AAA Destination Direct Mailer

AAA Travel partners with some of the best tour, cruise and hotel providers in the world so we can provide the best possible vacations for our Members. 

Our preferred partners - AAA Sojourns, AAA Getaways, Pleasant Holidays, Hyatt Hotels, Holland American Line, Canada a la carte, Best Western, Royal Caribbean International, Starwood, and AAA Vacations - contribute marketing dollars for access to the AAA Members file. The travel partners in this piece each paid for their placement. In addition, Travel Marketing matches the funding provided by the partners to ensure that we can maximize the reach to our Members. The partner contribution is what enables Travel Marketing to support programs such as the Destination program.

The Destination Direct Mail program included destination focused direct mail pieces as well as direct mail that focused on traveling during certain times of the year. This direct mail program is focused on selling travel during the summer time – from May to August and will offer a mixture of destinations and types of offers (cruises, tours and hotel offers). 

1. Tour and cruise buyers perform best out of all mailed segments, which include General Travel Buyers (air/car/hotel/rail/travel insurance) and highly targeted Members who have never purchase Travel.

2. Overall, when looking at Revenue per Piece, the 2010 Destination program outperformed 2011 programs although both programs had approximately the same list mix of Tour and Cruise buyers, General Travel Buyers and those who have never purchased. This may be due to the more direct response driven direct mail piece developed in 2010 by Swirl.