Challenge
The travel agency had a problem: regular vacation ads were not reaching companies looking for business travel. These companies needed special offers and amenities.
The agency needed separate campaigns targeted only at business customers.
Action
- Customer segmentation
Customers were divided into groups based on specific criteria. One segment included all those who organize company trips. A special segment was also created for people who travel on business themselves (e.g., company executives). - Creating content that meets needs
The travel agency stopped sending general offers to everyone. Instead, they sent specific guides to corporate trip organizers, e.g., on how to get a discount for a large group. Articles were sent to business travelers on topics such as how to avoid jet lag or how to pack hand luggage and pack the necessary equipment (such as a company laptop). - Sending personalized messages
Thanks to iPresso, messages advertising corporate trips and hotels recommended based on recent searches were sent to all business travelers.
Results
- The number of business trip bookings increased by 19%.
- Business customers were more likely to choose more expensive but more convenient options, so revenues increased by 15%.
- Retention of business travelers increased by 12%.