LEADING LUXURY TRAVEL CLUB UTILIZES INTEGRATED MARKETING TO INCREASE RESPONSE RATES

Overview
Garnering the attention of the affluent audience is an extremely difficult task. These busy individuals work hard to succeed professionally and tend to demand the best of everything. So when it comes to their vacations and time away with family and friends, there's no exception to that rule. Exclusive Resorts, the worldwide leading luxury destination club has spent the last decade working to acquire members within this elusive target audience.

The club offers consistently reliable luxury travel experiences to their members through access to hundreds of multi-million dollar residences located in over 30 destinations around the world. The travel experience Exclusive Resort's offers is consistently 6-star, but with the recent economic downturn, even the affluent audience has been curbing discretionary spending. Exclusive Resorts has been looking for new and innovative ways to cultivate new affluent leads that they can introduce to a sales executive for prospect maturation that ultimately leads to new memberships.

Solution
Exclusive Resorts partnered with Direct Connect Group, who has broad travel marketing experience. Direct Connect Group researched the most viable direct marketing channels for reaching the affluent audience and constructed a series of integrated marketing campaigns to pique the interest of potential Exclusive Resorts members in a compelling and cost-effective manner. Direct Connect Group leveraged targeted direct mail, email, and personalized URLs with unique landing pages into affluent data sources to accurately target the desired audience. They then followed-up with a series of Exclusive Resorts-driven triggered "nurture" communication touches to those who initially responded.

Conclusion
Through the partnership with Direct Connect Group, Exclusive Resorts has documented a 65% increase in response rate to their direct marketing campaigns and has been able to keep costs flat from previous campaign efforts. Exclusive Resorts has also been able to dedicate a full-time staff member to other projects because their direct marketing efforts are fully executed by Direct Connect Group.

Client Feedback
"It's been great partnering with Direct Connect Group on our direct marketing campaigns. Their recommendations and strong execution has resulted in double-digit response increases! And because they understand the travel industry and are able to handle all aspects of our campaigns, my time has been freed up to concentrate on our overall marketing strategy and goals."

Karen Fields, Marketing Director, Exclusive Resorts