TUI
Using a multi-touchpoint strategy across the customer journey delivered 13.9x incremental ROAS in Belgium and 5.1x in the Netherlands.
Goal
Travelers dream before they book. From browsing stunning destinations to researching the perfect getaway, the journey starts long before check in. For TUI, Europe's leading tourism group, capturing this journey across touchpoints has been key to their success.
TUI was looking to evolve beyond their traditional conversion-focused campaigns. While these serve them well, they wanted to increase traffic to their website by reaching a wider audience without sacrificing the quality of site visitors. With its planning-minded audience who are actively seeking travel inspiration, Pinterest offered the perfect platform to test a more comprehensive marketing approach.
Strategy
TUI implemented a thoughtfully designed full-funnel strategy across both the Netherlands and Belgian market. Rather than focusing solely on conversions, they created a customer journey that built and captured intent through every phase of the travel planning process.
For the upper funnel, brand discovery phase, they ran awareness campaigns to urge people to think about their last-minute holiday and consider TUI for their booking. The mid-funnel, explore phase, focused on retargeting people who were exposed to the upper funnel messaging, while also reaching travel enthusiasts with traffic campaigns in order to drive them to the website and explore their options. In the lower funnel, book phase, TUI used a powerful mix of ad formats that targeted website visitors and those who engaged with their previous campaign touchpoints in order to let them book their summer holiday. In the Netherlands, they also leveraged Premiere Spotlight to extend their reach to new audiences.
"By shifting from conversion-only to a full funnel approach, we've been able to increase quality site traffic while delivering exceptional ROI. The platform's travel-minded audience proved to be the perfect match for our strategy and drove incremental sales value. The test setup also made us rethink our campaign setup."
Nicolas Elshout
Manager Programmatic & Paid Social BENE, TUI Benelux
Results
TUI's strategic shift to a full funnel approach delivered impressive outcomes across both markets. To accurately measure results, TUI implemented a Pinterest Conversion Lift Study with a 20% holdout group in both markets, allowing them to precisely measure incrementality in checkouts, sales, add-to-carts, and website visits.
In the Netherlands, the approach generated a 6.8% lift in sales, resulting in an incremental ROAS of 5.1x.1 Their Travel Catalog format was particularly effective, driving a 12.5% lift in checkouts and an impressive 24.4% lift in sales.1
Belgium saw even stronger performance, with an 18.8% lift in sales, translating to an exceptional 13.9x incremental ROAS.2 Travel Catalog format excelled in this market too, delivering a 13% increase in checkouts and an 11% lift in sales.2
5.1x
Incremental ROI in the Netherlands1
13.9x
Incremental ROI in Belgium2
24.4%
Lift in sales driven by Travel Catalog format in the Netherlands1
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Full funnel marketing
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