Travel Counsellors adds personal touch

Travel Counsellors is continuing its innovative use of technology with the imminent launch of a new online consumer magazine that will be e-mailed direct to customers.
The e-zine, called Etc, will feature webcast discussions on destinations and industry issues, details of special offers and a consumer forum. Customers will also be able to post questions to homeworkers and receive advice in return from the company’s network of 555 consultants.
Managing director Steve Byrne said the aim was to use technology to create an interactive bond with customers.
“There are lots of corporate magazines, but we wanted to produce something different that would engage our customers,” he told Travolution. “We want this to be highly interactive.”
The use of webcasts has already been successfully introduced by Travel Counsellors through its widely acclaimed weekly broadcasts to agents and it now hopes to replicate that success with customers.
The e-zine, which Byrne said would be updated “frequently”, will be sent from its Bolton head office to all its consultants who will then forward the link to their individual databases.
“The consultants will produce a personalised e-mail flyer with the link which will ensure personal contact,” said Byrne.
The first issue will feature Travel Counsellors chairman David Speakman informing customers about financial protection, a destination report on Tenerife and a discussion asking ‘how safe is your holiday money?’.
Byrne estimated the e-zine will reach around 50,000 of Travel Counsellors’ 160,000 customers.
“The aim now must be to build up our email database,” he said.
To view the Travel Counsellors e-zine, visit http://www.travelcounsellors.com/ezine