ENDACOTT TO BUILD LOYALTY

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.