Online Business of the Year 2012

Secret Escapes

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Secret EscapesFounders: Alex Saint, Troy Collins, & Tom Valentine Year started: 2010 Website:www.secretescapes.com

Secret Escapes offers consumers the opportunity to save up to 70% off luxury hotels and holidays. The secret is that even the best hotels don't want empty beds and Secret Escapes helps those properties to reach maximum occupancy by offering exclusive discounts to its two million UK members.

The company's private travel club is free to join. Members then receive regular updates by email of all its sales. With over 40 sales per week and each sale running for seven days members have to act fast to bag a luxury travel bargain.

Judges' comments:

This was a particularly tough category for the judges. Secret Escapes came out top due to their incredibly strong turnover and growth. Their advertising campaign was very bold as was the decision to invest such a substantial amount on TV advertising. The judges were somewhat in awe of their brilliant Net-promoters score of 57?.which, just for perspective, Apple's is 80!

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