Case Study: Virgin Holidays achieves 150% jump in conversions with Adobe Marketing Cloud

Virgin Holidays - Customer Case Study

Virgin Holidays, a long-established UK travel company, struggled with fragmented, transactional communications—multiple departments and tools (including Unica) sent inconsistent messages and marketers spent a day assembling data for a single campaign. To centralize customer journeys and enable personalization, Virgin Holidays chose Adobe Experience Cloud, deploying Adobe Campaign (with implementation partner Merkle) to unify data and orchestrate cross‑channel communications.

Merkle implemented Adobe Campaign in six weeks and Adobe’s solution consolidated 44 data tables and ~1,000 variables into 7 tables and 200 variables, cut campaign creation time to one hour, and enabled contextual, multi‑touch campaigns. Using Adobe Campaign, Virgin Holidays achieved measurable gains: 33% higher revenue, 150% higher conversion for personalized content, 90%+ engagement across channels, large CTR uplifts (up to 300%), and an 800%+ increase in website visits from pre‑departure emails.

Virgin Holidays

Saul Lopes

Strategic Insights and Loyalty Manager