Using Reignite CruisingExcursions developed a recipe for defining what excursions should be shown in any pre-departure upsell campaigns. This logic included:

• Only show available excursions for dates they are calling into a port
• Exclude ports that they have already booked
• Using a predictive AI model, boost excursions that they are predicted to have a strong affinity with based upon their other bookings, enquiries and website searches
• Boost own-brand excursions over 3rd party providers as they have a higher margin
• Show a maximum of 1 port per email
• Don’t show the excursion if they had seen it in an email in the last 30 days

These recipes were included in 10 different distinct creatives that were rotated through and automatically triggered on a schedule with an increasing frequency leading up to their cruise.

As customers live all over the world pricing is converted to their local currency in real-time.

For every individual email sent to a customer in the lead up to their cruise over £2 of revenue is generated. Engagement is extremely high with some variants of the templates achieving 18% click-thru rate.

Crucially this is a hands-off programme. The emails are sent automatically within their ESP and content is fetched at the moment of open ensuring all tours are available and with the latest local currency pricing shown. This delivers an increase in the share of bookings going to CruisingExcursions without any ongoing input.