A travel brand that stopped selling destinations.
Everyone was selling the same beaches. We sold the reason for going.
Results
customer acquisition cost
repeat booking rate, from 11%
organic as booking source
long-form stories produced
The problem
Undifferentiated inventory competing purely on price against global OTAs.
Paid social CAC had doubled in eighteen months.
Content was a feed of stock photography nobody stopped for.
What we did
Shifted the content line from destinations to travellers — one long-form story per week, cut into short form.
Restructured paid around the story content rather than product feeds.
Built a repeat-booking flow that triggered off the previous trip's anniversary.
What happened
CAC down 38% within two quarters.
Repeat booking rate up from 11% to 29%.
Organic social became the second-largest booking source.
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