Hotel & Tourism SMARTreport #40

EXCLUSIVE INTERVIEW
OUR ADVISORS
ARE EXPERTS IN
THEIR FIELD AND
GO ABOVE AND
BEYOND TO FIND
THE BEST OPTIONS
AND VALUE FOR
THEIR CLIENTS
a network, we truly are a community of
like-minded entrepreneurs, each going to
market in their own unique way, but tied
together by a common set of values that
tie us together. Our meetings are family
reunions much more than just business
conferences;
Our track record, we have been very
focused and successful over the years, and
proud to be the most productive network
in North America, in terms of preferred
partner sales per member agency, as
well as the most engaged, with a higher
percentage of preferred partner sellers
within a network in the industry;
We also have the highest memberretention
rate of any network in North
America;
Finally, our guiding principles: to serve
our members and add value to our
partners and shareholders.
How do you help agencies develop
and promote their brand?
All consumer-facing communication and
marketing that is created by Signature
is personalized for the member at either
the agency or advisor level. The highlypersonalized
approach builds rapport
and trust between the traveler and their
advisor. Additionally, the traveler as well
as the advisor can manage what type of
communications are received. Signature
also supports members, and their unique
brand promises, by developing the
relevant content that consistently delivers
the inspirational, experiential, meaningful
and useful information that discerning
travelers want to receive.
Meanwhile, Signature offers customized
technology solutions that address
individual needs of each member and/or
advisor and include extensive web content,
online marketing tools and turnkey
email marketing programs, on-demand
personalized one-to-one communication
vehicles and other technological tools that
ensure advisors can respond to inquiries
and proactively manage the customer
experience. These tools comprehensively
assist advisors to build a strong trust
relationship with their customers. Advisors
are further empowered with weekly reports
providing them a complete overview of all
messages, print and electronic, that their
client receives, including e-mail campaign
open and click-thru details, which enables
the advisor to proactively connect with
their clients that show interest in a specific
destination or product.
Please tell us a little about Signature
Advantage Marketing…
Signature offers expertly planned
campaigns across multiple channels
and high-impact customer touch points
tailored to individual business models.
With more than 10 million direct mail
pieces and editorial publications every year,
Signature provides members with a wide
range of personalized marketing tools to
ensure every email, magazine or direct
mail campaign a client receives is targeted
and relevant to their interests and travel
needs. A centralized database of more
than four million travelers is combined
with ongoing analysis and segmentation
to help member agencies to maximize the
return on every campaign and expand
their reach with precision. This data
enables Signature to orchestrate highly
targeted email and direct mail marketing
initiatives for members that drive results.
Signature’s most highly circulated
publication, The Travel Magazine, and the
recently relaunched Ultimate Experiences
exemplifies Signature’s commitment
to producing original and compelling
content that supports our members and
attracts new travelers. Supplier-specific
and destination-oriented brochures and
direct mail pieces feature exclusive and
time sensitive offers. One of Signature’s
greatest marketing advantages is our
proprietary e-marketing program and
tools, which puts the power of 1-to-
1 email communication in the hands of
the travel advisor. Every Signature advisor