TUI is the world’s largest tourism group, with more than 20 years of commitment to sustainable tourism. The company’s vast travel portfolio includes tour operators, travel agencies, leading online portals, tour airlines, cruise liners and countless incoming agencies in all major destinations around the globe.
Because travel decisions are typically carefully considered, travel and destination-related content can be valuable tools for educating and inspiring consumers in the market for their next excursion. That’s why TUI makes significant investments in content marketing through high-quality editorial content from its editorial brand, Passenger 6A (P6A).
P6A is TUI’s digital flagship editorial brand, tasked with increasing bookings by enticing visitors to destinations using robust branded content. The brand’s objective is to awake the desire to travel through inspirational topics and stories while also recommending the perfect TUI offer or package to make each travel vision a reality.
To support a recent ‘Visit Britain’ branded content campaign targeting audiences in India, TUI turned to Taboola to drive high quality traffic and conversions.
‘Visit Britain’ campaign uses content to convert travelers.
TUI’s Visit Britain campaign was designed to drive brand awareness in the Indian market, qualified traffic and package sales by bringing visitors to tui.in, an e-commerce website where the travel offerings from India to Britain were featured.
“In several new markets, we wanted to start selling travel packages directly to customers online. We created the Passenger 6A (P6A) editorial brand to educate consumers about our offerings, and saw immense success in audience growth and content engagement with Taboola during our recent “Visit Britain” campaign.”
– Nuria Cabot, Global Marketing Director, Passenger 6A
The campaign on P6A included articles, videos, e-magazines, trip packages and email blasts. Their goal was to drive conversions and increase web traffic to P6A and TUI India, and decrease CPA with promoted content.
The content discovery campaign platform that TUI initially used didn’t offer the competitive pricing they wanted to promote this content. That’s when the editorial brand added Taboola to the mix, using both platforms simultaneously for content distribution so they could compare results.
Adding Taboola immediately improves conversions
TUI saw immediate results from its Taboola campaigns, including a spike in impressions, traffic and conversions.
Those clear results plus low CPAs led TUI to shift more investment to Taboola for the duration of the campaign.
The audience for P6A content began to not only grow, but also to successfully convert. In fact, Taboola content discovery performed much better than social media, which drove less than one percent of traffic for this campaign.
Taboola drives bookings and a lot more traffic.
Working with Taboola, P6A obtained more than 317+M impressions that converted into 249,820 visits to articles on P6A and TUI India. Approximately 4,329 of those users decided to visit pages that included TUI packages. This resulted in 96 bookings through TUI India and 600 overnights.
After success targeting prospects and analyzing hundreds of real-time signals to show people content they actually want to read, TUI will be exploring expanded opportunities with Taboola to continue to grow and scale in other countries.