Introduction
Standing out in the market and attracting customers can be challenging, especially for smaller travel agencies. Our client, a UK-based travel agency specializing in cruises, faced this very challenge. They sought to maximize their ROI while building a strong online presence and generating high-quality leads. With the expertise of Allura Travel Marketing, they were able to successfully leveraged Meta ads to achieve positive results for their business over a 2 month campaign.
Here’s how we did it.
The Challenge
The agency, though rich in offerings of exotic cruise destinations and luxury experiences, struggled to attract potential cruisers. Their main hurdles included:
- Limited Initial Budget: They needed to make the most out of a modest budget of £2000 per month
- Brand Awareness: As a relatively small player in the market, they needed to build a stronger presence.
- Lead Generation: Collecting high-quality leads that could convert into bookings.
The Strategy
To tackle these challenges, we at Allura Travel Marketing devised a comprehensive strategy, dividing the £4,000 campaign budget into three key areas:
- Testing
- Brand Building
- Lead Generation.
The total campaign duration was two months.
Implementation: Month 1
Testing
- Budget: £800
- Objective: To identify the most effective ad elements.
- Implementation: We conducted A/B testing on different images (Mediterranean, Caribbean, Northern Europe cruises), videos (customer testimonials, onboard experiences), and ad copies (emphasizing luxury, adventure, relaxation). Additionally, we tested various targeting options including demographics, interests (luxury travel, cruise enthusiasts), and behaviors (frequent travelers, past cruisers).
Brand Building
- Budget: £1200
- Objective: To increase brand awareness.
- Implementation: The ads featured visually appealing content showcasing exotic cruise destinations and luxury cruise packages. Engaging content highlighted the client’s unique cruise experiences and customer testimonials. We used a combination of carousel ads and videos to showcase multiple cruise destinations and experiences.
Implementation: Month 2
Adjusted Budget Allocation
- Brand Building (Month 2): £800 for ongoing brand awareness efforts.
- Lead Generation (Month 2): £1,200 for lead generation ads with a focus on high conversion rates.
Brand Building
- Budget: £800
- Objective: To enhance brand awareness.
- Implementation: The ads featured visually appealing content showcasing exotic cruise destinations and luxury cruise packages. Engaging content highlighted the client’s unique cruise experiences. We also used more UGC-driven creatives that used photos and videos captured by satisfied customers, with the aim of improving credibility and trust.
Lead Generation
- Budget: £1,200
- Objective: To collect email addresses from interested travelers.
- Implementation:
- Lead Ads: Deployed easy-to-fill forms offering exclusive cruise deals for those who signed up on the email list. Ads directed users to a dedicated landing page designed to convert visitors into leads.
- Direct Response Ads: Created ads that captured interest from people interested in booking the advertised cruise packages. To attract inquiries, the ad set included last minute deals for cruises upto October, while early-bird discounts were offered to those interested in booking for summer of 2025. These ads included inquiry forms for users to submit their contact details for immediate follow-up by the client.
The Results
- CTR of 4.2% – significantly higher than industry averages.
- Increased Facebook page followers by 41% and Instagram followers by 53%
- Grew the email list by 250+ new subscribers.
- Generated 71 high-intent inquiries. For a cruise agency with the average package offered at £1500, this means a potential sales value of £106,500. With their average close rate of around 20%, they expect to generate around £21,000 in sales, or more. This does not even include lead conversions from email subscribers.
- At an ad spend of £4000, this translates into an estimated ROAS of over 500%, with every £1 spent generating over £5 in revenue.
Key Takeaways
- Start with a Comfortable Budget: Allocate funds for A/B testing to identify what works best.
- Invest in Brand Building: Showcase unique travel experiences to attract and engage potential customers.
- Use Lead Generation Ads: Build a customer list for long-term loyalty and growth.
- Regularly Track and Optimize: Monitor performance metrics and adjust ads based on data.
Ready to Boost Your Bookings?
At Allura Travel Marketing, we’re excited to bring similar results to your travel agency. Let’s discuss how we can tailor our strategies to your unique needs and help you achieve your marketing goals. Contact us today to learn more!