How sales and marketing aligned to grow a luxury travel business to US$200 million in revenue

Inspirato marketing leader and VP share the marketing platform-fuelled approach to personalising the luxury travel experience


The marketing approach

In terms of marketing, Inspirato focuses on channels it can track. It serves personalised content, and uses the Marketing Cloud’s predictive intelligence tool to leverage behaviour of customers within interactions to target personalised content and emails. 

“Email marketing, social media and Google search are all important for us, and we have recently invested in national TV advertising, for both the brand growth, and direct response," Flanagan said. "We are looking to grow the media mix in more digital channels, and are excited to expand our mix into channels we don’t even know about yet."

Metrics of success include NPS and cost per acquisition. "We track cost per lead as well, particularly cost per quality lead. Early on, we know the likelihood of converting on quality leads to membership. Plus, we are always looking at movement through the sales funnels. 

“We are constantly trying to innovate, change, and move directions. We know pretty quickly when something’s not working.” 

More recently, Inspirato rolled out Service Cloud to personal vacation advisors, who help club members plan their vacations, as well as to the company’s on-site destination concierges, who take care of members once they are in-residence. Customer data is unified in one place, so it’s easy for Inspirato employees to get the information they need, while a customised UI and integrated telephony means they can get the information fast. 

Inspirato also uses Salesforce Chatter to help employees easily share information and collaborate to better serve members.  

In the future, Inspirato plans to add Chatter Communities, so club members can participate in conversations with their personal vacation advisors and destination concierges about vacation specifics. The company also plans to develop mobile apps with the Salesforce Platform that will let members plan trips and modify details from anywhere.

Vanessa Mitchell travelled to Connections as a guest of Salesforce. 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.


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

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Well, I wish we could change the situation. But I am not sure it's possible.

Patricia Miller

Does social media make astroturfing acceptable?

Read more

Latest Podcast

More podcasts

Sign in