Case Study: Robinson Club achieves digital growth and higher conversions with Optimizely

The science behind Robinson Club’s travel experience

Robinson Club, a travel and hospitality brand within TUI Group, wanted to improve digital conversion and customer experience by validating ideas with data instead of gut feeling. Using Optimizely experimentation tools, the team worked to prioritize test ideas, collaborate across functions, and better understand user behavior in its booking journey.

Optimizely helped Robinson Club streamline experimentation with tools like Experiment Collaboration and AI-driven insights, supporting faster idea management and analysis. The results included a 13% conversion uplift from simplifying a 9-step checkout flow and €2.5 million in additional revenue from showing unavailable family room options, demonstrating measurable business impact from experimentation.

Robinson Club

Michael Richter

Manager of Conversion Optimization and User Research