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

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

MY NAME IS RAMSEY KATE: FROM THE UNITED STATE OF AMERICA,AM USING THIS GREAT OPPORTUNITY TO SAVE LIFE BY SHARING MY TESTIMONY THAT THERE ...

dana sandra

CX chief: CMOs must have the same tangible CX metrics as CFOs

Read more

Am here to appreciate Dr.onoja for using his herbal medicine to cure my Herpes virus. since 2016 now I have been living with this virus ...

dana sandra

CX chief: CMOs must have the same tangible CX metrics as CFOs

Read more

We supply petroleum product such as JP54, D2, D6, JET A1, Serious buyer should contact now for SCO in order to work with seller workable ...

Vico Peißker

ACCC releases Consumer Data Right draft framework for comment

Read more

What is your opinion about chatbots serving your customers? My belief is bots are going to be the future of customer service and fulfilme...

Giridhar Prathap Reddy

NAB taps power of AI chatbots for business customer service

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Deloitte TMT Predictions: AR and mobile crucial for marketing success in 2018

Read more

Latest Podcast

More podcasts

Sign in