of bookings attended at least one Discovery Series broadcast
repeat booking rate
Product: ON24 Webcast Elite
Use Case: Customer & Product Marketing
Industry: Professional Services
Number of employees: 0-250
TCS World Travel has hosted adventures of a lifetime for more than 30 years. The company offers all-inclusive luxury journeys to unique destinations around the globe. Founded in 1991, TCS World Travel is a pioneer in the private jet industry, having developed and operated some 300 luxury jet expeditions to more than 200 destinations.
The world’s leading and most awarded private jet expedition company, TCS World Travel, designs and hosts luxury trips, including three-week-long, around-the-world journeys. Guests travel the globe in TCS’ customized private aircraft, stay in top-tier accommodations and tour far-flung locales — all while being guided by experts in relevant fields.
Finding a way to engage grounded travelers
After the rapid acceleration to a digital-first world, TCS World Travel eagerly sought new methods to keep its customer base engaged and growing until they could take to the air again. The answer: interactive content-driven webinars with renowned subject experts.
“We needed a way to stay engaged with our guests, who are very loyal,” says Susie Lukach, TCS’s director of business development. “We have at least a 40% repeat rate.”
Her idea: work with the company’s renowned subject matter experts to create virtual presentations exploring the history and culture of global destinations. Lukach planned to send invitations to past guests and prospects to join the live, interactive event.
“But I didn’t know how to produce a webinar in any way, shape, or form,” Lukach says. She tried out a boutique provider but found it difficult to work with and scheduling nearly impossible.
“We realized, after two experiences with them, that we needed a platform that we could operate on our own,” she says. ON24 fit the bill.
“Our webinars have proven to be not only a great customer engagement product, but also a source of opportunities for our sales team.”
Director of Business Development
Turning virtual travel events into sales
With the help of ON24 Webcast Elite, TCS World Travel launched “The Discovery Series,” live webinar events that explore remote locations — enticing new prospects and keeping current customers anticipating their next trip.
ON24 offered Lukach the training she was looking for. Over the course of three one-hour calls with the ON24 technical department, she and a colleague learned to set up Webcast Elite and how to use it effectively. The TCS sales department also received step-by-step lessons on integrating the platform with Salesforce using ON24 Connect.
That guidance gave Lukach the confidence to create and run the webinar series entirely in-house. The speakers — often college professors with particular areas of expertise — enjoyed the opportunity and the platform, and viewers were equally enthusiastic.
“The experts are leaders in their fields. They have followers among the people who have traveled with us,” Lukach says. “A lot of people have been tuning in.”
“Our webinars are not long. They’re 25 minutes of content with the expert, and then another 15 minutes for the Q&A,” Lukach says. “But honestly, the experts are so fascinating that often we go over.”
And while audiences enjoy an entertaining and educational event, the TCS sales team gathers useful data.
“ON24 is a good platform for us on the analytics side,” Lukach says. “The invitations go out through our marketing platform. When people respond, the URL provided by ON24 connects directly to Salesforce. We know who has registered and where they are in our funnel process.”
“Then, after the webinar, we know who stayed on for how long, and who downloaded what,” explains Lukach. “That information goes directly to our sales team, and they’re able to work on those opportunities right away.”
TCS World Travel’s webinar series is just one part of the company’s strategy for reaching prospects and customers — and it’s highly successful.
“We have many digital touch points,” says Lukach. “But 78% of our bookings in Q1 watched a webinar. Our webinars have proven to be not only a great customer engagement product, but also a very good revenue source for us.”
In fact, the webinars have been so successful that Lukach and her team plan to continue to create them, even as air travel is ramping up again.
While TCS experts present the Discovery Series’ content, its new webinar program, Expedition Series, will focus more on the travel itself. “Now that the world’s opening back up, where are we going? What are the special places to see? How will we keep everyone safe?,” Lukach describes. All webinars will be interactive.
“We’ll have two parallel paths for our webinars—both supported by ON24.”
“ON24 allows us to see who registered for and attended our webinars and where they are in our funnel process. We know who stayed on for how long, and what resources were downloaded by the attendee. That information goes directly to our sales team, and they’re able to work on those opportunities right away.”
Director of Business Development