Driving revenue & customer engagement while promoting strategic products

Cathy ThomsonGlobal Head of Customer Experience

“Tinyclues is providing deep learning and campaign intelligence that we simply can’t do as a group of humans… we can’t get these results in any other way.”

Private room campaign revenue


INDUSTRY: Travel & Hospitality


  • Niche products
  • Lower unsubscribes

Hostelworld, launched in 1999, is the largest global online hostel booking platform. It is present in 170 countries with 36,000 properties and 7.7 million customers.

Marketing Hero Interview: Cathy Thomson, Global Head of Customer Experience at Hostelworld

How the largest global online hostel booking platform is driving message relevancy with deep learning.

Context and Challenges

  • Have a small marketing team handling a huge amount of data and complexity.
  • Promoted a large and complex variety of offers with suboptimal targeting based on RFM and Needs/Attitude segments.
  • Needed to improve customer engagement, retention and loyalty for a highly mobile customer base.

Solutions and Use Cases

  • Optimized their busy campaign plan using intelligent marketing fatigue management.
  • Now able to target for best seller and strategic products.
  • Seamlessly added an intelligence layer to their existing marketing stack (Adobe Campaign).


  • Found the future travelers for strategic products and new destinations that were previously difficult to promote.  
  • Experienced a 195% revenue increase on strategic and high-margin private rooms, and up to a 141% increase in conversion rates across campaigns during A/B tests.
  • Improved customer engagement with highly relevant & targeted emails with a 28% decrease in unsubscribes.

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The largest global online hostel booking platform drove message relevancy and occupancy rates on strategic and high-margin private rooms with deep learning.