One-Timers Were the Norm
Ski holidays are deeply experiential — customers invest emotionally and financially in their winter getaway. Yet for this established ski tour operator, the majority of travellers treated their trip as a once-in-a-season event. Despite offering exceptional on-snow experiences, the business struggled to convert that seasonal enthusiasm into annual loyalty.
The marketing team relied on broad seasonal newsletters sent to entire lists. There was limited segmentation beyond "booked last year" or "enquired but didn't book." They had no systematic way to identify which customers were most likely to return, what their preferences were, or when to time the perfect rebooking prompt.
Unified Data, Smarter Targeting
Marketing Radar unified booking history, enquiry data, and preference records into a single profile for every skier. This 360-degree view enabled the marketing team to build precise segments — from beginner families who needed gentle progression holidays, to advanced skiers ready for off-piste adventures — and target them at the precise moment they were psychologically ready to book again.
Repeat Booking Campaign Strategy:
Early-Bird Returner Campaigns
Personalised "reserve your next winter" campaigns sent to past guests 9 months before the season opened, featuring their preferred resort and accommodation type.
Skill-Level Progression Offers
Automated upsell journeys suggesting the next difficulty tier — from beginner to intermediate slopes, or intermediate to advanced off-piste — based on lesson history.
Group & Family Rebooking
Intelligent prompts for travel-party leaders to rebook for the same group, pre-populated with past travellers' details and preferences.
Measurable Results
By replacing generic seasonal blasts with data-driven re-engagement campaigns, the operator fundamentally changed their customer economics. Repeat bookings no longer relied on customers remembering to return — they were actively welcomed back at the perfect moment with the perfect offer.
Increase in repeat bookings year-on-year
ROI on retention marketing spend
Reactivation of lapsed 2-year+ customers
"We always knew our guests loved the experience — we just couldn't get them back consistently. Marketing Radar's repeat booking campaigns feel personal because they are personal. The 18% uplift in returns transformed our forecasting and revenue stability."
Commercial Director
UK Ski Tour Operator