The people we meet when we travel are as important as the places we go.
Last year, 61% of travellers went to see family in friends, compared to just 25% in a ‘normal’ year.
That’s why, after many months of virtual hugs and digital hello’s, our latest marketing campaign reminds customers of the power of travel to bring people together.
With “Special Places”, we tell the stories of our customers and the people that made their trips so special, whether that be their Travel Counsellor or the faces they met along the way.
“18 years ago I went on a tour of the Battlefields through five European countries. On the coach, we sat behind a couple and their young son who we got chatting with and shared meals together during the trip. We have toured many Battlefields together since and remained close friends. We attended that young child's wedding this year, who now has a child of his own!” – Marilyn, a Travel Counsellors customer
This year more than ever, people are seeking to book with a trusted travel expert, who will take care of them through every stage of dreaming, planning and travelling.
Like our Travel Counsellors, “Special Places” reassures customers at every stage, highlighting our flexible booking policies, financial protection and emergency support procedures.
“I travelled to Australia for Christmas then to Patagonia to join a yacht sailing to South Georgia, returning to Uruguay. Then onto Brazil to join a yacht in Ilhe Grande and finally, fly home from Recife. No travel agents seemed to have a clue how to address my requirements and I was despairing. A friend suggested Travel Counsellors and within 48 hours I had a schedule confirmed for my holiday of a lifetime.” – Diana, a Travel Counsellors customer
The campaign is made up of 5 collections, each tailored to what customers are dreaming of now; unwinding, indulging, hiding away, exploring and reconnecting. Each week a new collection is released, featuring our recommended properties around the globe.
- An example of the social media assets Travel Counsellors have access to
Travel Counsellors are provided with a digital brochure, social media assets and carefully-curated emails sent to customers on their behalf. Over 25% of customers open our campaign emails, a contrast to the 17% average in the wider industry, and the assets are well-received by Travel Counsellors too…
“We’ve all been there when you get a creative mind block for new social media posting. But rest-assured the Marketing Team always come-up trumps with imaginative thought-provoking content especially for the latest ‘Special Places’ campaign. From headers, pins, Instagram grid posts and stories there’s an abundance to choose from. The hardest decision is what not to use!” - Lee, Travel Counsellor.
As restrictions ease and international travel becomes more accessible to all, “Special Places” is perfectly poised to inspire customers and support Travel Counsellors as confidence to travel continues to grow.