Today’s travelers are price conscious and, empowered by sophisticated search engines, will expend significant effort to find the right deal at the best price. They are also increasingly sensitive to value – not only the price they pay but the experience their travel dollars deliver.

The need to deliver experiences that consistently meet customer expectations places a great onus on travel and leisure companies to understand the drivers of value on a customer-by-customer basis, and to translate that knowledge into accurate predictions of customer requirements. This understanding must be further supported by an effective marketing capability that accurately predicts customer needs (on a segment or even individual basis) and targets the right experience packages to those needs.

Quaero has extensive experience in helping clients align the content and marketing of their product offerings with the needs of travel consumers, and has provided strategic support to three of the top five hospitality companies in the US. As the travel sector recovers from the traumas of recent years, Quaero will expand the range of support it provides to this key sector.

Our Quaero SpringBoard hosted relationship marketing system is an ideal solution for hospitality companies that conduct (or wish to implement) loyalty programs, survey management or e-mail broadcasts to consumers.




Client Success Stories:

• Hotel Increases Return on Direct Marketing Dollars
  For our client, an international hotel and leisure company with more than 765 properties boasting over 231,000 rooms, effective marketing is vital. So, when our client’s senior vice president for marketing expressed a need to increase the return on direct marketing dollars spent, Quaero stepped in to help.
  
  We found that our client was unable to segment customers based on potential value and had a poor test strategy framework. He wanted a way to align business value creation with the marketing testing strategy to allow him to understand the future revenue opportunities from the existing customer base. His company could then focus direct marketing investment on individuals with the greatest potential.
  
  Quaero provided tools to facilitate testing focused on high-value customers, which accurately predicted revenue based on the projected number of stays and the probability of future stays.
  
  
  
• Online Travel Company Personalizes Customer Service
  For an e-tailer known for offering the lowest possible prices on airline, hotel and other travel-related services, increasing marketing costs and unknown marketing program effectiveness can cause more than travel sickness.
  
  When you have more than 150,000 online customers each week, managing customer data and customer communications can be daunting. Quaero worked with the client’s CIO to improve the company’s systematic contact with its prospective and current customers.
  
  Our client had two primary objectives. First, the CIO wanted to distribute large volumes of personalized, targeted e-mails. Second, he wanted to customize Web content while also executing test and control campaigns to evaluate the most effective use of scarce marketing dollars. Deterring the client’s efforts were quasi-manual processes with inconsistent data maintenance standards being applied.
  
  Quaero met the client’s needs by automating the company’s campaign management process to perform well-structured, multi-faceted and personalized campaigns. As an added bonus, the project was completed two months ahead of schedule.