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Newest approach for Successful Travel Marketing and

Newest approach for Successful Travel Marketing and

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Newest approach for Successful Travel Marketing and

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Presentation Transcript

  1. Welcome to the Newest approach for Successful Travel Marketing and

  2. Overview of Ensemble Travel TM • Formerly known as GIANTS • Ensemble Travel is an international organization of more than 1,400 travel agencies in the U.S. and Canada. • Ensemble has 15% of the market in Canada - the largest travel organization north of the border • The Ensemble Travel membership serves a wide variety of leisure travel clients - retail agencies, online companies, and home agent organizations

  3. Overview of Ensemble TravelTM • International scope = U.S. and Canada strengths • Large organization = economies of scale • "Personal organization" for members • Only true, national member-owned organization • NOT-for-Profit status of Ensemble benefits members • We work for our members, not for our bottom line !

  4. Overview of Ensemble TravelTM • Key benefits: • Flexible, proven marketing programs with great value • Technology solutions includes web sites for members and members' clients • Great preferred supplier partners that truly help you sell • Training, networking, education • Members have a say in their future !

  5. Summary: Product Development • Rich family of exclusive products for ATC agents • Exclusive cruise programs: up to 1000 special cruises at any point in time • Hosted cruises: 350+/year • Special amenities included • Amenity cruises: 500+/year • Special cruise programs: 100+/year (i.e.: RCI, Celebrity) • Group dates on HAL, Princess, Seabourn, Windstar: 300+/year • Sales, last-minute exclusives, etc.

  6. Summary: Product Development • Use these for pre- and post-stays for cruises or tours ... • Ensemble Hotel & Resort Collection • 200+ worldwide deluxe properties - with exclusive amenities for your clients • Private Label Villas & Vacation Homes • Hundreds of choices • 25 Ensemble On Location Specialists - & growing! • Destination specialists

  7. Major Benefits of Membership • Best value Marketing program available from any consortium • "Virtuoso" quality mailings available to you • At a fraction of the cost • Up to 15 + mailings during each year • all for potentially as little as $3.00 per client for the entire year • Database Intelligence helps ensure your clients get appropriate mailings • Don't know much about your client? • Would you like to know what appeals most to your client? • Cohorts applies "purchasing behavior" comparisons to your clients

  8. Major Benefits of Membership • Training • WebEx: 30+ per year (key suppliers and important Ensemble programs) • ATC conference calls • Ensemble training materials on your ATC agent's site • Ensemble Frontline Forums (Regionals) in Q1 - west, mid-west, and east • Ensemble Front Line Agent Trainings • Tentative: 20-30 city-wide training in December on 2006 products & programs for front line agents • Annual International Conference • in Anaheim this October

  9. Major Benefits of Membership • Technology • New user-friendly, content-rich extranet site (for ATC agents) that has details about all Ensemble programs • Rich content site with 1000+ offers is available for your own E-suites site provided by ATC

  10. Celebrity Cruises Clipper Cruise Line Crystal Cruises Cunard Line Disney Cruise Line Holland America Line Norwegian Cruise Line Oceania Cruises Orient Cruise Line Princess Cruises Radisson Seven Seas Royal Caribbean Intl Seabourn Cruise Line SeaDream Yacht Club Silversea Cruises Star Clippers Uniworld Viking River Cruises Windstar Preferred CRUISE Suppliers

  11. Abercrombie & Kent African Travel American Orient Express Brewster Classic Custom Vacations Club Med General Tours/TBI Tours Globus/Cosmos GOGO Worldwide Vacations Intrav/Clipper Lines Pacific Delight Qantas Vacations Rail Europe Group (Avanti, DER, Rail Europe) Runaway Tours Sports Empire Swain Tauck World Discovery Travel Bound Preferred LAND Suppliers

  12. Back by Popular Demand • Printed Preferred Supplier Guide • Has Suppliers-At-A-Glance info • All supplier info is on our Ensemble extranet site (which is linked onto ATC's site) • Or purchase these books through ATC at ~ $4.50

  13. The Ensemble Travel Cruise Program A Critical Component of YOURLeisure Travel Sales

  14. Overview • What is the Ensemble cruise program • Core components • How to include it in your marketing strategy • How to book it

  15. Ensemble Travel Cruise Program • Comprehensive program of cruise departures • Negotiated at Ensemble Travel headquarters • Contracted at Ensemble Travel headquarters • Open to all marketing member agencies with no upfront deposit required • All include added-value benefit(s) for your clients

  16. Cruise Product Mix • Includes a mix of: • Luxury cruises • Premium cruises • Mass-market cruises • Worldwide itineraries/destinations

  17. Europe 27% Caribbean 17% Alaska 15% South Pacific 10% Panama Canal 7% Asia 5% River Cruises 5% South America 3% Mexico 3% Other 7% Cruise Program Destination Mix

  18. Question: During the year -- approximately how many Ensemble Travel value-added cruises are available for you to sell? 1. 2000 2. 400 3. 50 4. 900

  19. Answer: • The Ensemble Travel Cruise Program providesexclusive selling opportunities on more than 900 sailings throughout the year, with competitive pricing & added value for both independent & group clients. The key to your success is to make it the foundation of your marketing plan and to use it as Your Selling Advantage!

  20. Cruise Program Core Components • Ensemble Hosted Cruises • Ensemble Amenity Cruises • Ensemble Special Price/Commission Programs • Opportunistic Promotional Cruises

  21. Cruise Program Partners

  22. Client Benefits of Hosted Cruises • Services of Ensemble Travel onboard Host • Host represents each individual Ensemble Travel agent with clients onboard • These are Ensemble Travel agency owners • All sign non-solicitation waiver • Welcome letter personalized on behalf of booking agent, delivered to guest cabin • Personal phone call introduction from host • Invitation to private cocktail party

  23. Client Benefits of Hosted Cruises (cont.) • Complimentary ENSEMBLE Experience shore event • Custom-designed shore excursion presented as a gift from you • Emphasis on up-close personal & cultural encounters • Takes place in one port during the cruise • Private-labeled with a value of $75 - $350 per person • Handled through well-respected independent tour operators

  24. Hosted Cruise Client Testimonials • Crystal Symphony, Jul 7, 2002, St. Petersburg Yusupov Palace Gala Evening • "The dinner/concert at the Palace was fantastic. It far exceeded my expectations. Every part of the evening was outstanding. Don't change it." • "Fabulous! One of the best events I've ever been to while on vacation!" • Queen Elizabeth 2, Feb 14, 2004, Melbourne A Day on a Private Homestead • "How do you describe a perfect day? The experience proved fascinating. The hospitality...was so spectacular, it can never pass from our memories. I feel we really visited Australia in a way few tourists do."

  25. Client Benefits of Amenity Cruises • Added-value amenity on every departure • Shipboard credits • Pre-paid gratuities • Spa credits • Gift items

  26. Hosted & Amenity Cruise Program Benefits for You • Amenities positioned as gifts from you • Utilize lead time for promoting & selling • Use amenities as tools to close the sale for one booking or multiple bookings • Convince friends to join your clients! • You can earn your own tour conductor without setting up your own group • Group rate pricing with some cruise lines

  27. Ensemble Travel Special Cruise Programs • Holland America exclusive products in 2005 • 7 Rotterdam Panama Canal cruises in Q1 & 2 • All featured: • Group pricing (35-40% or more off) • 17% commission at booking • 1 for 12 tour conductor • $50 per person shipboard credit

  28. Ensemble Travel Special Cruise Programs • Holland America NEW exclusive products in 2005 • 12 Volendam & 10 Veendam Alaska cruises • 12 Volendam Alaska cruise-tours (tour # 3) • 6 Rotterdam & 5 Westerdam Europe cruises • 5 Zaandam fall Panama Canal cruises • All feature • Group pricing • 16% commission at booking • 1 for 10/12 tour conductor • Complimentary bottle of wine • Must be booked with applicable group number

  29. Ensemble Travel Special Cruise Programs • RCI & Celebrity EZN program in 2005 • RCI: ~ 40 sailings (plus 14 in 2006) • Celebrity: ~ 40 sailings (plus 5 in 2006) • All feature • Locked in group pricing, no upfront deposit • Valid to 60 days prior • Opportunity to earn individual tour conductors • Must be booked with EZN code

  30. Ensemble Travel Special Cruise Programs • RCI 2-category upgrade program in 2005 • 25-50 sailings in each quarter of 2005 • Must book 2 quarters previous to sail date • Upgrade assigned within same accommodation type • Based on availability • No code necessary • 1st quarter dates (06) to be announced with an July 1 - September 30 booking window

  31. Opportunistic Promotional Cruises • Limited-time offers with booking windows • Usually rate/offer driven featuring strong savings message & call to action • Often timed around direct mail catalog, campaigns or target mailings • All cruise partners participate throughout the year • Examples • Oceania Caribbean mailing with Tiffany gift certificate as added-value amenity • SeaDream catalog offers with shipboard credits • RCI consumer e-mail with special gift

  32. Ensemble Travel Cruise Program Your Responsibilities • Familiarize yourself with all programs • www.ensembledirect.comExtranet • Located on • Cruise details display • Cruise calendar display

  33. Question? For another Starbucks $10 card ... Name the 4 types of cruise programs that are included in the Ensemble Travel Cruise Program

  34. We'll "spill the beans" here ... • The CORRECT answer is: • Ensemble Hosted Cruises • Ensemble Amenity Cruises • Ensemble Special Price/Commission Programs • Opportunistic Promotional Cruises

  35. Ensemble Travel ExtranetCruise Search & Cruise Calendar

  36. Find this on • Be sure to sign up for your Ensemble user name and password ... through ATC

  37. Updated Offer Details Page (1 of 2) - Consumer View

  38. Updated Offer Details Page (2 of 2) - Agent View

  39. New Cruise Calendar

  40. Ensemble Travel Cruise Program Your Responsibilities • Tell your clients about benefits they will receive & tell them why! • ATC is a member of a strong organization of professional agencies with the buying power to offer the best programs • Follow booking instructions • You must enroll your clients for the complimentary Ensemble Experience & let them know about it • You must submit the appropriate redemption forms for designated gift items • You must book against the correct booking codes

  41. Using & Marketing the Cruise Programs • Understand the value proposition & how to present it to clients • Use the cruise search as your first point of reference • Position amenities for maximum recognition & loyalty • Our gift to you • Provided with our compliments to thank you for your business ... • ... "and to tell your friends"

  42. Using & Marketing the Cruise Programs • Participate in an Ensemble Travel marketing plan & maintain a healthy database • Opportunity for inclusion in target mailings, often with a time-sensitive added benefit • Opportunity for prospecting for new customers

  43. Using & Marketing the Cruise Programs • Steer your small affinity groups toward hosted cruises • Won’t need to set up own group space • May even earn tour conductor • Steer singles toward hosted cruises • Can play up comfort level & camaraderie Understand the value proposition. Make sure your clients are aware of the amenities they receive by booking with you.

  44. Booking 2005 Hosted & Amenity Cruises

  45. Ensemble Travel Cruise Program in a Nutshell • The Ensemble Travel Cruise Program was created to provide you with Exclusive Selling Opportunities that will set you apart from your competition in the eyes of your clients ... And will keep them coming back to you.

  46. ENSEMBLETMOn LocationYourIn-Destination Specialists

  47. Why do we have these suppliers? • Ensemble On Location specialists gives you an opportunity to: • Differentiate yourself from the competition by packaging an enriched vacation experience • Positions you as an "expert" who can provide specialized experiences not easily found via other channels • Create exceptional vacation experiences for clients to create loyalty & retention • Puts focus on the value of experience vs. price • Earn additional $$ on every booking you can

  48. &.. The best part.. • The experts do all the work • You look like a hero • Net rates or commission rates - your choice It's easy!

  49. North America Alaska Canada New York Africa & Asia Africa India Israel Thailand Cambodia Viet Nam Burma Worldwide Fishing International International Port Services Caribbean & Mexico St. Lucia Jamaica Mexico Europe The UK Ireland France Benelux Italy Spain & Portugal Greece Russia Destinations to Date

  50. Alaska UnusualAlaska & Pacific Northwest specialists Flying safaris into Alaska's back country Fly fishing tripsFishing lodges (two in Hotel Collection!)Yacht chartersInns & homes on San Juan IslandsPrivate cruise ship excursionsEntrée CanadaCustomized land vacations across CanadaCan do rail, activities, ski, golf, wilderness vacationsWill make dining & spa reservationsPrivate sight seeing trips Discover New York with Kitt Garrett150 private ways to explore New York, transfers, hotel reservations, dinner cruises, helicopter tours in a single itinerary packaged for your clientsPlus children & spouse packages: art, culture, theater, history, shopping What do they offer?