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A Q&A with Flight Centre

We asked Carre Le Page, VP of Marketing for Flight Centre, Canada to share his experience on partnering with Tailwind.

About Flight Centre: In February 2008, Flight Centre Ltd. acquired Liberty Travel, one of the United States' largest and most recognized travel agency groups. As a result of the integration, Flight Centre North America split its businesses into two separate entities: Flight Centre Canada and Liberty Travel USA. Flight Centre's presence in Canada includes more than 180 shops & businesses and over 1,000 staff across the country. Flight Centre Canada is headquartered in Vancouver and has locations throughout British Columbia, Alberta, Ontario and Nova Scotia. Its multi-channel distribution strategy sets it apart from competitors by offering its clients the choice of dealing with an agent either directly or in person, on the phone or online through its booking engine.

A Q&A with Carre Le Page, VP of Marketing for Flight Centre, Canada

Tell us about your partnership with Tailwind:

We partnered with Tailwind about 18 months ago, so it’s been a pretty solid 18 months worth of activity. We had a lot of work to do. Essentially, our website and our online presence was in a bad state. We weren’t happy with our previous guys. We wanted a company that was going to be working for us, constantly trying to improve and prepared to actually put in the hard yards. That’s what Tailwind has been able to do. Constantly, every single time we catch up with them, they are constantly looking for new ways to improve. That’s what I love about them. The culture they have is fantastic. We like to say we’re young and fun, work hard, play hard and I feel that Tailwind has the same mentality. You have a lot of young, up and coming bright people working for the business and they’re always looking for new ways to make our business a success.

 

What outcomes have you seen so far?

One of the biggest things we’ve seen is the project called the Dynamic Landing Pages project. That’s what we call it internally at Flight Centre. This is cutting edge technology. I haven’t seen anyone else doing it in the travel space. It’s essentially tapping into long tail searches and being able to tailor make a landing page instantly to suit that customer’s needs. We were able to see our cost per click and cost per inquiry go down, and our conversions go up. So we’re just constantly improving. We’re able to now target more specific searches and chase certain destinations or certain travel products rather than everything that’s out there, because there’s hundreds of thousands of products.

 

What do you like most about working with Tailwind?

The co-creation was initial. It was evident from day one. I certainly would recommend Tailwind for the reasons I think I’ve already mentioned. The culture that exists here is great, the people are so friendly, they’re intelligent, they are very professional people. Constantly looking to improve. They’ve got the clients needs in mind all the time. Constantly looking to grow their clients business and I think an agency that is able to do that is a pretty powerful partner. 

We’ve gone to global meetings with other Flight Centre nations and presented some of the activities and initiatives that we’re doing with Tailwind and some of the feedback and responses we get from our counterparts around the world is fantastic. It’s really positive. They see Dynamic Landing Pages and say, "We need that. How do we get that?" So I would certainly recommend Tailwind to my own counterparts around the world, and other businesses.

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