Seth Fandetti has been promoted to director of online marketing at Collette Vacations. In his new role, Fandetti will oversee the company’s Web site, including the development and execution of online marketing strategies. He began his employment at Collette in 2000 as Internet development coordinator and worked his way up to senior Web developer. He has a B.A. from Roger Williams University.
PBN: How has Collette Vacations balanced the success of its traditional business model with new, up-and-coming markets?
FANDETTI: Collette Vacations may be the nation’s oldest tour operator and may have started as a “brick-and-mortar” company, but in order to be a leader we always try to be forward-thinking and employ the brightest people in the industry – we are a young company in that way. This helps us stay on top of emerging opportunities and markets. To keep the brand moving forward you always have to be innovative and adapt.
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PBN: You are using digital platforms to increase Collette’s presence. Why do you think many industry sectors have been unable to harness emerging digital platforms?
FANDETTI: The reason other industry sectors have not been able to harness these platforms is simple; it’s all about the product. We sell travel. Social networking is the ideal platform for such an exciting product. Consumers don’t get revved up and tell everyone they know that they just bought a toaster oven; it is not an emotional purchase. Travel connects and inspires people. People save up for a vacation and look forward to it. With the new tools like Facebook, Twitter, YouTube and blogs, we have a chance to capture and enhance that excitement.
PBN: What is Collette offering through its online approach?
FANDETTI: We offer product webinars, videos and interactive ways to engage consumers in the pre-purchasing phase – where they get excited about travel. The Web site reflects the full spectrum of Collette, ensuring rates, dates and inventory are all up to the minute – no easy feat in an industry that’s constantly evolving and responding to global issues. Many of our competitors do not have this kind of “real time” capability – which allows us to react quickly to the market. •
