeted at each segment. The tour operator has also developed a more personal service.
When clients phone to make a booking, they are guaranteed to speak to someone with first-hand knowledge of their chosen resort and hotel within 24hrs.
Once a booking is made, clients get regular mailings and there is even a welcome home letter on their return prompting them to call when they next want to book a holiday.
“It is a win-win situation for everyone,” said Cooper. “It makes consumers feel like they are more in control of the relationship and wefeel actually more in control of the profitopportunity.”