Club Med, the worldwide holiday specialist, is ramping up its CRM strategy with a new automated marketing system designed to deepen customer relationships and build brand loyalty.
The company has hired Neolane and will adopt the data specialist’s content personalisation capabilities across all of its customer communications.
Club Med operates in 40 countries, and has 80 resorts spread on five continents, as well as the Club Med 2 cruiser. Its holidays are sold by over 1,500 travel agencies through its direct and indirect distribution networks.
The travel firm’s new positioning as a high end holiday provider means it needs more personalised, one-to-one communication with the clients. This strategy involves both a strategic dimension: the creation of a unified customer view, and an operational dimension: the deployment of worldwide cross-channel campaigns.
Club Med CRM and Internet director Jérôme Hiquet said: “Our CRM strategy is ambitious: the objective is to further increase loyalty to the Club Med brand, thus increasing customer value.”
He said the decision to hire Neolane was driven by two factors. Firstly it has a strong client list within international tourism, which share a similar multi-channel strategy, and execute personalised campaigns across all customer relationship channels. Secondly, it was impressed by the agility of Neolane’s platform, which, said Hiquet, will “allow us to quickly adapt to future developments in the market”.
The Neolane platform will also allow the company’s marketing teams to increase their productivity, thanks to collaborative marketing processes.
