Total Economic Impact of Tinyclues
632% ROI and $82M in additional campaign revenue.
An independent study conducted by Forrester.
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DRIVING CAMPAIGN REVENUE
AND ACHIEVING CAMPAIGN RELEVANCY
AT SCALE

Thomas Cook Campaign Revenue

INDUSTRY

Travel & Hospitality

COMPANY

Thomas Cook

COMPANY DESCRIPTION

Thomas Cook is a world leading travel & hospitality company with over 175 years of experience. They have over 200 own-brand hotels & resorts and 20M customers every year. This travel leader generated a total of $11 billion in group sales in 2017.

CAMPAIGN STRATEGY

  • Campaign Productivity
  • Omnichannel Campaigns
  • Niche Products
+39%
Revenue per Message
Tinyclues allows us to extend the reach of our campaigns, converting clients we didn’t think would be interested in the promoted destinations. It enables us to quickly find future bookers for any offer, even for smaller or new holiday destinations.
Ryan Cotton
Head of E-commerce & CRM

Context and Challenges

  • In a highly competitive global market, Thomas Cook needed to drive more bookings and increase revenue across email, Facebook Ads and the website.
  • Wanted to promote offers and target for any booking window.
  • Needed to be agile and reactive to business needs.
  • Sought to send highly relevant communications in order to improve customer experience.

Solutions and Use Cases

  • Selected Tinyclues’ AI-first solution to start from any offer/destination and create, within minutes, highly relevant and efficient campaigns.
  • Now able to target for niche & strategic destinations, best-sellers, and new destinations including those hard to promote before.
  • Able to find the early bookers and last minute travelers for any destination.
  • Uses Tinyclues to improve Facebook Ad efficiency and reinforce email campaign messages without increasing fatigue.

Results

  • Experienced a 39% increase in revenue per email
  • Increased Facebook Campaign conversion rate by 66% and Revenue on Ad Spend by 26%, while reducing the cost per sale by 23%
  • Saw an increase of 68% in total web and mobile campaign revenue from homepage personalization and a 30% increase in number of transactions.
  • Unsubscribe rates remained stable even though more campaigns are being sent, proof that the campaigns are personalized & relevant.
  • Productivity increased with time to target decreasing by 95%, allowing the team to focus on strategy and content.