We’ve taken great pride in our Directory of properties over the years – it was also flattering that The Guardian Observer recognised our designers with their Best Brochure award in 2007. However, we’re a forward looking bunch here at Classic and we’ve looked closely at how the Directory meets our customers’ needs. The vast majority of our bookings are now made online so it made sense to question how well a book containing hundreds of properties could perform. So, we ran a test and left a sample of customers out of the Directory mailshot. The result was marginal but surprising, the booking conversion rate was slightly higher for those left out of the mailshot.
We’re responding by producing a more emotional, holiday focused brochure for 2018, that gives a big nod to the quality visitors can expect, whichever property they choose.
For guests who wish to book offline we are developing a more bespoke, personal service to help them find the right property. We will work with them on the phone to narrow down their selection to a definitive list and send individually printed cottage details along with our new brochure, all wrapped up in a cleverly designed folder.
We are confident that this new approach not only reflects the shift in customer behaviour, but also ensures that we exceed the expectations of those guests who wish to book their holiday having discussed the details with one of our team.
Our aim is not to have to tell potential customers about our high standards, but to let them discern that from the quality of our brochure. We want them to trust us to put the same care and attention into our property selection process as we put into the brochure. Please send for it by clicking here to judge for yourself.