Agr 2014 presentation

Americas Great Resorts

Luxury Travel Programs Custom eMail Marke:ng

Annual Online Guide To Luxury Resorts Since 1988

2.8 Million Double Opt-In, High Income, Frequent, Luxury Traveler Membership

Founded in 1988 as a Ci/bank Premium AAdvantage/Private Banking member magazine/CRM program. Increased Ci/bank Card usage by offering exclusive promo/onal offers from outside luxury marketers. Transi/oned in 1995 to on-‐line site, www. americasgreatresorts.com and began op/ng members in to receive qualified eMails. In 2003 , launched opt-‐in e-‐mailing program for high income, frequent luxury travel members designed to Drive New Customer Acquisi/on Revenue.

History -‐ America's Great Resorts (AGR)

AGR Luxury Traveler eMail Marke:ng Program

3 million double opted-‐in membership of exclusive, high income, frequent luxury travelers. Loyal and responsive membership with high reten/on and response rates, based on promise to deliver only personally relevant, high value, quality, luxury travel promo/on offers. Generate new bookings by "pin-‐poin/ng" highest poten/al prospects and employing comprehensive AGR targe/ng criteria/filters including past travel history. CO-‐OP CVB/Des/na/on partnerships models available which builds des/na/on brand and partner value. B2B/Decision Maker programs available for group mee/ng planners and "C" level execu/ve targe/ng.

Audience Targe:ng and Selec:on Op:ons -‐ Demographic Profile -‐ Income (Minimum HHI $100,000+, Average $270,000) , net worth averages $3.3 million+, home value, geography (city, state, zip) , families with kids at home, married no kids -‐ Lifestyle Actvi:es -‐ Spa, golf, shopping, ski, cultural, dining, wine, gambling, Mee/ngs, interna/onal travel etc. -‐ Past Travel History

B2B Decision Maker Targeting Options

Mee:ng Planner D-‐Base 100,000+ Corp. mee/ng planners Targe/ng by; -‐ Geography -‐ Size of company

"C" Level Execu:ve D-‐Base 330,000+ "C" level execu/ves Extensive targe/ng criteria

Partial Client List -‐ The American Club -‐ Pebble Beach Resorts -‐ Des:na:on Resorts -‐ Auberge Resorts -‐ Fairmont Dallas -‐ Montage Resorts -‐ Four Seasons Resorts -‐ Vail Resorts -‐ Starwood Resorts -‐ Kiawah Island Resort -‐ Fairmont San Francisco

-‐ Fairmont ScoOsdale -‐ Fairmont Hawaii Region -‐ Four Seasons ScoOsdale -‐ Fairmont Corporate -‐ Hawaii Visitors & (CO-‐OP) Conven:on Bureau -‐ KSL Resorts -‐ Sea Island Resort -‐ MarrioO Resorts -‐ Quebec Tourism -‐ The Greenbrier

Membership Data-Base Filtered & Sorted for Desired Target Audience from Client's Selection Criteria Test Mailing to Ensure Optimized Creative, Technical, & Administration "Real Time" Tracking Report Measuring "Open" & Click Thru Rates" Post Deployment ROI Analysis of New Customer Bookings/Room Nights Converted

Programs Include Filtering, Pre-Testing, Tracking, & Post Results ROI Analysis

Programs Include Filtering, Pre-Testing, Tracking, & Post Results ROI Analysis

AGR Included are a Pre-‐Deployment Sort, a “Real-‐Time” Tracking Report, & Post Quan/ta/ve ROI Analysis Program par/cipa/on costs are determined by system formulas which are calculated on each requested pre-‐deployment member database sort. Track Results: Aher deployment we send you a “LIVE” tracking report to monitor the "open" and "click thru rates" as they come in. Conversion Study: Within 2 – 3 weeks aher deployment we work with clients to generate a conversion study which measures actual contribu/on to room night revenue y system formulas which are calculated on each requested pre-‐deployment member database sort. Track Results: Aher I we send you a “LIVE” tracking report to monitor the "open" and "click thru rates" as they come in.

CO-OP CVB/Destination E-Mail Programs Are Available

Sea Island Resort Case Study E-‐Mail Deployment: -‐ 215,000, 4/17/13 targeted luxury travelers in high performing Zip Code Mkts ROI Analysis Methodology; -‐ 6 week post deployment analysis for new business converted AGR Mailing Results; -‐ ROI 10 to 1 New Customer Revenue return

Four Seasons Nevis Resort Case Study

E-‐Mail Deployment: -‐ 50,000 4/13 targeted luxury travelers. E-‐Mail Open Rate: -‐ 32% Click Thru Rate: -‐ 20% ROI Analysis Methodology; -‐ 4 week post deployment analysis for new business converted AGR Mailing Results; -‐ ROI = 71 new bookings

Fairmont Corporate Case Study 2/2/13 Deployed 30,000 eMails at the cost of less then $3,000 Target: No California, HHI $250/k+

Conversion Results: Generated 150 Bookings 60% From Telephone Call Increased customer return rate in following 5 months 2X Fairmont own customer base.

Discover Fairmont Third Night Free

Stay two consecu/ve nights and receive the third night free! Full non-‐refundable deposit required at /me of booking. Reserva/ons are non-‐changeable and non-‐transferable. *Offer based on availability at /me of booking. Booking window: Travel window: Blackout dates: Now -‐ April 30, 2013 Now -‐ May 13, 2013 February 5-‐6; 15 March 4-‐5; 8-‐10 April 20-‐23 May 3-‐4 For Reserva/ons call 1-‐800-‐257-‐7544 or Book Now Fairmont San Francisco, 950 Mason Street, San Francisco, CA, 94108 *Package is subject to availability and cannot be combined with any other offer. Advance reserva/ons are required; single and double occupancy, and exclusive of taxes, gratui/es and other charges unless otherwise noted. Supplemental costs apply for more than two guests staying in the same room and addi/onal room nights are available at prevailing rates.

AGR E-‐Mail Program Development Process Step 1 -‐ Client Targe:ng Input -‐ A specific customer profile is requested Step 2 -‐ AGR Sorts Member D-‐Base, for Available Audience Quan:ty & CPM Step 3 -‐ Client Program Authoriza:on/Ini:a:on; -‐ Finalize deployment quan/ty//ming/ details -‐ Check for full payment due at deployment -‐ Provide crea/ve HTML file link, subject line, test, & seed addresses Step 4 -‐ Test E-‐Mail Deployed To Client's in house Requested Addresses. Refine & Approve. Step 5 - E-‐Mailing Deployed -‐ Tracking Link Provided to Client To Monitor Step 6 -‐ Post ROI Analysis for Incremental Room Nights/Revenue Generated

Contacts

eMail and Tracking Report Examples Provided on Request

For addi:onal ques:ons call: Larry Smuckler

-‐ Corporate/West/Midwest, East Coast, Mountain /Caribbean/Bermuda/ Bahamas 818-‐222-‐2043

Teresa Lowry.972-732-7781.............Liane Lane..817-239-3146

-‐ Texas, Selec:ve Western Regional Accounts Loren Malencheck -‐ Hawaii Region, 808-‐283-‐7122

Agr 2014 presentation

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Transcript of Agr 2014 presentation