Improving effectiveness of marketing campaigns for a travel and leisure company The Client The Challenge The client is a leading travel and leisure company providing timeshare properties to its members across the world. By late '90s the market for timeshare services became extremely competitive because holiday-makers now had an impressive line-up of hotel brands to choose from. For an average holiday-maker, the market offered more choice. For timeshare companies, it meant intense competition and, more effort to engage and retain customers. The client wanted to improve the engagement levels with its members and increase the efficacy of its sales and marketing programs. To achieve this, it needed to segment its customer base well and direct the right messages to the right segmen

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