WestJet Vacations launches PURL

New personalized websites offer travelers tailored vacay details, social networking features and a new venue for cross-sell options.

WestJet Vacations (WJV) has launched a new, more personalized marketing touchpoint to engage its travelers. Using Vancouver-based Contac’s eConcierge technology platform, it’s offering its guests automatically-generated personalized websites known as PURLs, containing tailored information on flights, transfers, hotel, tours, destination and attractions information and discount coupons. Users can also upload photos, share their vacation details on social networks and email their PURL to friends and family.

The move is designed to help WJV diversify its revenues, build relationships with guests, increase referrals and repeats. The new marketing program also acts as a customer relationship management tool that tracks a customer’s online activity and compiles data for future marketing campaigns. ‘It can be used as standalone email marketing, but is most effective when used in conjunction with an integrated marketing campaign that includes direct mail created with Contac’s variable print technology,’ Contac’s president and CEO Riaz Pisani, tells MiC.

Pisani says the platform also supports the option to sell online ads to capitalize on impulse purchases such as trip add-ons – up-sell and cross-sell related products and services via preferred suppliers. ‘You have an innovative vehicle [that is] highly targeted, cost-effective, efficient, immediate, informative and engaging.’