Sovereign Holidays

Travel Sector

"When Propellernet approached me about personas as a means to 'get inside the minds' of our target markets I got very excited. This fresh approach is something I hadn't come across with other specialist search agencies and seemed to make perfect sense, complimenting our own in-house customer segmentation work.  It also gave us a much clearer focus, helping to bridge the gap between our online and offline marketing strategies. But perhaps more importantly this approach has contributed to a significant increase in the proportion of holidays that are now booked online with Sovereign. Propellernet really are at the forefront of their game and always seem to go the extra mile when it comes to understanding our business."

Jo Geary, Online Marketing Manager, Sovereign Luxury Holidays

Increasing holiday bookings and unique visitors numbers using Persona Insight

Uplift in relevant unique visitors leading to a significant increase in online bookings.

CLIENT: Sovereign Luxury Holidays

Sovereign Luxury Holidays provides luxurious 5 star holidays. They asked us to help them significantly increase the volume of relevant unique web visitors, which would ultimately drive more online holiday bookings, keeping within a 5% marketing cost of sale. After conducting persona research we identified significant revenue potential attached to targeting 'Flourishing Family' customers and focused our time accordingly.

Topline result:

Unique web visitors, the key metric for their online acquisition strategy, have increased considerably. And their online business now consistently drives around 75% of their direct holiday bookings.

Read the full case study below...

Engaging the 'Flourishing Family'

Persona Insight research showed that the 'Flourishing Family' were one of Sovereign's main target markets. This group held significant revenue potential we could leverage immediately and in the longer term. Because Sovereign offer exceptional luxury family holidays, we knew they would deliver an outstanding customer experience. This would create further opportunities to gain customer loyalty and brand advocates, increasing customer value over time.

A key fact about the Flourishing Family is that they invest a great deal of emotional importance in their annual family holidays. They also typically do a lot of research before deciding to book. A vital element of our strategy was to provide them with useful engaging content to move them from consideration to commitment.

This is what we did:

  •  Implemented targeted paid and natural search campaigns to grab their awareness
  • Placed informative and interesting articles on relevant websites including Mumsnet, the UK's most popular parenting website and Toffs World the 'Leading Luxury Portal in the World'. As well as driving leads, these articles provided valuable links back to Sovereign, boosting overall search positions for key terms.
  • We improved the 'Family Collection' section on the website to boost conversions and optimised this area to improve natural search positions                             

What's more? Exclusivity was key...

 We found that all Sovereign's persona groups were motivated by exclusivity, fine wine and dining and rewrote all their Paid Search creatives accordingly, almost doubling their click through rate, from 3.7% to 6.1% in just three months. It's now consistently above 7% on all their paid campaigns.

And the results?

The integrated online marketing strategy resulted in:

  • Considerable increase in relevant Unique Web Visitors
  • Significant growth in family holidays being booked online
  • Number 1 rankings for several key non-branded terms including 'luxury family holidays'
  • Click through rates doubled, now consistently above 7%
  • Results achieved within the target 5% marketing cost of sale

Another example of how Propellernet can help clients unlock revenue potential and engage your target customers...

Strategy: Revenue Potential, Persona Insight, Raising awareness, consideration and commitment

Delivery: Online PR, Natural Search, Paid Search, Conversion Optimisation

Sovereign Holidays