Last updated: 05:00 PM ET, Fri July 10 2015

Opinion Home | Your Full Potential, Reached. Be NEX!

  • Faith Kuczaj | July 10, 2015 5:00 PM ET

    Making Your Database a Gold Mine

    Making Your Database a Gold Mine

    What makes your database a gold mine? It is all about what you collect and how you use it. Everyone collects name, address, email, phone numbers, date of birth, spouse/partner and children, right? 

    Some people even collect the names of destinations where the customer has already traveled, milestones (birthdays, anniversaries, graduation, etc.) and/or bucket list travel destinations (making note of the order of importance).

    But why just gather the bronze basics when you can have gold? Take your customer database to the top by collecting the EXPERIENCES your customers dream of having when they travel. That is the real gold! Why? Because your customers’ dream travel experiences are full of emotion! When you fulfill an emotional need or want, your customers are less likely to be focused on cost.

    So, how do you use this information once you have it? 

    First, it has to be searchable, so that it is actionable.

    Your marketing plan will dictate when you search your database and what for. 

    For example, let’s pretend that “Becca Raymond” is your client. Your database contains her full name, her home and business addresses, her personal and business email, her date of birth plus spouse and children birthdates, and the names of her spouse and children. During conversations with Becca, you know that both her husband’s (Sam) 60th birthday and their 25th wedding anniversary are in 2016. These are milestones! You also noted that out of their top 10 bucket list destinations, they have yet to travel to Africa. 

    In this scenario, if the above information is all that you had in your database, you could reach out to Becca six to 12 months prior to her family’s milestones and suggest they fulfill their bucket list travel to Africa in 2016 as a way to celebrate both the birthday and anniversary.

    What would their first question be? They would most likely want to know how much the Africa trip would cost.

    Second, take the experience approach.

    Here’s another approach stemming from knowing their dream travel EXPERIENCES – the real gold in your database. You reach out six to 12 months prior and congratulate them on their upcoming milestones. Remember, Sam is turning 60, and they are celebrating their 25th wedding anniversary in 2016. 

    You know that they have always wanted to experience an African safari, and you want to suggest they time it to include the "greatest show on earth" – the great wildebeest migration in the Serengeti/Tanzania, which is comprised of 1.5 million wildebeest accompanied by 400,000 zebra and 200,000 gazelles along the way. It adds a whole new dimension to their dream travel experience of an African safari. 

    What would their first question be? They would most likely want to know when they could go!

    Do you see the difference? Your customers certainly will.

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Faith Kuczaj Your Full Potential, Reached. Be NEX!

Faith Kuczaj Faith Kuczaj, CTC, CTIE, is a Director of Travel Partner Marketing for Nexion. In her role, Kuczaj manages Nexion’s luxury and niche travel partner relationships, developing marketing strategies to propel these partners’ sales through our more than 3,500 independent, leisure and corporate travel professionals. Faith’s 20-plus years of integrated marketing and consulting experience are instrumental in her ability to develop new programs, create innovative marketing tactics and manage travel partner relationships. She joined Sabre in 2003 to develop their consumer email marketing program and served as editor-in-chief for internal and external communications across several of Sabre’s emerging businesses. Faith became part of the Nexion team in 2005 and has used her marketing consulting, communications and film/video background to contribute to Nexion’s success. She has served on the advisory board of Isramworld and is currently on the advisory board for Tauck. Nexion, LLC is a branch of Tzell Travel Group, a Travel Leaders Group company.
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