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Driving revenue & customer engagement while promoting strategic products

Cathy Thomson – Global Head of Customer Experience
HOSTELWORLD

“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.”

+195%
Private room campaign revenue

COMPANY: HOSTELWORLD

INDUSTRY: Travel & Hospitality

CAMPAIGN STRATEGY

  • Niche products
  • Lower unsubscribes

DESCRIPTION
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).

Results

  • 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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