With a new Chief at the helm at the cusp of taking over, a new direction toward engaging in new digital marketing and even a look toward developing diverse strategies for an ageing membership group, Travellers Choice management have their eyes pinned firmly on the goal of continuing to grow its member base and return profitability to shareholders in the coming financial year.
Hosting his last Shareholders Conference in Singapore on the weekend, exiting Managing Director, Gary Allomes said the announcement of Christian Hunter as their new chief would usher in a new era for Travellers Choice.
Plans to increase online sales through search engine optimisation, social media and strategic marketing have been highlighted as the company's primary objectives for coming months.
"We need to think how to remain relevant in the market, and against our competitors, which are larger and more vertically integrated," Mr Allomes said.
A stronger focus on ensuring preferred supplier sales grow with additional technology and BDM support provided to members, will remain to be a key message and one which Mr Allomes and Mr Hunter both recognise as a driving force behind this year's record profit result.
A key challenge according to Mr Allomes is the need to ensure members who plan to change the way they do business is looked after, or to encourage new memberships under the Travellers Choice umbrella. One such area Mr Allomes said the group would consider would be to develop a Home Based Agency option to meet with changing demands from shareholder members.
"We are a conservative organization but we still need to grow. Just like other groups, our average age of members are rising, and it is hard to attract new members so we may look to develop a mobile travel agent option or our own speciality tours," Mr Allomes said
"We have shown how we can adopt and adapt to raise our game to a new level when required, and that time is now."
Wednesday, 2 November 2011
Travellers Choice changing with the times
Source = e-Travel Blackboard: D.M