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Thomas Cook: Dynamic post-booking email campaign delivers first-class customer engagement in the travel industry

Travelers today expect excellent customer service but are less forgiving when their hotel, travel agency, or excursion provider misses a step. Similarly, when marketing messages are off point, not to taste, or maybe even pretentious - travelers will vote with their wallets and go elsewhere.

Thomas Cook found strength in a more tailored approach - opting to understand the process of their customer journey first in order to cater to what travelers want at the moment. By leveraging personalization and post-booking messaging, Thomas Cook is achieving major success. Message open rates improved by 75 percent, and click-through rates improved at 30 percent and above. On top of it all - revenues from repeat bookings are soaring.

Case studies