Case Study: Transavia reduces ad spend and boosts load factor with Relay42

How Transavia Increased Load Factor and Decreased Ad Spend

Transavia, the Dutch low-cost airline and part of the Air France KLM Group, wanted to improve marketing efficiency across channels while increasing brand preference and load factor. The airline needed to reduce display retargeting spend by at least 15–20% and find a way to better promote underperforming flights without hurting margins. To support this, Transavia worked with Relay42 and its customer data platform approach to connect data and optimize targeting.

Relay42 connected Transavia’s website behavior data with display networks such as DoubleClick and AppNexus, then used the platform to split visitors into 9 experimental groups with tailored retargeting strategies, bidding rules, and frequency caps. The result was a 50% reduction in marketing spend on display retargeting, freeing up budget for other campaigns while improving media efficiency and helping Transavia maximize load factor.

Transavia

Pelle den Engelsman

Campaign Strategist