Princess Cruises transformed the way travel agents receive information and conduct business by implementing a Really Simple Syndication (RSS) solution using Alterian's online marketing application, Dynamic Messenger.
Princess Cruises is a global cruise and tour company operating a fleet of 14 modern ships. The company is part of Carnival Corporation & PLC.
The functionality of the Dynamic Messenger platform allows them to use email, dynamic content, database marketing and analytics to create a trackable RSS stream, termed "OneSource Notices". OneSource allows travel agents to request and receive a continued stream of the latest news, promotional fares and offers from Princess Cruises.
The RSS live feed is data-driven and tied directly to each email campaign powered by Alterian's Dynamic Messenger. The agent logs onto the Princess OneSource website and all emails that the travel agency receives are automatically available in RSS format and are targeted based on their profiles.
The same campaign measurement and reporting features available through Alterian's Dynamic Messenger for email delivery are also available to measure the effectiveness of the RSS feed.
With this functionality, Princess Cruises also can track clickthrough and open rates, which will assist with future content development and promotional offers.
Princess Cruises advocates that the OneSource Notices provide Princess with a viable alternative of reaching travel agents other than through their email inbox. RSS feeds are real-time, don't require an extra step of actually opening an email and are user-requested.
According to Princess Cruises, the system provides a non-intrusive and concise delivery of timely information for travel agents throughout the country, which is vital in an industry where rates and schedules can change instantaneously.
Princess Cruises also u
ses the Alterian solution for the ability to repurpose content used for their email marketing campaigns to deliver personalized RSS communications with no added costs or effort.
Download the Princess Cruises Case Study
