Marketing Vanguard Episode Summary: "Retrain Travel: Reimagining the Rail Experience with Eliot Hamlisch, EVP and Chief Commercial Officer at Amtrak"

Release Date: April 23, 2025

Introduction

In this episode of Marketing Vanguard, host Jenny Rooney engages in a comprehensive discussion with Eliot Hamlisch, the Executive Vice President and Chief Commercial Officer at Amtrak. Together, they explore Amtrak’s innovative strategies to transform the rail travel experience, delve into the intricacies of launching new marketing campaigns, and discuss the future of transportation in an evolving market.

Guest Introduction and Background

Jenny Rooney opens the conversation by inviting Elliot to share his journey to Amtrak.

Eliot Hamlisch (01:17):

"I share that because I think the context is important as I've crafted somewhat nonlinear way a career really focused on people and customers... I've worked for American Express, Starwood Hotels, Wyndham Hotels and Resorts, AMC Theaters, and now Amtrak for the past 18 months."

Eliot emphasizes his background in psychology and behavioral economics, highlighting his focus on customer-centric strategies throughout his career.

Amtrak’s Brand and Mission

When asked about what attracted him to Amtrak, Eliot highlights the brand’s expansive reach and legacy.

Eliot Hamlisch (02:55):

"We served 33 million people last year across 500 different communities... We're focused on transforming the company from what has historically been known as a transportation company to one that will increasingly be known as a hospitality company."

Eliot outlines Amtrak’s mission to enhance customer experiences and re-romanticize train travel in the United States, positioning Amtrak not just as a means of transportation but as a provider of memorable journeys.

Marketing Strategy: Retrain Travel Campaign

Retrain Travel is Amtrak’s latest marketing initiative aimed at redefining the rail travel experience.

Campaign Genesis

Jenny Rooney inquires about the strategic thinking behind positioning train travel as an experience rather than just a means to an end.

Eliot Hamlisch (11:46):

"Retrain travel was born from the idea that we want to shift away from A to B and we want you to enjoy the experience along the way."

Eliot explains that the campaign emphasizes the unique comforts and conveniences of train travel, contrasting it with the stress associated with flying and driving.

Human-Centric Insights

The campaign is deeply rooted in understanding customer pain points and enhancing their journey.

Eliot Hamlisch (13:20):

"We're thinking about it very holistically... it's about the booking experience before you even get there, or understanding that Amtrak is a transportation or travel option fully through to you've arrived at your destination."

He highlights features like spacious seats, connectivity, and the ability to move freely, which cater to diverse customer needs, from business travelers to leisure seekers.

Media Buy Strategy

Shifting from a lower-funnel, conversion-focused approach to a more balanced strategy that emphasizes awareness has been pivotal.

Eliot Hamlisch (14:49):

"We've shifted that to be more balanced, not necessarily entirely focused on awareness... because we were trying to attract new riders."

Eliot discusses targeting a broader audience, including younger generations who may not have considered train travel previously, thereby increasing awareness and expanding the customer base.

Partnership with Mechanism

Amtrak’s collaboration with the creative agency Mechanism has been instrumental in executing the Retrain Travel campaign.

Eliot Hamlisch (17:06):

"Mechanism's been a really wonderful partner... they've been just a tremendous partner and we've been really thrilled with the work that they delivered."

Eliot praises Mechanism for their creativity and willingness to push Amtrak beyond its traditional messaging, fostering innovative approaches to marketing.

New Acela Trains Launch

A significant highlight of the conversation is the upcoming launch of Amtrak’s next-generation Acela trains.

Features and Rollout

Eliot Hamlisch (22:05):

"These trains are more reliable, we're going to offer more service, they're more efficient, comfortable, and faster... They go 160 miles an hour."

The new Acela trains promise enhanced speed, reliability, and accessibility, with a phased rollout planned over 10 to 12 months. The introduction includes luxurious suites, improved food and beverage offerings, and elevated customer experiences.

Celebratory Launch Plans

Eliot reveals plans for a grand launch event, VIP customer experiences, and a strategic media ramp-up to coincide with the new trains entering service.

Brand Collaborations

Amtrak is actively exploring collaborations to enhance the travel experience further.

Eliot Hamlisch (26:23):

"We've got probably three or four that we're actively contemplating and working on right now... One is how do we engage kids and families in a new and differentiated way."

Potential partnerships include accessory brands for travelers and health and wellness brands to promote a comfortable travel environment.

Competition with Airlines and EVs

Amtrak acknowledges airlines and electric vehicles as primary competitors while highlighting its unique advantages.

Strategic Response to Air Travel Issues

In light of recent airline industry challenges, Amtrak maintains a respectful stance, focusing on providing reliable and comfortable alternatives without capitalizing on competitors’ misfortunes.

Eliot Hamlisch (29:02):

"We've chosen proactively to pause marketing in and around some of the tragedies... It will always be about providing comfortable, convenient, and secure travel."

Sustainability and Efficiency

Amtrak emphasizes its commitment to sustainability, particularly with its zero-emission Acela trains, appealing to environmentally conscious consumers.

Eliot Hamlisch (31:02):

"As you jump on our ACELO trains... it's entirely sort of zero emissions right between those two destinations."

Artificial Intelligence in Marketing and Operations

Eliot discusses the potential of generative AI in transforming Amtrak’s operations and customer engagement.

Eliot Hamlisch (31:36):

"I'm a very firm believer in the opportunity for us to leverage generative AI to really transform our business... in a very human-centric and customer-centric way."

Applications include enhancing agent productivity, CRM efforts, and loyalty programs, with a focus on improving customer interactions and operational efficiency.

Leadership Style and Organizational Approach

When asked about his leadership style, Eliot employs a soccer analogy to describe his multifaceted role.

Eliot Hamlisch (33:19):

"We organizationally have to be on the offense... playing defense by ensuring customer disruptions are managed... and acting as the connective tissue in complex operations."

His approach balances proactive growth initiatives with defensive strategies to maintain and enhance customer satisfaction.

Admired CMOs

Eliot shares his admiration for innovative marketing leaders, particularly highlighting Greg Fass, CMO of Liquid Death, for their disruptive and engaging strategies.

Eliot Hamlisch (35:36):

"Greg Fass... their CMO is doing amazing things. Their Super Bowl ad... their awareness driving and engagement with the brand was off the charts."

He also mentions Peter Pham of Science for his investments and support of disruptive brands like Liquid Death and Dollar Shave Club.

Conclusion

Eliot Hamlisch’s insights provide a deep dive into Amtrak’s strategic initiatives to redefine rail travel. From the Retrain Travel campaign to the launch of next-gen Acela trains and embracing AI, Amtrak is positioned to lead the industry with customer-centric and innovative approaches. This episode underscores the importance of evolving brand narratives, strategic partnerships, and leveraging technology to enhance the overall customer experience.

Notable Quotes:

• Eliot Hamlisch (02:55):

  "We're focused on transforming the company from what has historically been known as a transportation company to one that will increasingly be known as a hospitality company."

• Eliot Hamlisch (11:46):

  "Retrain travel was born from the idea that we want to shift away from A to B and we want you to enjoy the experience along the way."

• Eliot Hamlisch (17:06):

  "Mechanism's been a really wonderful partner... they've been just a tremendous partner and we've been really thrilled with the work that they delivered."

• Eliot Hamlisch (22:05):

  "These trains are more reliable, we're going to offer more service, they're more efficient, comfortable, and faster... They go 160 miles an hour."

• Eliot Hamlisch (31:36):

  "I'm a very firm believer in the opportunity for us to leverage generative AI to really transform our business... in a very human-centric and customer-centric way."

This summary encapsulates the key discussions and insights from the episode, providing a comprehensive overview for those who have yet to listen.