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

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

3 ways to leverage the talents of your team to avoid disruption

​According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.

Gihan Perera

Futurist, leadership consultant

CMOs, it’s time to stop squandering customer attention

Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

It’s time for marketers to rethink their approach to ‘loyalty’

Read more

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in