Small US travel and tourism businesses say email marketing is more effective than other types of marketing as they seek to keep revenues up during the off-season a recent survey says.
According to email and online marketing provider Constant Contact’s 2007 Travel and Tourism Outlook, 47% of businesses surveyed say email marketing leads to greater results than traditional marketing methods.
Respondents listed their top business challenges as finding new customers (42%), generating business in the off-season (27%) and filling rooms/seats (13%).
Constant Contact’s SVP of sales and business development Eric Groves says small businesses are increasingly using email to keep in touch with current clients.
A third of businesses retain 75% to 100% of their customers’ email addresses, while a quarter retain 51% to 75% of contact details.
“This year’s survey results show that small travel and tourism businesses not only recognise the value of building relationships with customers using tools like email marketing and online surveys, but are adopting them in increasing numbers,” Groves says.
“The results highlight the power of email marketing in generating off-season business for the travel industry, and other small businesses will likely see the same positive impact during slow sales periods.”
Reported by Elizabeth Clifford-Marsh