Understanding social media for tour operators

Social media is progressively more popular and tour operators are wondering whether they should join trend or not. There are a few reasons why tour operators should use social media. Firstly, it helps tour operators have more control over their online reputation. Secondly, social media can assist tour operators in effective marketing by getting the …

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Tour operator – personalized marketing through RFM customer segmentation

RFM is a technique used to create segment of customers based on their past purchasing behavior with the hopes that history will repeat itself.  RFM is analyzed by using the last purchase date (recency), purchase frequency (frequency) and amount spent (monetary value) (Peelen & Beltman, 2013). RFM is a crucial data analysis method in CRM. …

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The use mass customization within the tour operating industry

A great deal of importance is attributed to the way a customer is being involved in the process of value creation (Peelen & Beltman, 2013). Focusing on the customer can be very important but can potentially be a burden. Many companies have resorted to new inventions and programs in order to create customer engagement during …

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Tour operator should enhance customer-supplier contact

Tour operators should make it easy to communicate but also have to make sure interactions are efficient. According to Peelen & Beltman (2013), most interactions between customer and supplier are quite poor. Most relevant conversation happens before or after a tour. Simply processing a request, registering and reacting to a complaint or suggesting solutions in …

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