Case Study: Virgin Holidays achieves 4x email engagement and 11% more upsells with Adobe Target

Virgin Holidays saw 4x higher email engagement rates

Virgin Holidays needed to reduce pre‑trip anxiety, deliver a consistent, on‑brand voice across departments, and give marketers the autonomy to manage and customer journeys. To meet those goals they deployed Adobe Target, using Adobe Campaign as part of Adobe Experience Cloud (with implementation support from partner Merkle) to centralize service communications and campaign management.

By implementing Adobe Campaign templates, a simplified data model and self‑service workflows, Virgin Holidays expanded users across teams and empowered CRM executives to run targeted campaigns. The move delivered clear results: 4x higher email engagement for trip updates, an 11% increase in upsells, a 40% lift in email click‑throughs with Phrasee, a 20% uplift in Peak Sale sales and 85% more web traffic, 156% more store appointments on a “Save Your Spot” promotion, and a 7% rise in customer self‑service — all enabled through Adobe Target.

Virgin Holidays

Saul Lopes

Customer Lifecycle lead