Intelligence-Driven Solutions
for Travel and Hospitality Marketers

 
Today’s travel consumers have more options than ever before in how they discover and shop for everything from hotels and entertainment to timeshare properties and vacation experiences. So it’s crucial for Travel & Hospitality companies to reach prospects and customers in multiple channels with the right message at key points in their customer journeys.

That’s where Wiland comes in. We help travel industry marketers find new prospects and cultivate customer relationships through highly targeted, data-driven marketing solutions. Our vast consumer transactional data and proprietary analytics combine to deliver highly responsive audiences that can be reached through online display advertising, direct mail, and other channels.

The result is vastly improved marketing efficiency that produces measurable results.

New Customer Acquisition

Find prospects who are the most likely to become—and stay—loyal travelers and guests. Wiland’s predictive analytics and modeling solutions identify the best new prospects from within our vast database. This approach means you can acquire new customers affordably and realize the best return on investment for your acquisition campaigns in all channels.


Increasing Revenue from Current Customers

Understand your customers like never before. Our extensive data, analytics, and segmentation allow you to concentrate your resources on the most promising customers in your CRM database. We also help you avoid the high cost of continuing to pursue the wrong customers, and focus on those whose behavior, as indicated in our data, indicates brand loyalty and repeat purchases.


Reactivating Lapsed Customers

Make past customers part of your future marketing plans with Wiland’s customer reactivation modeling. We can identify the inactive customers who are most likely to become loyal travelers and guests, based on recent, relevant activity as observed in the Wiland Database.


Digital Solutions for Travel and Hospitality Marketing

Reach your audience online with Wiland’s Custom Digital Audiences and Managed Display Campaigns. Our highly targeted audiences, custom configured from our vast data for your particular brand or offer delivers your message to the right prospects and customers when they go online.

Our fully managed display advertising brings a refreshing level of transparency, precision, and measurability to programmatic ad buying. With Wiland’s managed display campaigns, ads are deployed across our vast network that includes Facebook, Google, Yahoo, MSN and many others. Campaigns are continuously monitored and optimized for response, and clients receive detailed reports on performance.


Lead Scoring and Housefile Optimization

Focus your marketing efforts (and dollars) on the customers who are most likely to respond to your next offer. For travel and hospitality companies that generate a large number of leads in their prospecting efforts, our predictive models will score them and enable you to prioritize follow-up sales and marketing efforts for maximum ROI. Our predictive modeling also determines which customers on your housefile have the greatest potential lifetime value. We will identify customers you currently market to who are unprofitable, and find inactive buyers that will perform well again.


Marketing Budget Optimization™

Cut the waste out of expensive prospecting and customer marketing. Our predictive models rank names from top to bottom based on buyer behavior, giving you the confidence to remove low-performing names from online and offline prospecting efforts. Unresponsive names can be replaced with better prospects, or the savings can be applied to other campaigns or across other channels.

Getting Started

Intelligence-Driven Solutions for Travel and Hospitality Marketers. Contact us to learn more!

Travel & Hospitality: Team

Division Leadership

Picture of Tom Murray

Tom Murray

President, Cooperative Data Division

To hear Tom tell it, living and working in Colorado creates a unique synergy between his personal and work life. He loves being outdoors—on his bike, on his boat pursuing that next great fish, or in the woods stalking big game. In the same way, he loves the adventure of helping clients become more successful in their multichannel marketing efforts. Whether on the water, in the woods, or here at Wiland, Tom is driven to go the extra mile to achieve something truly special.

With his 30+ years on both the client and vendor sides of the business, Tom is able to offer our clients unsurpassed multichannel marketing expertise. Having mailed tens of millions of catalogs as well as creating and delivering precisely modeled audiences for both online and offline campaigns, Tom’s wisdom and insights help our clients reach their loftiest goals for growth and profitability.

An avid road cyclist, Tom recently completed a 90-mile ride from Grand Lake, Colorado to Estes Park—and back! That’s two trips over world-renowned Trail Ridge Road (12, 183 ft.) for a total vertical climb of 8,400 feet in one ride!

Tom and his “much better half” Mary enjoy cheering from the sidelines as their kids, Nate and Ellie, discover their passions while receiving their college educations. At the College of Tom Murray, they can learn about putting others’ needs first, being truthful no matter what, and avoiding the temptation to take a shortcut.

Favorite Quote: “Life is 10% what happens to me and 90% how I react to it.” —Charles Swindoll

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Dave Hill

Division Vice President, Consumer Services, Travel & Hospitality, Publishing & Media

Dave is a self-proclaimed man of numbers, not of words. With a double major in finance and economics, he lets the numbers do the talking…and they say quite a lot about Dave and the know-how he brings to direct marketing in both digital and offline environments. Here at Wiland, he oversees the team responsible for the delivery of solutions and services to several hundred clients.

Dave’s nearly 30 years of direct marketing experience began at Fingerhut, where he held multiple positions in the marketing department. He then moved on to catalog marketer Michigan Bulb, which was part of Foster & Gallagher. There he led the new customer acquisition marketing and circulations functions for more than four years, overseeing direct-response advertising decisions and vendor relationships. Before coming to Wiland, he held a variety of positions with Epsilon Targeting. On the side, he’s had training in effective negotiation, management and coaching for success.

Favorite Quote: “Gentlemen, you can’t fight in here! This is the War Room!” —Dr. Strangelove or How I Learned to Stop Worrying and Love the Bomb

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New Business Development

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Todd Schulte

SVP, New Business Development

Todd brings 30-plus years of direct and online marketing experience to Wiland. Back in the direct marketing stone age, when “dot whacks” and “mail tapes” were actually part of the English language and catalogs were the marketing channel of choice, Todd was sending out hundreds of millions of them. But with the digital marketing era on the horizon, he joined the revolution and has spent the past decade in digital advertising, specializing in the behavioral and personalization aspects of the field.

Ask him about his latest adventure leading digital sales at Wiland, and he’ll tell you that the next chapter in online marketing history is not about simple behavior, but audience engagement based on holistic, cross-channel insight. What Todd likes best about the products he delivers is how Wiland collects and analyzes campaign results. It answers the question everyone is asking “What’s truly effective, and is it measurably incremental to my other marketing efforts?”

When not having fun at work, Todd enjoys spending time with his family, renovating their 1891 Victorian house in Old Town Longmont, or fly fishing in exotic tropical locations with his son.

Favorite quote: “Life is not a journey to the grave with the intention of arriving safely in a pretty and well-preserved body, but rather to skid in broadside, thoroughly used up, totally worn out, and loudly proclaiming, ‘WOW! What a ride!'” —Unknown

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Cori Rice

VP, New Business Development

Cori works with consumer services companies to help them find the right solutions to help exceed their marketing goals. Cori has worked in sales for over 20 years, most recently over 10 years at SK&A. Cori loves to build new relationships and she’s proud to say that many past clients are now her friends.

Originally from Michigan, Cori moved to California with her family in the early eighties and never looked back. With a degree in psychology from Cal State Fullerton, she has a genuine interest in people, helping others and making this world a better place, which translates perfectly into the Wiland culture.

In her free time, Cori thoroughly enjoys the Southern California lifestyle, where she can go to the beach and snowboarding in the same day. She also enjoys spending time with her husband, Geoff and their yellow lab, Harley, watching football, sweating it out in spin class, volunteering and catching up with her parents and three younger siblings, who all live nearby.

Favorite Quote: “Spread love everywhere you go. Let no one ever come to you without leaving happier.” —Mother Teresa

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Heidi Thibodeau

VP, New Business Development

Heidi is well-named, because she’s a high-energy high achiever with high expectations of herself and those she helps. Fresh out of high school, she joined the Air Force, landing in Incirlik, Turkey—a huge eye-opener for her. After raising her kids, Heidi fulfilled her lifelong goal of becoming her family’s first college graduate by earning a B.S. in business management from Colorado Technical University in 2011. Along the way, Heidi joined Toastmasters and taught others to overcome their fear of public speaking.

Heidi joined Wiland after 16 years at The Millard Group. Her experience in circulation planning, startups and digital marketing gives her a big-picture view of a client’s business objectives and how to attain them using Wiland’s industry-best transactional database, analytics and modeling.

She believes the only way to make changes in life is to jump right in and get involved, something she never hesitates to do. With a husband in the military for 30 years, Heidi knows how to work within an existing framework yet retain her individuality. She is big on volunteering, for which she’s won many awards. Heidi serves on several boards, volunteers with the National Guard Family Support Program, and has coached kids in numerous sports. Always in motion, Heidi loves to ski, hike, and bike with her husband, and she gets a kick out of watching her kids forge their way in the world.

Favorite Quote: “As we express our gratitude, we must never forget that the highest appreciation is not to utter words, but to live by them.” John F. Kennedy

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Patrick Flaherty

Director, Digital Sales

When you meet Patrick Flaherty, it’s not hard to see that he’s a born Irish storyteller. Patrick loves stories and shows it by taking his wife and three girls to Disney parks whenever possible. Disney sets the bar high for customer satisfaction, and that’s what Patrick also sets his sights on: delivering Wiland’s digital products and services with a smile. What’s more, he aims to elicit one as he makes clients feel he’s an extension of their own staff.

His several decades in direct marketing, another decade in a family business and many years as administrator for a large church add up to a lifetime of experience making his customers smile. Patrick’s love of stories and smiles spills over into all aspects of his life, from volunteering with youth groups to helping nonprofit charities find the support they need to thrive. The Boulder-bred Patrick also smiles through the many magnificent miles of cycling and running in the area. Then come the stories of a true Irishman—which he wisely recognizes as blarney, the talk that aims to charm, flatter or persuade. Service, stories, and smiles: that’s Patrick.

Favorite Quote: “Twenty years from now you will be more disappointed by the things you didn’t do than by the ones you did. So throw off the bowlines. Sail away from the safe harbor. Catch the trade winds in your sails. Explore. Dream. Discover.” —Mark Twain

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Client Services

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Jan Chandler

SVP, Client Services

Jan’s work-hard, play-hard philosophy has propelled her 20-year direct marketing career since 2007, first at Neodata, then at CK, and finally at Wiland. She’s good at juggling multiple tasks and staying organized. Yoga has taught her to be flexible, mindful and present—a winning combination. Her tremendous energy goes into her family, her grandchildren, her hobbies, and her work, where her roster of clients reads like a Who’s Who of the publishing industry. That love of publishing complements her love of service as Jan deciphers her clients’ challenges, then creates effective plans to help them reach their goals.

Jan earned her B.A. in business administration and, recently, her M.S. in organizational leadership, both from Colorado State University. She plans to teach college-level business classes online. Meanwhile, she’s busy beading, crocheting, cooking, reading, hiking, repurposing thrift-shop finds, and helping build houses with Habitat for Humanity. Jan is all about hands-on service, and she loves to discover good ideas and unique solutions that work for the good of her Wiland clients.

Favorite Quote: “Strive not to be a success, but rather to be of value.” —Albert Einstein

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Deb Hutchens

Client Services Director

Raised an Air Force brat, Deb was born in Germany and lived all over the world with her family of five, which makes her a people person, comfortable wherever she goes. After earning a B.S. in marketing from Illinois State University, Deb was lured by the great weather and breathtaking beauty of the West to Wyoming in 1982. She took MBA-level classes at the University of Wyoming and held jobs at Blue Cross Blue Shield and Unicover. Colorado then beckoned with jobs at Current, Artistic Greetings and Experian, and Deb then joined Wiland seven years ago.

Deb likes things hot. She’s a devotee of hot yoga, and for vacation gathers with her close-knit family in the sweltering heat of Oklahoma in July. Family is paramount to Deb, who is a devoted daughter, sister, and aunt. Deb’s takeaway from yoga is remaining flexible so as to ease into difficult poses. Those same attributes also serve in her life and in her job, which she describes as the perfect blend of analytics and customer service. As an advocate for her Wiland clients, Deb loves it when she can say, “Why yes, we can do that!”

Favorite Quote: “That which does not kill us makes us stronger.” —Friedrich Nietzsche

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Gregg Kinnes

Client Services Director

Gregg comes by his direct marketing talents naturally. His grandfather was a postal carrier, and his father was a circulation director.  “My dad had one of those drawing tables, where I would watch him designing his own business reply cards. Cut and paste was real back then.  We used keypunch cards to make Christmas decorations.” After graduating from Colorado State University with an economics degree, he spent many years in circulation, fulfillment and direct marketing – with a little bit of owning a pet store thrown in.

Gregg is an avid fly fisherman, spending many weekends camping in the wonderful western outdoors. His two children have moved out of the house, but he and his wife are not empty nesters – three dogs, two cats, two birds and two fish still live at home.

Favorite Quote: Dum vivimus vivamus – A Latin phrase meaning  “While we live, let us live”.

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April Simon

Client Services Director

April began her direct marketing career with the legendary National Demographics & Lifestyles (NDL) in 1993 before moving on to Arvato, part of Bertelsmann, which often took her to Germany (including during the World Cup in 2006).

April came to Wiland in 2007, where she advanced to outside sales. In 2012, when cancer struck, April’s family and Wiland colleagues lovingly helped her through the tough times. Today, as a survivor, she says, “Wiland is like a family to me. I have a completely different perspective on life these days and always look at the positive in everything I do.”

When not at work or checkups, the avid motorcyclist (who started riding long before it was cool for chicks to ride) hits the road year-round in the mountains, plains, and everywhere in between. She loves hanging out with her beloved dog, Lucky, noting that rescue is a two-way street.

Favorite Quote: “When life gives you lemons, make lemonade.” —Dale Carnegie (attributed) by way of April’s mother

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Jodi Smith

Client Services Director

Jodi has spent her entire career in publishing and related industries. She started in telephone customer service at Neodata in 1989. More recently, she worked in circulation at Interweave and F+W Media. She joined the Wiland team in 2015 and is excited to work with a talented group of people who share the same passion for helping Wiland’s clients with honesty and integrity.

Jodi chose to be a single mom when she adopted an 11-year-old girl. Of her daughter she says, “She keeps me young and makes me feel old all at the same time.” She also has a soft spot for her “fur babies,” currently a dog and a bunny.

Favorite Quote: “Unless someone like you cares a whole awful lot, nothing is going to get better. It’s not.” —Dr. Seuss

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