Building member engagement with Travel Clubs
The travel industry is the one of the world’s largest, contributing over $7.6 trillion to the global economy in 2014. To tap this immense revenue opportunity, travel brands need to engage their customers effectively.
Engaged customers fall into four categories – the buyers, the advocates, active engagers and loyal followers. Leveraging the myriad channels of communication and contact points is essential to help your travel business stand out and bring in more revenue. Here are top membership engagement strategies that your travel business can use to engage audiences of all sizes:
Engaging members through the digital channel
Building your online presence is a huge part of the engagement equation in today’s market. Especially to millennials, your website is your primary identity. With every member visit to your website, ensure that you are offering tangible value to them. This can be done by providing unique logins to your members, and also by running promotional offers, contests or updates on your social media channels to keep your members coming back for more.
Offer a VIP experience
Create a VIP experience for the elite members by offering them access to exclusive perks before they’re available to anyone else. Even a genuine gesture or recognition of their relationship will excite most members. Make them feel appreciated with special events or rewards.
Add extra benefits
Extending member benefits creates a lot of traction and helps in spreading word of mouth for your travel business. For instance, discount programs are a big hit amongst travelers and make the members think twice before buying elsewhere.
Ask for referrals
A member referral program, if implemented correctly, can be one of the most effective ways to increase revenue for your travel business. Asking for referrals can be tricky. You can start by marketing to the loyal customers and offer them discounts on their next booking in exchange for referrals. Alternatively, you can also survey the members. You can send some surveys across asking suggestions/ complaints and referrals.
Encourage members to leave reviews
Online reviews have a huge impact when it comes to generating more revenue. An independent study suggests that buying decisions are influenced by reviews to an extent that over 90% of consumers make up their mind after consulting reviews. Also, 87% of customers will not transact with a business having negative reviews. Therefore, it is best to ask your members to leave a review after every purchase. Publish the review on the website or social media, give them attention and encourage them to do it frequently.
Establish a personal connection with members
The likelihood of selling to an existing member is higher than that of selling to a new one. Therefore, it is an excellent idea to contact those who recently booked to make sure that they had a smooth booking experience. Not only it will add a personal touch but also make them feel special.
Offer personalized services
If you are selling online, many of your target consumers are likely to be millennials. Set a specific goal with individual existing members and offer them personalized services. Since new customers are exposed to a lot of generalized content, you can stand out by offering them personalized micro-content that is relevant to them. Not only you will it make you stand out from the competition, but also increase your conversion rate.
Use rewards to woo your members
Everyone, including an existing member or a new prospect, wants to get in on rewards or loyalty programs. Customers love getting something in return for their actions, and even the mention of it lightens their mood. You can supplement your business by offering them members-only rewards program and let them have a taste of royalty. Alternatively, you can validate their buying decision by offering a quick bonus or reward.
Establish strategic partnerships
You can partner up with another business for an arrangement that benefits you both. In the context of the travel business, it means partnering up with a travel club or a local business provider where your members can get access to varied choices at a discounted price.
When it comes to engagement, your brand will get increased revenue as well as customer retention by adding more value to the customer experience, even if it means paying more attention to the individual customer.