Jamie Biesiada
Embark Beyond founder Jack Ezon's current client outreach efforts during the coronavirus pandemic were born of failure.
Ezon said the New York-based luxury agency's initial marketing strategies centered on urging clients to book now for the summer, not to worry about the coronavirus and to think about the future.
"And honestly, some people told me, 'I think you're being very insensitive. People are dying. We're trying to figure out what to do,'" Ezon said.
So, in mid-March, he shifted gears to create a new strategy, #EMBARKatHome. Ezon reached out to industry contacts seeking ideas of activities clients could do at home to feature on social media and in newsletters. As he said in his initial email about the initiative, it was "very relevant, yet subtle engagement."
For instance, Embark teamed up with artist Elizabeth Sutton to create a travel-themed coloring book. Kids love to color, and it's a stress-reliever for adults, too. It's had thousands of downloads. A number of properties provided wellness and fitness tips from around the world. Recipes abounded.
"Our customers really appreciated it," Ezon said. "They felt like we were not in sales mode, we were in care mode, and we were so relevant."
Embark has shifted to more live events now. For instance, on a Sunday in April, Singita took over the agency's Instagram account and did a live game drive through the Sabi Sands Game Reserve in South Africa. In the future, Ezon said, the agency will host talks with influencers from around the world, whether they're from hospitality, fashion or another industry relevant to luxury audiences.
"It's really meant to show the human touch and our influential relationships around the world, but through human connection," he said.
Embark's initiatives will leave the agency well positioned with its clients when travel does bounce back from the pandemic.
It's something every travel advisor should be thinking about right now: engaging clients, even when travel isn't possible, to build loyalty.
"The relationship that a traveler has with their travel advisor is meant to be a long-term relationship," said Erika Richter, senior director of communications for ASTA. "It's not meant to be just for one trip. It's for the journey of their lives, really -- it's for all of their travel needs."
Staying in touch becomes even more critical in times of crisis. When people can travel again, the travel advisor community will benefit from the pent-up demand.
For that reason, Richter said, it's important to reach out to potential clients, as well.
"They are going to be wanting to explore the world again, but they're going to need help, and they're going to have questions," she said. "They're going to need to have someone walk through just the basics again."
New or old, engaging with clients now will build their long-term loyalty. As one of Embark's core values states, "Loyalty is won from the heart and not the pocket." Loyal clients also often recommend service providers to friends, family and co-workers. Some meaningful engagement now could lead to a more robust book of business down the road.
And, as Ezon said, "I don't think there is any more important time to hug a client.
"First of all, they're available, and everyone is going through some sort of crisis," he added. "And, if you want to really be an advisor and not a transactional agent, you need to be there on an advisory level for people through thick and thin."