A MICE, DMC, and B2B website allowed this travel company to engage their customer segments with highly targeted communications, differentiated USPs, and calls for action.
This tour operator works across three travel segments: a B2B cluster serving travel agents all over the country, a DMC branch with a more global scope, and a MICE group working with the corporate sector.
For this company, the main challenge was reaching out to these distinct customer segments with highly targeted content. The three corresponding branches at the company have a unique brand identity, voice, and selling propositions. Their business processes are quite different too. And more importantly, their respective clients have quite specific needs: travel agents, OTAs and travel companies, corporate clients.
After some preliminary discussions, the company realised each customer segment required a dedicated website if each brand was to communicate effectively their core values, distinctiveness, expertise, and experience.