In these uncertain times, successful travel industry professionals
are no longer relying exclusively on their own sales and marketing
efforts. Instead, they are maximizing the power of business
relationships by teaming with preferred partners for promotions
that, in turn, produce growth and a competitive advantage. Last
fall, Runaway developed, and has since refined, an exclusive Seize
the Savings program, which draws on the efforts of travel agents,
vendors and the wholesaler. Designed as a comprehensive campaign,
Seize the Savings employs partners’ resources to maximize revenues
for everyone. For example, promotional materials are developed so
that agents can customize them for their own database. And, to
generate a “bigger bang for the buck,” partners use financial
resources and demographic knowledge to create a successful call to
action in cooperative, four-color newspaper insertions and
advertising. Also, a public-relations function was added to
maximize exposure in specific locations. According to Janette
Webber, partner of Avanti Travel in Redding, Calif., “We have never
done any cooperative advertising like this before, with a partner
who shares in the responsibility of producing a very professional,
quality publication, which drives business directly into our
agency. By working together as partners to present a promotional
campaign to our target demographic, Avanti and Runaway were
successful in generating hundreds of new customers. As a matter of
fact, calls are still coming in, a month after this cooperative
campaign was launched in our local newspaper.” Many critics
wouldn’t advise a promotion while there is such upheaval in the
industry, but Runaway and its partners knew they had to do
something. And, through Seize the Savings alone, partners such as
TravelStore of Los Angeles have seen their business grow by more
than 100 percent. Dan Ilves, TravelStore’s vice president of
leisure sales and marketing, comments: “Similar to TravelStore,
Runaway sees the value in working together with travel partners to
grow business. Ed Jackson and his team stepped to the plate,
created an incredible marketing tool and it paid off for both of
us.” And, William Koo, assistant vice president of U.S. and
international sales for Aston Hotels & Resorts, affirms:
“Runaway’s Seize the Savings program not only offers the best value
in Hawaii, but is also highly effective in delivering business for
Runaway’s preferred travel agents and hotel partner
