‘31% of all visitors to the Maldives were Luxury Escapes customers’, according to head of digital content

Luxury Escapes’ head of digital content and merchandising, Emily Rayner, told Mumbrella’s Travel Marketing Summit that in the past year “31% of all visitors to the Maldives were Luxury Escapes customers”, according to figures provided by the Maldives Tourism Board.

Rayner said Luxury Escapes’ diverse range of content and platforms had enabled it to “crack open a destination like that and uncover it and make it accessible to people”.

Rayner: “Create content that customers know you for” 

Rayner advised other travel marketers that they “need to hold the customer’s hand throughout the purchase journey”.

According to Rayner, listening to your social channels enables marketers to provide customers with the right support.

“It’s important to think about your customers, not necessarily from how much they earn and how old they are but where are they at that point in time and what are they desiring and where do they want to go. And the best way to do that is through listening,” she said.

“When we listen to feedback, we understand where they need assurance and when they need information and when they want to book and most importantly what they want to brag about.”

According to Rayner, Luxury Escapes’ range of content platforms has also created touch points throughout the customer journey, enabling it to build trust with its customers and become a lasting option when it comes to making a purchase decision.

“We reach our customers at different life stages and travel moments and we really try to greet them with the content that they want to read or watch or listen to at that point in time on the platform they choose to engage with,” she said.

“Create content that customers know you for, and trust you for and that they’re going to come back for, because if you have that available on your own sites, they’re not going to go on to Trip Advisor to find it, they’re coming to you.”


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