Client: Tour operator
Topic: Conversion Enhancement
Our client had grown consistently by offering attractive holiday packages and managing demand and revenue by yielding and optimising marketing spend.
To secure continuous growth in the future, they wanted to rethink their way of working and enhance their ability to manage conversion along the funnel. Changing market conditions and the upcoming transition towards dynamic packaging increased the urgency to change current practices further.
We jointly developed a structured approach to increase conversion along the funnel: from attracting the right customers by optimising marketing spend in a continuously learning system, and maximising revenue by balancing conversion and price through relevant yielding practices, to increasing average spend through an enhanced ancillary offering along the customer journey.
All solutions were co-created in close cooperation with the client teams to create sustainable change and a more mature revenue management organisation.
