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The travel industry is notorious for sending the same campaign to each person in its customer file or its prospect database, regardless of whether or not the offer is a fit. Driving campaign performance in the travel sector is almost entirely driven by destination and offer relevance. Through extensive experience supporting nationally recognized travel, hospitality and gaming brands as well as local, independently owned properties, V12 Group has developed significant, relevant experience in each of the critical success factors that drive response in travel oriented direct marketing. By turning demographic, lifestyle, and behavioral data into customer insights, V12 Group helps travel and hospitality marketers target offers and drive increased response.

Solutions Tailored to the Travel Industry

V12 Group has significant experience in helping travel marketers develop comprehensive understanding of their customer base and target audience opportunities. We do so by developing clear profiles of each segment in the customer base which allows clients to develop segment specific creative imagery, messaging and calls to action to ensure the right message goes to the right person at the right time. This ensures all marketing expense is focused on the right target audience.

• Customer Profiles: In numerous client engagements we find prior customers returning for reservation handling via Google or other search engine. This significantly escalates costs associated with customer acquisition. V12 Group has significant experience developing customer profiles of each segment in client's customer bases. This insight into customer preference and behavior allows ad agencies to develop segment specific creative imagery, messaging and calls to action to ensure the right message goes to the right person. Ultimately ensuring marketing expense is focused on the right target.


• Consumer Data: V12 Group's multi-channel consumer file is one of the largest in the direct marketing industry. The database is a hybrid file built from compiled and proprietary data sources and combines postal, email, phone and mobile data, as well as 260+ selects to improve targeting. This includes demographic, geographic, lifestyle, interests, and behavioral data.


• Data Enhancement: V12 Group uses a combination of list hygiene, data enhancement and append services to update all your customer touch points, including postal, email, phone and mobile. V12 Group's data enhancement helps eliminate duplicate records, and add missing or incomplete information to your existing business or consumer databases for better targeting and improved accuracy.


• Acquisition Email Marketing: With today's email inbox competition, merely delivering your email does not result in success - instead, you need to deliver relevant and creative email to your audience. V12 Group combines target audience, creative, call to action and campaign deployment and test each until we identify the right approach to that element. Typically testing will use 10 - 15% of total target audience. Upon identifying the highest performing combination we market to the remainder of the target audience. Result: Relevant campaigns that drive high response.


• Data Management Platform: At V12 Group, our team works with you to understand your business objectives and then we identify, consolidate and integrate the data from within your organization's disparate source systems into one consistent informational repository. The result is on-demand decision making environment that goes far beyond the capabilities of traditional operational systems or relational database management systems, without the capital intensity or risk associated with traditional data management related initiatives.

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