Overview
Built a detailed customer segmentation model and multi-channel media strategy, spanning TV sponsorship, direct marketing/CRM and web usability testing, for a major Nordic package-holiday tour operator.
Who This Is For
Tour operators, travel businesses and destination companies, typically 50 to 500 employees, selling many holiday types to very different customers. This case is most useful if:
- you sell adventure, business, cultural and short-break travel side by side
- your customers range from young travellers to seniors
- media, CRM and website decisions are not based on one shared segmentation
- you want segments tested against real behaviour
The Challenge
The tour operator sold a wide range of holidays (adventure travel, business trips, cultural breaks, honeymoons and short city breaks) to customer groups ranging from young Gen Y travellers to seniors.
It had no shared model connecting who these travellers were to what they were sold and how they were reached.
Our Approach
Working at Confetti, the agency role before Making Waves, the team now behind ECM.DEV built the segmentation and the strategy around it.
- A two-dimensional segmentation: by life stage (Generation X and Y through to seniors) and by travel purpose (adventure, business, cultural, activity, short breaks and honeymoons).
- Demographic grounding: segments cross-referenced against regional population data and household demographics.
- Media and CRM strategy: TV sponsorship planning and direct-marketing campaigns built on the segments.
- User testing: the company's website tested to check the segmentation held up in how real visitors behaved.
Impact
Two lenses, not one. Segmenting by life stage and travel purpose meant messaging could match who someone was and what kind of trip they wanted.
Grounded in real population data. Segments were checked against actual regional and household demographics, not built on intuition alone.
Tested with real users. Website testing closed the loop between the model on paper and real behaviour.
The same person can be a honeymooner one year and a business traveller the next. Segmenting by purpose as well as age is what captures that.
Delivered as a consultant to Confetti AS. Any public information referenced here is used for identification and does not imply endorsement.
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