Luxury, invitation-only marketing group, the Affluent Traveler Collection (ATC) announced a series of new enhancements to the program at The Affluent Traveler Symposium held at Resorts World Las Vegas. More than 250 participants attended the event, which was held two days prior to the American Marketing Group’s 2022 Travel Market conference. Those in attendance included ATC luxury-focused agency owners, advisors and partners, who participated in networking sessions and one-on-one meetings.
“We were very excited to have the opportunity for our agency owners and partners to collaborate, network and learn at this year’s Symposium focusing on leadership and branding,” said Nicole Mazza, chief marketing officer, American Marketing Group. “Even more exciting is that ATC sales of preferred luxury partners are seeing a double-digit growth over 2019 sales.”
Keynote speaker Katina Athanasiu, COO, Silversea opened the event speaking about the importance of establishing brand leadership in advisors’ markets. An executive panel featured Cesar Wurm of IHG; Ellen Bettridge of Uniworld Boutique River Cruise; Laurie Palumbo of ID Travel Group; Steve Smotrys of Seabourn; and Ricky Sitomar of Star Jets International, who shared their vision on the importance of leadership in creating a strong brand identity. Partners and advisors participated in a rapid-fire marketing panel and included: Janet Bava of AMA Waterways; Eden Algie of MHS Worldwide; Sara Ranghi of Melia Hotels; Belvin Baldwin of Showtime Travel; and Billie Ruff of Travel Café. Steve Spivak from Tauck closed the session with his comments on brand strategy designed to deliver a loyal repeat following.
ATC marketing this past year has featured a new brand campaign “luxury is the standard” that has resonated well with consumers who are eager to travel and splurge on upscale vacations. Through this campaign, consumers are engaged through e-marketing, direct mail and social campaigns. ATC marketing is generating up to 29 percent click-through rates with up to a 40 percent open rate—higher than industry averages.
For 2023, ATC is enhancing its consumer marketing with a new interactive ATC Amenity Guide. This popular piece displays a wide variety of product information, supplier amenities and more for both advisors and now consumers. In addition, this publication, along with The Affluent Traveler Magazine, a semi-annual consumer luxury magazine, will now include more interactive capabilities such as animation of photos, embedded videos, telephone or video hotspots, links to suppliers and more. This new format will further engage advisors and their clients and facilitate the process of finding the right experience in a fun and engaging way.
Luxury Trends and Top Destinations
The most popular trending destinations for the luxury traveler this year as evidenced by ATC advisors are Greece, Italy, France, Portugal and Africa showing almost double-digit growth. Clients are spending more, staying longer, booking last minute and want unique customized experiences while also being eco-minded in their selections. Multi-gen and reconnecting with loved ones are key drivers. Most importantly, luxury travelers are seeking a qualified travel advisor to assist them in their travel planning, especially as rules and regulations continue to evolve.
Customized Training for Advisors
As luxury clients are looking for more customized experiences and smaller groups, this trend also pertains to the way ATC advisors want to learn. New training programs are being developed that cater to the owner/managers of agencies on ATC’s products and services. In addition, peer-to-peer training was announced to share best practices amongst agency owners.
“We are very fortunate to rely on our ATC Engagement Council, consisting of 12 of our top ATC producers from the U.S. and Canada who offer advice and recommendation of our program,” said Mazza. “Travel demand is strong, and we need to ensure we are providing marketing and products that exceed our customers’ expectations. Listening to our advisors helps us deliver better solutions to enable them to cater to their clientele. Many of the above enhancements in the program were driven by their input.”
ATC is a wholly owned subsidiary of the American Marketing Group, with more than 19 different travel brands serving 25,000 advisors generating $20 billion in revenue. www.theaffluenttraveler.com
Related Stories
ALG Survey Shows Half of Americans Want Travel Expert Assistance
Avoya Travel to Debut Air Booking Engine