Blake Hutchison, GM at Luxury Escapes, presented on The Marketing Journey of Australia's Biggest Advertiser at Mumbrella's Travel Marketing Summit 2017

2. W H A T B I G B U S I N E S S C A N L E A R N B Y T H I N K I N G L I K E A S T A R T - U P

3. TIPS FOR MARKETING LIKE A START-UP
• Teach your staff a new way of working
• Use all of your workforce as marketers
• Prioritise creativity and the best ideas
• Partner with like-minded brands… even if the product alignment isn’t obvious at first
• Above all else… get shit done

4. LUXURY ESCAPES BRINGS ITS MEMBERS THE WORLD’S BEST HOLIDAYS.
Our members turn to Luxury Escapes out of curiosity to discover
‘what’s on offer?’, to daydream about places they’d rather be; or
to plan a holiday (often without something specific in mind).

5. 5M
MONTHLY PAGE VIEWS
250,000
AUSTRALIANS TOOK
A HOLIDAY WITH
LUXURY ESCAPES
IN 2016
1M
MEMBERS
650,000
FACEBOOK
83,800
INSTAGRAM
AUSTRALIA’S
FASTEST GROWING
TRAVEL COMPANY
#1

6. hadn’t heard
of the
property
90%
now travel
more
frequently
70%
didn’t intend
to visit this
destination
67% have or
will refer a
friend
80%
are looking for
new travel
destinations
97%
THE LUXURY ESCAPES EFFECT
85% are married
84% earn more than 75k
a year OR are retired
89% own their own homes
28% are post graduate
degree qualified
93% are 35 or older35
THE LE CUSTOMER

7. WHAT GOT US HERE
SALES POSITIONING
The world’s best holidays backed by the world’s
most respected hotel brands
MARKETING & COMMS
Owning the conversation
USER EXPERIENCE
Beautiful design and support through the entire
travellers journey with multi touch points
DRIVING DEMAND
Unparalleled marketing support with
unmatched incremental business

8. THE MARKETING FORMULA OF A START-UP
No marketing department Go where they are
In-house storytellers Psychology of scarcity & urgency
First build trust. Then make sales.
Test/ learn/ rinse/ repeat
= SUCCESS
+ +
+ +
++

9. DON DRAPER IS BACK
“The future is a diverse and modern marketing team, made up of the clever analytical
marketer who uses big data to make smarter decisions, the public relations expert who
finds ways to help the brand tell great stories, the social media guru who knows how
to stay on top of the latest channels and engage directly with consumers, and, yes,
the artist/storyteller who can move people to tears. Marketing is back.”
Rich Barton – Co Founder Expedia, Zillow and Glassdoor, Board Director at Netflix

10. OUR MARKETING MIX
L E T V
A P P
L I V E
F A C E B O O K $
T H E
N E W
T H E
N E W
A G A I N
T V
P R I N T
P U B L I S H I N G
E D M
P R

11. WE DON’T PAY FOR ‘INFLUENCERS’

12. OUR CHALLENGE FOR 2017: MAKING IT PERSONAL
Platinum Club Surprise & delight
special events
in-country
Member breakfasts
and VIP dinners
and... introducing
Facebook Live
LE On Tour

13. …NOW STREAMING

14. LET’S CONNECT
BLAKE HUTCHISON
E: blake.hutchison@luxuryescapes.com
L: www.linkedin.com/in/blakehutchison