Luxury Escapes launches radio show through Facebook Live

Australia’s fastest growing travel company, Luxury Escapes has launched a radio show through Facebook Live as part of plans to make the brand more “personal”.

Speaking at Mumbrella’s Travel Marketing Summit yesterday, Blake Hutchison, general manager of Luxury Escapes said the brand launched ‘LE Live’ on Tuesday evening, which featured guests from My Kitchen  Rules, the founder of Cat Napping, and Luxury Escapes’ head of tours.

Black Hutchison speaks at Mumbrella’s Travel Marketing Summit on the success of Luxury Escapes.

“2017 is all about making it personal,” Hutchison said about the future of the brand.

“As a digital first brand, we have to take a feet on the street approach to the way we deal with our customers and essentially build trust by putting a face to the name.”

He explained Luxury Escapes’ new offering, as well as LE On Tour, the brand’s Platinum Club and the new VIP and member breakfasts all contribute to the brand’s success.

“The lesson is one use the tools that these great technology companies make available to you because you never know what success you might have and two, think about ways you could have a conversation with your customer base.”

The radio show launched on April 4.

Commenting on how the brand started out initially, Hutchison said word of mouth, brand partnerships and customer experience was key.

“In the early days it was all about partnering with the right brands. It was also about talking to our customers. Luxury is a digital-first entity but so much of what we do is talking to our customers is on a daily basis,” he said.

The basis of marketing was quite simply, let’s find a great product and I believe our first offer was a Bali based offer, and let’s build value into that and take it to our audience that we do have.

“From there it’s about  the experience customers had on the ground,” he added.

“It’s really been that incredible word of mouth that’s built the business.”

While Luxury Escapes has no marketing budget or official marketing director, he said the brand’s success can be attributed to be investing in things that are “profitable.”

“We have no marketing budget. We continue to invest in things that profitable. Where we have a strong ROI, we go again, where we can’t track or measure something we stop.

“What we want to do is encourage everyone to think their entire workforce is capable and confident of being a marketing professional.”

Hutchison added the brand’s Facebook platform is no longer an engagement tool but rather a sales channel.

“We have 650,000 Facebook fans and 83,000 Instagram fans. Without revealing too much, our Facebook platform or community is not there just for the purposes of engagement. This is a genuine sales channel for us now.

“Between 8-15% of revenue on any given deal is attributed to Facebook, that’s quite incredible.”


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