Marketing campaigns targeting business travelers

region
Europe
industry
Travel
19%
increase in business trip bookings
15%
increase in revenue from business bookings
12%
retention of business travelers

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

  1. 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).
  2. 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).
  3. 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%.
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