Signature Sets Its Sights on 2010

Next year, Signature is doubling its number of cruise departures to more than 1,500

By: By Lisette Mejia

Signature Travel // (c) 2009

 From left to right: Don Cooper, president, Brendan Vacations; Melody Tauchman, vice president of national accounts, Brendan Vacations; Tyler Peak, Peak Travel Group of San Jose, Calif.; Michelle Morgan, president, Signature Travel Network; Vicki Tomasino, regional vice president of sales, Western region, Carnival Cruise Lines; and Bill Knight, All Cruise Travel of San Jose // © 2009 Signature Travel

At Signature Travel Network’s recent Annual Owner’s Meeting, the member-owned travel cooperative set forward an agenda of new programs and products for 2010. More than 90 percent of Signature owners were in attendance at the four-day meeting, which took place at the Arizona Biltmore Resort & Spa in Phoenix.

Next year, Signature is doubling its number of cruise departures to more than 1,500 and doubling its number of complimentary Private Car & Driver shoreside experiences. While the organization added more than 100 new properties to its hotels and resorts program this year, it plans to feature more than 650 hotels in 2010. All hotels in Signature’s hotel program include daily breakfast for two and a Signature amenity.

The network is also enhancing its Customer Relationship Management program, ClientConnection, to allow synchronization of ClientConnection customer profiles with Signature’s e-mail marketing program. Integrated, detailed travel specialist profiles and images will also be included in all e-mail marketing. Signature also plans to unveil a consumer-based cruise-booking engine, as well as additional Web and e-mail content that is designed for social-networking venues and mobile applications for leisure travelers.

The group is also unveiling a new online learning management system, Signature University, that covers customized training courses, a resource for business skills and an online resource that helps agents develop improved leadership skills.

In 2010, Signature will also expand its marketing programs with more publications and e-marketing campaigns. This will include seven issues of The Travel Magazine, Signature’s direct-mail publication; four issues of Travel Redefined for luxury clientele; monthly targeted direct-mail campaigns; and weekly e-marketing campaigns.