Learn from travel: personalise your emails


Published: 11.03.2019

Author: Lili Boev, Director of Client Success

This is the second blog in the series looking out to other sectors for inspiration. The first one was on automation within the retail sector, you can read it here. This time we are looking at segmentation and personalisation within the travel sector. 


The travel sector has long been using personalisation methods in their email programs to improve the relevancy of their emails. A holiday is an emotional and personal purchase for many people so it’s important that travel companies take this into account. 


There are many different ways that travel companies personalise their emails to drive engagement and ultimately, sales. We’ve highlighted the key takeaways you can use within your own firm.


Demographic segmentation

Most travel companies use some form of basic demographic segmentation to send targeted emails. This is most often based around holiday preference i.e. a beach holiday or city break. In this example from Neilson I had previously booked a holiday with a watersports focus, in particular windsurfing. They have used this information from my previous purchase to tailor this email to me and the fact that they know I am interested in Windsurfing. 


Take away

  • Consider your primary segments such as practice area. 


  • Use data that you already know about your own clients and send focused emails. 


  • If you are running an event around a particular interest area such as Automotive, only invite contacts that have expressed an interest in that area. 


  • Don’t forget to include some information about other events to increase your reach across other practice areas. Those interested in automotive may also be interested in your tax law services.


Personalising images

In this example Travelodge have taken an innovative approach to name personalisation. They have used the recipient’s name to personalise what looks like a retro departures board. 

Travelodge also know this person has travelled from Luton in the past and so they have actually prefilled the image in the email. 



You can be clever and interesting with the way in which you personalise the email designs particularly for really important email updates or events.  

Product Recommendations


Some people love visiting the same place and staying in the same hotel. But not everyone. A lot of travel companies know that people who typically book for a beach holiday in Spain are also likely to be interested in beach holidays in Portugal or Italy. They will provide recommendations based on past travel behaviour. 





You could consider providing recommendations for additional events or content that are related to an event a client has attended or publication they have downloaded. 


Behavioural segmentation

Travel companies frequently use segmentation based on their customer’s behaviour. Customers will receive emails and content that is specific to actions they have taken or the stage of the customer journey they are part of. In this email from Thomas Cook they know I’m about to fly with them. They’ve sent me an email to let me know I can order Duty free in advance and pick it up at the airport. 



If you are sending an email to your clients, consider dynamic variables in your emails that display different content if you clients have said they will attend an event or have recently downloaded a publication. If you know they have recently engaged with your partners and have invested money in your organisation, consider changing the content to reflect this.


VIP loyalty

Airlines have been well known for offering comprehensive and extensive loyalty schemes. These loyalty schemes are designed to make sure customers continue to fly with them rather than any other airline. With these loyalty schemes, airlines are better able to understand the behaviours of their customers.  In this email from Emirates they have shared my points total and my status as a frequent flyer. They have also provided special offers to me as part of the loyalty scheme.



Airline loyalty schemes are expensive and complex. But you can still build a VIP scheme in your firm. You can reward clients that engage regularly or invest significantly with you, with exclusive events and first access to content before anyone else. 


Real-time content

Travel companies include real-time content in their emails. This is content that is highly targeted and personalised to the individual. In the example below, Southwest trains have used the travel destination to let the customer know what the weather will be like when they arrive. This image will change if the weather forecast changes.



If you are running an important event, you might want to give them some detail about the weather forecast at that location. There’s nothing worse that turning up to an event having forgotten a coat or an umbrella. 


Live pricing and availability

Travel companies often include live pricing and availability in their emails. As we all know these prices can change by the hour so it’s important that they publish the correct price, even in their emails. They can use real-time content to pull the most up to date details.



You can use this information to provide up to date event availability. You could consider publishing exactly how many places have been booked and how many are left. This could create a sense of urgency for your clients to book their place. 




There are plenty more examples of personalisation that the travel sector can offer. You can certainly put in place some of these takeaways within your own marketing and create a more personalised and ultimately more relevant email program for your clients. If you want to talk to us about anything you’ve read in this blog, please do drop us an email to client.success@vutu.re




  • Consider why your clients may abandon a form or an event registration. Use this to allay their concerns.


  • Send the abandoned form within 24 hours.


  • Remind them of the form they were completing and gently encourage them to complete the form.


  • Give your clients options on how to get in touch with you.


  • Provide a clear call-to-action in your email to encourage your clients to complete the form.


  • Consider sending a “reminder” email for your contacts that perhaps visit an event page and an associated publication but do not register for that event or don’t download the publication.


Using Vuture’s web tracking and triggers technology alongside the standard form functionality can allow you to achieve the takeaways we’ve given you. If you want to find out more about how you can practically apply these to your marketing, please feel free to get in touch with the client success team or your Account Manager.


Get inspired!