Case Study: Blue Bay Travel achieves 32% cost-per-booking reduction with Infinity Tracking

How this growing travel brand reduced their cost-per-booking by 32%

Blue Bay Travel is one of the UK’s leading independent travel agents, operating multiple sub-brands and selling trips to over 60 countries. With roughly 80% of bookings completed by phone, most conversion data was invisible; relying on agents to ask callers their source produced errors and missed insights, leaving the business without a scalable way to understand and optimise what drove phone bookings.

Blue Bay implemented Infinity’s call intelligence across all brands, integrating call goals into Google Ads and their CRM so agents saw real-time lead data and call outcomes fed into automated bidding. This gave a joined-up view from first click to booking and drove measurable improvements: a 32% reduction in cost-per-booking, a 62.5% lift in visits-to-calls conversion, 174% year-on-year uplift in PPC bookings, doubled phone bookings year-on-year, and a 4x ROI from cost-per-booking savings, while call recordings now inform training and further optimisation.

Blue Bay Travel

Thomas Malbon

Marketing Intelligence Manager