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, or destination experiences companies with 50-500 employees investing in digital advertising and content marketing to drive holiday enquiries and bookings. Typically managing a mix of brand content and performance channels without a unified strategy connecting content investment to booking outcomes.
The Challenge
The tour operator sold a wide range of holiday types, adventure travel, business trips, cultural breaks, honeymoons, short city breaks, to very different customer groups, from young Gen Y travellers to seniors, but had no shared model connecting who these travellers actually were to what they were being sold and how they were being reached.
Our Approach
Working at Confetti, an agency role that came before Making Waves for the team now behind ECM.DEV, the team built a two-dimensional travel segmentation model: by life stage (Generation X/Y through to seniors) and by travel purpose (adventure, business, cultural, activity, short breaks, honeymoons), cross-referenced against regional population data and household demographics. This fed into a broader media and CRM strategy: TV sponsorship planning, direct-marketing campaigns, and user testing of the company's website to check the segmentation actually held up in how real visitors behaved online.
Impact
Two lenses, not one - segmenting by both life stage and travel purpose meant messaging could match not just who someone was but what kind of trip they actually wanted. Grounded in real population data - segments were checked against actual regional and household demographic distributions, not built from marketing intuition alone. Tested with real users - website user testing closed the loop between the segmentation model on paper and how visitors actually behaved.
Delivered as a consultant to Confetti AS. Any public information referenced here is used for identification and does not imply endorsement.
Topics
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