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It generally takes an average of three years from the time someone inquires about an Alaska vacation until the time they actually take the trip. This means it’s important for Holland America to communicate regularly with those who express interest.
What’s more, some of the company’s passengers book well in advance, but end up cancelling the trip.
To keep in touch with prospects – and to help buyers feel good about the trip they’ve already booked – a newsletter called Northern Lights was created. The newsletter was also used by travel agents who could imprint their logo on the mailing panel.
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