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

Virgin Holidays tailors customers’ travel communications for a 150% jump in conversion with Adobe Experience Cloud

Virgin Holidays, a UK travel company, set out to make its customer experience more consistent, reassuring, and timely across the entire journey. The challenge was to reduce pre-trip anxiety, create a single brand voice across departments, and give marketers the autonomy to manage and optimize targeted communications for more than one million active customers.

Working with Merkle, Virgin Holidays implemented Adobe Campaign (part of Adobe Experience Cloud), simplified its data model, and rolled out templates and training so teams could build personalized campaigns quickly. The result: a unified customer voice, faster campaign delivery and adoption (users grew from 5 to 30), 4x higher email engagement on trip updates, an 11% rise in upsells, and a 40% boost in click-through rates using AI subject-line testing.

Virgin Holidays

Saul Lopes

Strategic Insights and Loyalty Manager