Leading hospitality chain re-energizes timeshare sales division with 450% booking improvement.
ISSUE:

A leading hospitality chain needed to energize sales in their timeshare division. They had a very large database of frequent visitors and wished to use that file, but response rates to marketing efforts targeted using behavioral modelling of their database were very low.

APPROACH:

Twenty-Ten focused on the attitudes and needs that corresponded with increased interest, response and purchase of vacation timeshares, then used its patented targeting technology to identify consumers who both fit the existing behavioral profile and shared these key attitudes. Consumers targeted by Twenty-Ten targeted received either a direct mail piece or an email, both including an offer to visit the timeshare property at a reduced cost. Control cells using historical targeting methods also received the offer.

RESULTS:

Twenty-Ten targeted consumers responded at far higher rates than the control group, for both postal mail and email.

Direct mail
% Improvement Over Control Group
Response Rate
255% improvement
Booking Rate
300% improvement
Email
% Improvement Over Control Group
Response Rate
267% improvement
Booking Rate
450% improvement

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