Business Platform
TUI
Growing traveler engagement with WhatsApp
Brand
WhatsApp Business Solution Provider
The international tourism brand implemented WhatsApp marketing messages and drove up to 7X higher customer engagement than emails.
7X
higher open rate for WhatsApp messages in The Netherlands compared to emails*
5X
higher open rate for WhatsApp messages in Belgium compared to emails*
2X
more site traffic from WhatsApp messages in The Netherlands compared to emails*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Truly global travel
TUI is one of the world's largest global tourism companies, with holdings that include hotels and cruise ships, a digital experiences platform, tour operators, travel agencies and online portals, airlines and services in major holiday destinations around the globe. TUI services 21 million travelers annually.
Their Goal
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Better customer marketing
TUI historically relied on email marketing and owned channels like its app and website to drive CRM (customer relationship management) marketing efforts. Seeking new ways to engage customers and reach different audiences, the company decided to add WhatsApp to its promotional outreach as well.
Their Solution
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Adding WhatsApp as a marketing channel
Just as TUI sends emails to potential travel customers that feature offers and sales targeted to distinct customer groups, the team decided to test WhatsApp as a marketing channel by building a subscriber list in WhatsApp and using it to deliver marketing messages.
TUI worked with its performance marketing agency 360dialog to implement WhatsApp API, then promoted its WhatsApp channel with ads in Feed and Stories on Facebook and Instagram, as well as TUI-owned platforms such as its email newsletter, in order to build the new subscriber list.
“The major advantage of using WhatsApp for commercial messages is 'the sticky effect': the message stays visible for the customer in the chat, compared to an app push message which is more temporary and not easy to retrieve. WhatsApp messages have reached customers we can’t reach with our other CRM channels, as they do not always open emails or click on app push messages. The results of this test showed that WhatsApp drives incremental revenue growth. We’re expanding the rollout to our airline brand TUI Fly and to TUI travel agents, to share with their customers.”
Annemarie van Hecke
Head of CRM and Customer Analytics, TUI Benelux
TUI then delivered travel offers and sales messages to its WhatsApp subscriber lists in Belgium and The Netherlands, with links to explore the offers or book travel on its site. Customers were updated on new destinations, and received links to package travel deals, special flight discounts and more.
TUI measured the results of this approach in comparison to its usual email marketing during a six-month period and found that WhatsApp marketing messages had higher open rates and drove more site traffic and revenue than its email marketing in both countries, including a 7X higher open rate in The Netherlands.
The team also took the opportunity to test different creative and delivery variables within its WhatsApp messages, which helped drive higher click-through rates and more site traffic. For example, the team found that photos drove higher customer response than illustrations, a best practice it’s been able to use moving forward.
Their Success
From April to September 2023, TUI ran a WhatsApp messaging campaign alongside its usual email marketing approach in Belgium and The Netherlands and reported:
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Higher engagement and sales
- 7X higher open rate for WhatsApp messages in The Netherlands compared to emails*
- 5X higher open rate for WhatsApp messages in Belgium compared to emails*
- 2X more site traffic from WhatsApp messages in Belgium and The Netherlands compared to emails*
- 85% open rate for WhatsApp messages in Belgium*
- 81% open rate for WhatsApp messages in The Netherlands*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
"The results of this case study show the impact of WhatsApp compared to email. TUI improved their most critical marketing metrics, all while gaining valuable insights into the impact of each message. This further highlights the effectiveness of WhatsApp as a performance marketing channel for driving engagement and game-changing results."
Gerrit Rode
Managing Director & Founder, 360dialog
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