As part of its CRM strategy, Travelocity has worked upon a customised RSS Feed Solution, developed and launched by hospitality Internet marketing company E-site Marketing.

Published: 22 Nov 2005

As part of its CRM strategy, Travelocity has worked upon a customised RSS Feed Solution, developed and launched by hospitality Internet marketing company E-site Marketing.

Utilising RSS (Really Simple Syndication) technology, E-site Marketing designed an application that enables Travelocity to notify subscribers via their RSS news readers when Travelocity finds lower fares to their favorite destinations.

The initiative is being termed as combining the power of RSS technology and Travelocity's compelling content to enhance customer communication and directly impact the sales and marketing process via highly-targeted messages.

Laura Johnston, vice president CRM/Loyalty for Travelocity said that the company views this application and launch as a significant consumer benefit and major component of its CRM strategy.

Johnston added, "Leveraging RSS technology, Travelocity can effectively deliver our most compelling offers to subscribers according to their unique needs and criteria; and based on beta testing, customers are responding in an extremely positive manner."

Felix Laboy, founder, president and chief executive officer, E-site Marketing, "We are confident this will lead to stronger customer loyalty and ultimately increased revenues."

"Each day, Travelocity searches thousands of flights to identify low fares. Travelocity's new RSS feed will ensure that when Travelocity finds a low fare to a subscriber's favorite destination, an alert is communicated to that subscriber through their RSS news reader of choice (i.e., My Yahoo!, My MSN, NewsGator, Pluck, etc.). Subscribers simply create a personalized RSS feed by selecting their own customized list of preferred destinations or choosing from Travelocity's recommended destinations by trip type. As subscribers review their daily RSS reader, Travelocity's feed will provide customized travel information, news on discounted fares, and special offers. When they're ready to check availability for a flight, one click takes them directly to Travelocity," stated a release.

RSS technology is a format that websites and blogs can utilize to effectively syndicate content. RSS enables the announcement and promotion of updates to website content by dynamically creating a "feed" that can be pushed to RSS readers such as My Yahoo!, Bloglines or NewsGator. This technology allows marketers to deliver frequently updated content and information to targeted customers who subscribe to receive these feeds.