Capitalizing on forecasts of increased leisure travel this summer, database marketing firm Thomas, Townsend & Kent announced the rollout last week of e-mail marketing programs that let independent hotel properties communicate directly with 800,000 affluent travelers who requested information for their vacation plans.
Through its Web site, www.statetourismboard.com, TTK captures requests from consumers and records them in its proprietary Affluent Americans Database. It then e-mails exclusive offers from travel marketers based on those interests.
“When these affluent consumers tell us they're interested in information on a specific destination, our research has shown that most will finalize their travel plans within 30 days,” TTK executive vice president Roy Weiss said. “Using the immediacy of e-mail, we can present a hotel marketer's message to a prospect during that critical decision window.”
E-mail programs include advertorials in TTK's travel e-magazines and a customized e-newsletter on a single property's specific promotions.
