Removing complexity from campaign planning and driving conversions on strategic destinations

Steve AugustVP, Marketing
Road Scholar

“We can’t just rely on behavioral segments or someone’s purchase history. Tinyclues accurately identifies the individuals who are really interested in each particular adventure, enabling us to be even more customer-centric.”

Journey campaign revenue


INDUSTRY: Travel & Hospitality


  • Strategic destinations
  • Customer experience
  • Marketing team productivity

Road Scholar is an American-based not-for-profit organization specializing in educational travel adventures for adults. Founded in 1975, the organization operates in the 50 United States and in 150 countries. It serves more than 100,000 participants each year with gross revenues exceeding $400 million. 

Marketing Hero Interview: Jaime Dodd, Sr. Marketing Analyst at Road Scholar

How Tinyclues has allowed them to drive impressive campaign results and easily target for any destination and experience they have in their travel catalog.

Context and Challenges

  • Small marketing team responsible for over 50 planned campaigns per month.
  • Focused on driving enrollment growth, but many contacts are “inquirers” who have not converted on offers.
  • Campaign personalization required intensive data science work and delivered suboptimal results.

Solutions and Use Cases

  • Reduced time to target and plan campaigns by replacing traditional targeting methods with Tinyclues AI-powered campaigns.
  • Accelerated bookings for yield management campaigns featuring cruises, small ships, and riverboats.
  • Can now easily create personalized campaigns to promote their journeys (specific destinations, experiences) that were difficult to promote before.
  • Automatically optimized complex campaign plans based on business goals and customer fatigue management.


  • Experienced a 62% revenue increase across targeted campaigns and a 185% revenue increase for journey campaigns.
  • Drove success of strategic initiatives, boosting the revenue of yield management campaigns by 215% and increasing journey campaign enrollments by 208%.
  • Improved customer engagement with highly relevant & targeted emails, improving open rates by 22%, decreasing unsubscribe rates by 30% and increasing CTR by 23%. 

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