Tracy Macarthur is the Senior Marketing Manager – Digital, Campaigns and Hotel Marketing at Travel + Leisure Co. for the South Pacific region, covering Australia, New Zealand and Fiji. Tracy drives initiatives used to source leads for Club Wyndham South Pacific, the region’s leading vacation ownership club with close to 60,000 owners and 54 properties in 10 countries. She also oversees the marketing initiatives of 32 properties across the three countries – which can be fully club-owned, mixed-use or pure play hotel properties.
Many Club Wyndham South Pacific ‘resorts’ are a collection of rooms within a mixed-use property managed by the club’s developer. Prospective owners for sales presentations are sourced from these mixed-use properties – from club rooms for upgrades and from the rooms available to the public for frontline appointments. Therefore, by driving people to these properties managed by the club Developer, Tracy also plays a role in the growth of the club along with earning the business revenue.
Social media marketing is a big part of Tracy’s job and she oversees the content production of the social media accounts of the individual properties, endeavouring to boost visitation and impressions. She also oversees social media advertising for these accounts, brand partnerships, the websites for each individual property, and the My Wyndham Holidays website – which is used to introduce non-owners to the properties in the developer’s portfolio. The site also offers special deals where guests can ‘test-drive’ the club by staying in a club apartment and enjoying free activities offered onsite exclusively to club owners.
Tracy has extensive experience in the hospitality industry and a keen eye for innovation. She consistency creates compelling campaigns to drive interactions and increase brand awareness.
Since joining the company in February 2023, guest engagement and bookings have significantly improved. Tracy’s notable achievements include leading the “Spring into Savings” campaign, which doubled website traffic compared to the previous Mid-Year campaign. She also spearheaded the highly successful “Find Your Paradise” campaign, which exceeded revenue goals and resulted in 101 room bookings and 387 nights, generating AU$78,070.44 in revenue.
Tracy’s influence extends beyond marketing campaigns. She delivered a robust 2024 Influencer Partnership strategy, securing collaborations with famous drag artist Kween Kong for her Black Puddin’ show held at TRYP Adelaide and celebrity chef Peter Kuruvita to promote the Club Wyndham brand.
This campaign entailed live cooking demonstrations for select owners and prospective owners with Australian celebrity chef Peter Kuruvita. These events resulted in greater tour numbers, higher than expected penetration, and higher average transaction sizes than typical. About 110 members and prospective members attended these events, which earned an estimated US$250,000 in sales revenue. The associated cooking competition generated 102 entries, an increase in website traffic, and 7,600 social media sessions. The overall partnership generated 14 pieces of media coverage with an estimated reach of 1.23 million people.
Tracy’s efforts have led to substantial increase in social media metrics, with a 58% increase in Facebook interactions and a 103% increase in impressions.
Tracy’s commitment to teamwork and open communication fosters a sense of ownership and engagement within her team, and she is passionate about developing their marketing skills. Tracy manages two staff – one based on the Gold Coast in Australia and another based in Clark, Philippines.
Beyond her marketing role, Tracy is considered in a leader in the company’s Pride International Diversity Resource Group, which includes approximately 370 members across the Asia Pacific, Europe, Middle East and Africa region. The group facilitates discussions that promote inclusivity and awareness, support LGBTQIA+ communities and celebrate achievements of LGBTQIA+ associates. Tracy assists in organising events at offices and across the company, and organising Zoom calls with internal and external parties for the benefit of associates.