There’s been a digital transformation of sales processes and marketing channels behind the scenes at Lindblad Expeditions.
“We effectively doubled the organic link clicks to our website from social media channels,as well as on our on-platform media video views versus 2021,” said Dolf Berle, CEO, speaking on the company’s year-end and four quarter earnings call on Tuesday.
“We’re also now beginning to unlock the advanced analytics, which will make our marketing approach more effective and more cost-efficient. Looking forward, we expect to roll out our new reservations and booking system Seaware in the second quarter of 2023. We greatly anticipate that what this upgraded technology will mean for our team and for our travel advisory partners, ultimately linking this system to Salesforce and a number of marketing analytics technologies will mean a new day in our CRM capabilities.”
The company reported a $33 million increase in sales and marketing spend compared to 2021, with a push into digital alongside direct mail marketing.
“We’re just seeing a higher incidence of people, particularly for our core geographies such as Antarctica, Galapagos and Alaska that are coming in from the web as opposed to in response to brochures or letters or emails,” Berle said. “That’s been nice to see and we hope we can continue that throughout the year.”