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1,000,000 Highly Targeted Vacationers -
700,000 Highly Targeted Skiers -
2,000,000 Targeted Consumers -
Guaranteed Bookings -
500,000 email blasts - FREE! -
92% Take Repeat Insertions
Why The Bookings’ Match Back Analysis is Most Accurate
It would be “nice” if promo codes and landing pages were effective at accurately tracking bookings; they are not because:
- People ‘Google’ the site they want to get to, and/or...
- ...Leave off the tracking code.
- There are numerous bookings channels beyond the one featured in an ad, such as travel agents; OTA’s etc.
- After an ad prompts the consumer to go to a booking channel; they often have multiple promotions to choose from beyond the one in the media.
Before and during the early internet years, promo codes/landing pages were the norm and relatively accurate. Today, to effectively identify the media source from which a consumer comes, leading resorts, cruise lines and tour operators use the Bookings’ Match Back to compare actual bookings generated to media sources’ databases.
Some consumers receive the mailing at their home and book through their business address. Thus, the media will not get credit. That said, an address to address bookings’ Match Back is the most reliable method of holding media accountable for helping to bring a consumer to a ship, resort or destination.
Treasure Chest offers the Bookings’ Match Back analysis as a free service. Or, we will supply our mailing’s database for this same purpose. Reports can be tailored based on property/destination; past/new guests and more. For example, this report was performed six weeks after last fall’s mailing hit:
Who Uses the Matchback?
This is just a partial list of companies which Treasure Chest is aware of.
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5. Kiawah 6. Carnival 7. Atlantis 9. Hurtigruten |
10. Aspen 11. The Moorings Yacht Charters 12. Costa Cruises 15. Oceania Cruises 16. Paul Gaugin Luxury Cruises 17. Vantage Deluxe World Travel 17. Chase Bank |
Travel Industry Professional’s Share Their Experience
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I have managed large multi-channel marketing
programs for hundreds of luxury hotels,
resorts and casinos over the past decade and
have found that promo codes are no longer
an effective means for tracking bookings.
In a complex and fragmented market there
are simply too many booking channels, each
with their own menu of promotions which may
preempt the channel which initiated consumer
response. For multi-channel digital/traditional
campaigns the booking matchback tracking
method has been widely adopted as a far more
accurate measure of success. 
For the past three years, [we have] been
featured in every Treasure Chest Vacation
Travel and Ski mailing due to the fact that the
response is greater than what we receive from
other media. Most recently we conducted a
matchback for the Fall mailing and identified
the number of bookings which exceeded our
expectations…the ROI is impressive. Even
in this economy, Treasure Chest continues
to produce successful results. |
In today’s multichannel commerce environment,
the Web is producing a flood of orders
and typically these orders come without
source codes. Matchback results provide
a much richer and deeper source of data
than merely telling you the total response
of each list segment mailed. With a flood of
Web orders lacking source codes, [marketers
can use] matchbacks to get more complete
mailing results.
Pre-internet, promo codes were the gold
standard for tracking medias effectiveness,
we used it at United, Renaissance and
Regent….. then, when multi booking channels
emerged and most with additional options for
the consumer to select from, the matchback
became the definitive source for tracking
bookings to media.
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The Treasure Chest Guarantee
A company will not be billed if their media objectives are not achieved. If the media goals are reached, but enough bookings have not been sourced to cover the media’s cost, Treasure Chest will provide the next mailing at no cost to the company. Thus, there’s no risk to a company as Treasure Chest is absorbing all responsibility for effectiveness.