The Travel Network Group has developed a new Worldchoice website that aims to drive leads to members’ businesses as part of a consumer-facing push.
Worldchoicetravel.co.uk went live last week and within hours was delivering leads for the Wigan branch that is trialling it.
The new site is just one plank of a major new growth strategy by TNG which will see it help its members target consumers with more relevant product.
This strategy will see increased brand advertising of Worldchoice to consumers via traditional media campaigns and personalised product and marketing support for members.
Agencies wanting to use the new website must use Worldchoice branding on their stores.
Gary Lewis (pictured), managing director of the Worldchoice/TTA parent, said he wanted to help members disrupt local markets and take on Thomson and Thomas Cook.
“Working with our business partners, we will bring exclusive value-added product to our members, who will be segmented in terms of the markets they are expert at selling in. We are effectively saying ‘consider us as part of your business: we are going to differentiate for your market, personalise it for your market and your shop’.”
This progressive marketing approach will see TNG head office play a far more proactive role in the businesses of members who adopt it than previously.
Worldchoice branches in Wigan, Sheffield and Shrewsbury, as well as Independent Travel Expert homeworkers, have been piloting it for the past nine months.
Cruise Club members have also been benefiting from cruise website Mylocalcruisexpert.co.uk offering exclusive deals.
A new five-strong team based in Woking is headed by marketing director Si Prentice, with experts in database segmentation, social, email and advertising.
The hope is that lower-volume but more-targeted campaigns will result in better returns.