Customer Insight - Country Holidays
Country Holidays
Country Holidays
Using
database insights to drive peak & shoulder bookings
Database insight such as customer demographics and holiday types were key to driving peak and shoulder bookings for Country Holidays.
We were appointed by the Holiday Cottages Group as CRM specialists to help spread their demand from peak to shoulder and off-peak periods.
Like many holiday companies with high numbers of school aged families, there is always a high level of over subscription for school holiday periods and not enough for shoulder and off-peak periods.
Over the period of 5 years, we worked with them to mine their database and to optimise their shoulder and off-peak booking periods by understanding booking patterns aligned to customer characteristics and holiday profiles – creating a form of segmentation that allowed us to get ahead of the curve by re-calibrating the pricing and holiday periods and actively targeting customers with appropriate messages, to offer relevant holiday types or timeframes that best suited a customer profile or budget.
Later, when faced with a surge to online for bookings, we identified the need to develop a new umbrella brand which acted as a holiday portal for the group, to optimise & simplify the customer experience whilst maximising each brands presence.
This necessitated a new way of presenting the existing brands, and we had to develop a simplified rating and classification system to drive the online search function. Supporting marketing materials for launch were developed for media and resulting customer communications.