Exclusive: Personalised content to drive sales in 2010

Providing post-booking information tailored to customers’ needs is set to be a key growth area for travel firms in 2010, content provider Frommer’s Unlimited has predicted.

Giles Longhurst, Frommer’s Unlimited’s director for Europe, said firms are increasingly looking to drive incremental sales through specific personalised marketing activity.

“Flexibility is the word,” he said. “We can provide information that’s highly targeted like a destination or events guide so hopefully clients can link that to events were the customer needs car hire.”

Longhurst said Frommer’s Unlimited strives to be “platform agnostic” in its approach, offering partners the ability to send information online, via email, or even in hard copy if required.

A campaign with BA last year saw generic copy supported by bespoke content like business events and hard copy guides for London and New York for customers on the inaugural flight.

Frommer’s Unlimited, which owns the whatsonwhen.com events website, is also planning development in mobile technology and video, two areas it also sees as growing in importance in 2010.

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