APT, Asia Escape Holidays tune up marketing smarts

Travel companies appoint Datarati to roll out Salesforce Marketing Cloud and related platforms to improve customer and sales approach

Tour operator, APT Travel Group, has struck a deal with Datarati to develop and manage its marketing automation strategy.

Under the agreement, Datarati is tasked with migrating the group’s brands, including APT, Travelmarvel, Captain’s Choice and Botanica, across to the Salesforce Marketing Cloud. The ambition is to deliver customers a more integrated experience from initial selection through to booking and tour experience.

APT content and communications manager, Fiona Corsie, said email was an integral communication channel for the group.

“We are eager to offer a more personalised and streamlined service under the guidance of Datarati,” she said.

The news came as Datarati also confirmed it had been appointed by Perth-based Asia Escape Holidays to also implement Salesforce Marketing, Sales and Service Clouds.

Marketing Cloud will be used to build a customer preferences centre as well as automated payment platform, while the Sales Cloud is about giving the travel company a way of centrally managing sales leads from multiple sources, including third-party reservation booking system, Calypso.

Asia Escape Holiday managing director, Mason Stuart Adams, CRM and centralised customer engagement management has been an immature area of the business historically.

“With the support and strength of Datarati and Salesforce, we hope to become a leader in this area of the travel industry in the future,” he said.

Datarati CEO, Jarther Taylor, said both organisations are leading Australian and global travel companies.

“We look forward to sharing our strategic thinking, marketing expertise and technical capabilities with them to deliver a seamless and enhanced user experience,” he said. “ The business challenge of creating deeper customer engagement through omni-channel journeys is one we relish.”

The latest two deals cap off a year of strong wins for Datarati, including a contract with Virgin Mobile in July to implement and manage marketing automation and CRM. The agreement also sees the consulting group providing ongoing campaign management across the customer lifecycle.

Datarati also secured an Asia-Pacific contract with China-based global tour operator, Nexus Holidays, earlier this year.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

What does it take to be an innovation leader?

To thrive in an increasingly complex and unpredictable new world, organisations will need to innovate, and leaders will require the necessary skills to do so. Here,

Evette Cordy

Co-founder, Agents of Spring

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

it is very informative and quality of the Furniture NZ i liked it and share on my wall

EveGreen

How Fantastic Furniture is making omni-channel retailing a reality

Read more

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

An article largely re-purposed from things other people have said 5+ years ago – what's more, they said it better.

hogwash

The purpose of purpose - Brand science - CMO Australia

Read more

talking about the 4 p's:https://www.tripleclicks.co...

kigoma divin

The purpose of purpose - Brand science - CMO Australia

Read more

Interesting blog, good information is provided regarding Design Thinking For Business Strategy. Was very useful, thanks for sharing the b...

Tanya Sharma

Is design thinking the answer for the next generation of marketing?

Read more

Latest Podcast

More podcasts

Sign in