Case Study: Virgin Holidays achieves 4x email engagement and 11% upsells with Adobe Campaign (Adobe Experience Cloud)

Virgin Holidays saw 4x higher email engagement rates

Virgin Holidays, a UK travel company with more than 30 years’ experience and over a million active customers, wanted to make its communications more consistent, reduce pre-trip anxiety, and give marketers the autonomy to manage personalized customer journeys. The challenge was to create a single, on‑brand voice across channels while making it easy for nontechnical teams to build targeted, timely campaigns.

By implementing Adobe Campaign within Adobe Experience Cloud (with partner Merkle), Virgin Holidays rolled out templates, a simplified data model, and training that expanded users from 5 to 30 and put campaign creation into the hands of CRM teams. The results included 4x higher email engagement for trip updates, an 11% increase in upsells, a 40% boost in click-throughs from AI-optimized subject lines, plus campaign wins such as a 20% sales uplift, 85% more web traffic and 156% more store appointments.

Virgin Holidays

Chris Insall

Customer Communications Manager