Direct marketing is key for travel agents

As summer vacation planning heats up, a new survey from Vacation.com of its more than 5,000 travel agency members finds that 46% found targeted direct mail and e-mail marketing contributed to cruise-selling success. On the other hand, 52% are spending less on advertising and marketing than a year ago. Traditional media was considered a favorable channel for only 17% of agencies. Of course, these agents get a great deal on direct and e-mail marketing from Vacation.com — with the co-op funding the agency offers, members can send out millions of e-mails and direct mail pieces for free.