Setting sail with personalization: How TUI Cruises kickstarted success with audience segmentation
See how this Germany-based cruise line leveraged its travel data to identify key audience segments, providing the foundation for early use cases that drove a +10.3% increase in add-to-cart rate and a +191% uplift in engagement.
increase in users at checkout from re-engagement messaging targeted to families
uplift in add to cart rate from serving homepage content based on audience values
uplift in click rate from serving time-sensitive content to customers who prefer shorter lead times
Introduction
Based in Germany and founded in 2008 as a joint venture with Royal Caribbean Cruises Ltd and TUI AG, TUI Cruises delivers hundreds of worldwide voyages year-round. With so many different types of adventures offered, a challenge for the business is identifying and catering to the diverse preferences of its consumer base.
When TUI Cruises began its personalization journey with Dynamic Yield in 2022, the team came to the table with a clear vision for its key audience segments, based on known travel data that corresponded to the company’s existing travel packages.
By anchoring its first personalization campaigns around these audience segments and using them as the springboard for innovation and A/B testing, TUI Cruises has proved that when there is a clear vision for macro customer segmentation, even the smallest initial tests can yield big results.
“As a premium cruise company, we are attuned to our clients’ different needs and preferences. There’s a lot to choose from — location, cabins, entertainment — and it will all appeal differently depending if you’re a first-timer, family, couple, etc. Personalization empowers us to act and deliver a truly standout booking and cruise experience tailored to the individual.”
– Özgür Turhan, Head of eCommerce & DTC, TUI Cruises
“Dynamic Yield is a powerful tool to help us achieve the items on our roadmap. We’re able to deliver a smoother, easier booking experience and help customers find their ideal cruise faster.”
– Ulrike Pomaska, Project Delivery Management, TUI Cruises
The Challenge
When it comes to travel, differences amongst consumers are not only obvious, but addressing them is critical to conversion rate optimization. A family looking for bonding time together won’t want to book a cruise meant for couples, and a solo traveler looking for maximum relaxation time won’t want a voyage meant for children.
However, when the consumer must discern for themselves the type of cruise they’ve clicked on, there is a high risk of losing their interest. No one has time for exhaustive travel research, so capturing attention, delivering the right information, and feeding into a customer’s desire as swiftly as possible is key to keeping customers engaged and driving conversion.
TUI Cruises recognized this challenge and invested in Dynamic Yield to tailor its booking website to visitors based on their overall travel preferences, becoming one of the first cruise companies to leverage omnichannel personalization to create a premium, seamless customer journey.
Execution
TUI Cruises’s approach to audience segmentation
Before launching any personalization campaigns, TUI Cruises spent time digging into its customer data to understand how to segment its audiences. During this process, the team came up with three macro categories with distinct preferences and needs: Solo Travelers, Families, and Couples/Empty-Nesters.
Solo Travelers make up 11% of the overall travel market1, and that number has trended upwards in recent years. The team at TUI Cruises looked through its behavioral analysis data and observed that a large portion of this group is made up of millennials, who value a sense of “freedom” and independence with their vacation.
Families have very different preferences and needs. For example, realistic travel times for families are often tied to school and holiday schedules, so a visitor looking for a family trip likely wouldn’t want to browse off-season cruises or solo cabins. Families also value staying entertained, opportunities for bonding time, and clear schedules.
Couples and Empty Nesters comprise a growing portion of the market, as the percentage of adults living without children2 has increased rapidly in recent years. TUI Cruises determined through past data and customer surveys that most non-married or empty-nester couples cited having new experiences and “an adventure together” as important to their holiday time.
By taking the time to pinpoint these macro segments and define the key values for each group, the TUI Cruises team established a robust foundation for personalization. They used these audience segments to build their first campaigns, which addressed the values of each group and targeted the highest-trafficked areas of the site to grab attention and deliver immediate results from personalization.
Serving homepage content based on values
One of the first campaigns TUI Cruises rolled out with Experience OS was different homepage banners and messaging based on audience segments. Travel research is overwhelming, so TUI Cruises wanted to capture attention on the homepage with relevant content.
The team displayed three different types of banners for couples, families, and solo travelers.
This homepage banner is targeted towards couples, containing imagery and messaging that speak to this audience’s values: time alone and an adventure for two.
This homepage banner is targeted toward families, with different imagery and messaging that speak to this audience’s values: time together creating beautiful memories.
Tab title: Solo Travelers
This homepage banner is targeted toward solo travelers, with images and messaging that speak to this audience’s values: an independent experience and time alone to relax and explore the world.
The results from this campaign were positive overall, with the content resonating more strongly with some groups over others. For example, the personalized messaging for couples drove a +48% increase in click through rate for that group, while the personalized messaging for families drove a +253.7% uplift in click rate. Solo travelers drove the most engagement, with a +604.1% uplift in click rate, increasing the number of pages visited by this group by +5.7%. Overall, this campaign drove a +10.3% uplift in add to cart rate across all audience groups.
Re-engaging families versus other visitors
As part of its personalization program, TUI Cruises wanted to explore re-engagement strategies for families, who are the most likely audience segment to spend extensive time researching a cruise. This group makes many trips to the website before booking, and is most likely to get interrupted mid-browsing.
The team already had inactive browser tab messaging that would activate when a visitor had clicked away from the site, but they experimented by changing the messaging specifically for families.
TUI Cruises tested messaging specifically for families on its inactive browser tab, which triggered if a visitor clicked away from the site for a certain period of time.
By replacing the generic re-engagement messaging with family-specific copy, TUI Cruises saw a +28% increase in users from this group at check-out after they clicked back to the site.
Content tailored to booking lead times
In addition to early personalization campaigns based around its macro audience segmentation, the team at TUI Cruises wanted to address booking lead time preferences. They observed two distinct types of travel planners: those that book immediately (within 3 months of the cruise date), and those that book far out (more than 3 months in advance of the cruise date).
The team hypothesized that they could generate more engagement with messaging that speaks to these preferences, so they rolled out banners on the homepage and product listing pages (PLPs) addressing these two types of planners.
In these experiences for customers who prefer to book cruises more than three months in advance, images appear based on regional affinity, and copy speaks to planning ahead and booking for the season.
In these experiences for customers who prefer to book cruises within three months from departure, images appear based on traveler type (in this example, Solo Travelers) and copy speaks to booking today, feeling good tomorrow.
By showing messaging based on a customer’s affinity for booking lead times, TUI Cruises saw an overall +191% increase in click-through rate.
Beyond audiences: automatically serving content based on affinity
While TUI Cruises knows the importance of maintaining its core audience segments, the team’s ultimate goal with personalization is to leverage as many data points as possible to deliver an end-to-end experience tailored to the individual — not just the segment.
In their path to achieving this, the team used Dynamic Yield’s unique Affinity Allocation feature to automatically deliver the most relevant content to the user, resulting in fully customized product discovery pages. In this efficient system, the team simply tags content by affinity (let’s say “Water Excursions” vs. “Fine Dining”). Then the Affinity Allocation feature automatically shows the right content to the individual according to their affinity profile, which updates in real time based on behavior. The result looks like the example below.
In this re-imagined PDP, each section of the page serves different content to the user based on both audience segment and the individual’s affinity and history. The information is automatically sorted by Dynamic Yield to show the visitor the most relevant content first.
Before this, PDPs were information-heavy and overwhelming to the user. By slimming the
page down to the most relevant content based on user preferences, TUI Cruises is able
to quickly show travelers the experiences best suited to them — reducing friction and
increasing likelihood to book.
The future of personalization at TUI Cruises
For TUI Cruises, personalization is just getting started. The team knows that there are endless opportunities for mixing and matching travel preferences to deliver impactful experiences, which has helped them build out their ambitious personalization roadmap. In the near future, the team plans to roll out voyage recommendations on the PLP, taking into consideration a visitor’s booking lead time affinity, preferred travel season, distance of the port relative to the visitor’s location, voyage length, cabin types and price points, and much more. The success of TUI Cruises’s early use cases, made possible by a clear grasp of audience segmentation, has secured buy in for personalization and empowered the team to continue its journey.
The Key Takeaway
A macro-segmentation approach to its key travel audiences gave TUI Cruises the compass for its new personalization program and helped the brand launch to strong results. With a continued focus on understanding audience segments and optimizing content for different types of travelers, TUI Cruises has endless opportunities to deliver a premium, streamlined travel booking experience with personalization, securing relationships with customers for years to come.
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class="nav"></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li><li class="has-dropdown product menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="product" title=""> <a href="">Product</a></li><li class="has-dropdown solutions menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="solutions" title=""> <a href="">Solutions</a></li><li class="has-dropdown why_dy menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="why-dynamic-yield" title="Why DY"> <a href="">Why Dynamic Yield</a></li><li class="has-dropdown company menu-has-cta menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="company" title=""> <a href="">Company</a></li><li class="has-dropdown learning_center menu-has-cta top-link-use-cases menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="learning-center" title=""> <a href="">Learning Center</a></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul></nav><div class="morph-dropdown-wrapper"><div class="dropdown-list"><div class="dropdown-tooltip"></div><ul><li id="product" class="dropdown links"><a href="" class="label">Product</a><div class="content"><ul><li class="intro"><div class="exp_os-wrapper"><h2>Experience OS</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/journey-orchestration/"><svg version="1.1" id="trigger" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 26.017 30" style="enable-background:new 0 0 26.017 30;" xml:space="preserve"><path id="trigger-black" d="M14.017,12h12l-12,18V12z"/><path id="trigger-purple" fill="#5D39B9" d="M12,18H0L12,0V18z"/></svg>Journey Orchestration<span>Reach customers at critical moments</span></a></li><li class="key-caps-abtesting menu-item menu-item-type-custom menu-item-object-custom"><a href="/optimization/"><svg version="1.1" id="testing" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 28.713001 30" style="enable-background:new 0 0 28.713001 30;" xml:space="preserve"><path id="testing-blue" fill="#6BDADA" d="M15.831,0c7.114532,0,12.882001,5.767468,12.882001,12.882S22.945532,25.764,15.831,25.764l0,0V0z"/><path id="testing-black" d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">The Personalization Awards</strong> <span class="menu-cta-subtitle">Celebrating customers and partners setting the gold-standard for personalization</span> <span class="menu-cta-button">Learn more →</span></div></div></a></div></li><li id="company" class="dropdown button"><a href="" class="label">Company</a><div class="content"><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/for-the-world/about-us.html">About us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/blog/">Blog</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/labs/">DY Labs</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/careers/">Careers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://events.dynamicyield.com/">Events</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/news-and-trends/stories.html">Press</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/awards-and-recognitions/">Awards</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/contact/">Contact us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/request-demo/">Request a demo</a></li></ul></div></li><li id="learning-center" class="dropdown links"><a href="" class="label">Learning Center</a><div class="content"><ul><li class="top"><ul class="links-list"><li class="resources-xp hidden-mobile menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learn/">Take your knowledge to exponential levels</a></li><li class="hidden-desktop menu-item menu-item-type-custom menu-item-object-custom"><a href="/learn/">XP<sup>2</sup> Hub<span>Take your knowledge to exponential levels</span></a></li><li class="resources-paths menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths<span>Curated courses on key skill areas</span></a></li><li class="resources-webinars menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/talks/">Talks<span>Engaging discussions taking place in CX</span></a></li><li class="resources-articles menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/articles/">Articles<span>An expansive collection of in-depth playbooks</span></a></li><li class="resources-glossary menu-item menu-item-type-custom menu-item-object-custom"><a href="/glossary-terms/">Encyclopedia<span>A glossary of experience optimization terms</span></a></li><li class="resources-use-cases menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/personalization-examples/">Inspiration Library<span>Personalization examples from real brands</span></a></li><li class="resources-maturity menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/personalization-maturity/"><strong class="badge-new">Personalization Maturity</strong><span>How global businesses prioritize personalization</span></a></li><li class="resources-guides menu-item menu-item-type-custom menu-item-object-custom"><a href="/guides/">Guides & reports<span>Comprehensive topic-specific materials</span></a></li><li class="resources-benchmarks menu-item menu-item-type-custom menu-item-object-custom"><a href="https://marketing.dynamicyield.com/benchmarks/">Benchmarks<span>Industry performance metrics and insights</span></a></li></ul></li><li class="bottom"><a href="/rooted-personalization/" target="_self"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/03/rooted-icon.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">Rooted Personalization<span>new</span></strong> <span class="menu-cta-subtitle">Learn a scalable methodology for building an audience-based personalization program.</span> <span class="menu-cta-button">Find out more →</span></div></div></a></li></ul></div></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul><div class="bg-layer" aria-hidden="true"></div></div></div></li></ul></nav></div><div class="topnav-buttons"><div class="language-switcher header-language-switcher"><ul><li>en<ul><li><a class="active" 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class="elementor-section-wrap"><section class="elementor-element elementor-element-3b6fc730 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="3b6fc730" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-60e6c452 elementor-column elementor-col-100 elementor-top-column" data-id="60e6c452" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-2b626f04 elementor-widget elementor-widget-text-editor" data-id="2b626f04" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-153bb45a case_study_page_header padding-y-0 warehouse_group-header elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="153bb45a" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-298c153b elementor-column elementor-col-100 elementor-top-column" data-id="298c153b" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-53017709 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="53017709" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-35808c1c page_header_text_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="35808c1c" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-5bb562a8 case_study_header_title lamoda elementor-widget elementor-widget-heading" data-id="5bb562a8" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h1 class="elementor-heading-title elementor-size-default">Setting sail with personalization: How TUI Cruises kickstarted success with audience segmentation</h1></div></div><div class="elementor-element elementor-element-368f538c case_study_header_text elementor-widget elementor-widget-text-editor" data-id="368f538c" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">See how this Germany-based cruise line leveraged its travel data to identify key audience segments, providing the foundation for early use cases that drove a +10.3% increase in add-to-cart rate and a +191% uplift in engagement.</div></div></div><div class="elementor-element elementor-element-930f79f download_the_pdf elementor-widget elementor-widget-html" data-id="930f79f" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <a class="pulse-button" target="_blank" href="/tui-case-study/"> Download the PDF <span class="dy-pulse"></span> </a> <span>* Email not necessary to download</span></div></div></div></div></div><div class="elementor-element elementor-element-6ed465b6 page_header_image_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="6ed465b6" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-df46f10 elementor-widget elementor-widget-html" data-id="df46f10" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2024/06/tui-header-image.png" alt="The warehouse group header image" class="ATF" width="389" height="390"></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-f7b99bb elementor-section-full_width elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="f7b99bb" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-8e92923 elementor-column elementor-col-100 elementor-top-column" data-id="8e92923" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div 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elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-1f0ea2f2 elementor-column elementor-col-33 elementor-inner-column" data-id="1f0ea2f2" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-a8142b1 elementor-widget elementor-widget-text-editor" data-id="a8142b1" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">+28%</div></div></div><div class="elementor-element elementor-element-2128190e statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="2128190e" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><strong>increase in users at checkout</strong> from re-engagement messaging targeted to families</div></div></div></div></div></div><div class="elementor-element elementor-element-21a19a11 elementor-column elementor-col-33 elementor-inner-column" data-id="21a19a11" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-3ca83ae elementor-widget elementor-widget-text-editor" data-id="3ca83ae" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">+10.3%</div></div></div><div class="elementor-element elementor-element-5cd069e3 statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="5cd069e3" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><strong>uplift in add to cart rate</strong> from serving homepage content based on audience values</div></div></div></div></div></div><div class="elementor-element elementor-element-3463356c elementor-column elementor-col-33 elementor-inner-column" data-id="3463356c" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-913dadb elementor-widget elementor-widget-text-editor" data-id="913dadb" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">+191%</div></div></div><div class="elementor-element elementor-element-2842e9e4 statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="2842e9e4" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><strong>uplift in click rate</strong> from serving time-sensitive content to customers who prefer shorter lead times</div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-6366b3b0 case_study_introduction_section padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="6366b3b0" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-5e2b0785 elementor-column elementor-col-100 elementor-top-column" data-id="5e2b0785" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-fddeeb7 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="fddeeb7" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-11e14300 elementor-column elementor-col-100 elementor-inner-column" data-id="11e14300" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-337f17d2 introduction_section_title elementor-widget elementor-widget-heading" data-id="337f17d2" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">Introduction</h2></div></div><div class="elementor-element elementor-element-800e042 introduction_section_desc elementor-widget elementor-widget-text-editor" data-id="800e042" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Based in Germany and founded in 2008 as a joint venture with Royal Caribbean Cruises Ltd and TUI AG, <a href="https://www.tui.co.uk/cruise/" target="_blank">TUI Cruises</a> delivers hundreds of worldwide voyages year-round. With so many different types of adventures offered, a challenge for the business is identifying and catering to the diverse preferences of its consumer base.</p><p>When TUI Cruises began its <a href="https://www.dynamicyield.com/article/personalization-guide/" target="_blank">personalization</a> journey with Dynamic Yield in 2022, the team came to the table with a clear vision for its key audience segments, based on known travel data that corresponded to the company’s existing travel packages.</p><p>By anchoring its first personalization campaigns around these audience segments and using them as the springboard for innovation and <a href="https://www.dynamicyield.com/lesson/introduction-to-ab-testing/" target="_blank" rel="noopener">A/B testing</a>, TUI Cruises has proved that when there is a clear vision for <a href="https://www.dynamicyield.com/glossary/macro-segmentation/">macro customer segmentation</a>, even the smallest initial tests can yield big results.</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-16bd4eec padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="16bd4eec" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-30fb958d elementor-column elementor-col-100 elementor-top-column" data-id="30fb958d" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-40539e46 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="40539e46" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-613cc2d0 case_study_client_quote elementor-column elementor-col-100 elementor-inner-column" data-id="613cc2d0" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-372192b b-lazy retina_parent elementor-widget elementor-widget-image" data-id="372192b" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2024/05/TUI-Logo.svg" class="attachment-full size-full" alt="" /></div></div></div><div class="elementor-element elementor-element-45e832cf client_quote_text warehouse_group-text elementor-widget elementor-widget-text-editor" data-id="45e832cf" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>“As a premium cruise company, we are attuned to our clients’ different needs and preferences. There’s a lot to choose from — location, cabins, entertainment — and it will all appeal differently depending if you’re a first-timer, family, couple, etc. Personalization empowers us to act and deliver a truly standout booking and cruise experience tailored to the individual.”</p></div></div></div><div class="elementor-element elementor-element-3f1c1659 client_quote_text_author elementor-widget elementor-widget-text-editor" data-id="3f1c1659" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">– Özgür Turhan, Head of eCommerce & DTC, TUI Cruises</div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-85a7dc1 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="85a7dc1" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-0b706ff case_study_client_quote elementor-column elementor-col-100 elementor-inner-column" data-id="0b706ff" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-eb5b22c b-lazy retina_parent elementor-widget elementor-widget-image" data-id="eb5b22c" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2024/05/TUI-Logo.svg" class="attachment-full size-full" alt="" /></div></div></div><div class="elementor-element elementor-element-43ad394 client_quote_text warehouse_group-text elementor-widget elementor-widget-text-editor" data-id="43ad394" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">“Dynamic Yield is a powerful tool to help us achieve the items on our roadmap. We’re able to deliver a smoother, easier booking experience and help customers find their ideal cruise faster.”</div></div></div><div class="elementor-element elementor-element-3bda832 client_quote_text_author elementor-widget elementor-widget-text-editor" data-id="3bda832" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">– Ulrike Pomaska, Project Delivery Management, TUI Cruises</div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-541a5290 case_study_challenge padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="541a5290" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-239c7c73 elementor-column elementor-col-100 elementor-top-column" data-id="239c7c73" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-41e30f7b challenge_mobile_wrap_reverse elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="41e30f7b" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-fce098b case_study_challenge_image_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="fce098b" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-5a6d352 elementor-widget elementor-widget-html" data-id="5a6d352" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <img decoding="async" class="retina_image attachment-large size-large b-lazy" src="/wp-content/uploads/2017/09/tinygif.gif" sizes="(max-width: 506px, max-height: 728px) 100vw, 506px 728px" data-src="/wp-content/uploads/2024/05/challenge-image.png" /></div></div></div></div></div><div class="elementor-element elementor-element-350baf9e case_study_challenge_text_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="350baf9e" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-69bec5f6 challenge_title elementor-widget elementor-widget-heading" data-id="69bec5f6" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Challenge</h2></div></div><div class="elementor-element elementor-element-2746364 challenge_list elementor-widget elementor-widget-text-editor" data-id="2746364" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>When it comes to travel, differences amongst consumers are not only obvious, but addressing them is critical to <a href="https://www.dynamicyield.com/lesson/cro-plan/" target="_blank" rel="noopener">conversion rate optimization</a>. A family looking for bonding time together won’t want to book a cruise meant for couples, and a solo traveler looking for maximum relaxation time won’t want a voyage meant for children.</p><p>However, when the consumer must discern for themselves the type of cruise they’ve clicked on, there is a high risk of losing their interest. No one has time for exhaustive travel research, so capturing attention, delivering the right information, and feeding into a customer’s desire as swiftly as possible is key to keeping customers engaged and driving conversion.</p><p>TUI Cruises recognized this challenge and invested in Dynamic Yield to tailor its booking website to visitors based on their overall travel preferences, becoming one of the first cruise companies to leverage <a href="https://www.dynamicyield.com/lesson/strategizing-omnichannel-personalization/" target="_blank">omnichannel personalization</a> to create a premium, seamless customer journey.</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-43c326c9 case_study_execution_section elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="43c326c9" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-de40279 elementor-column elementor-col-100 elementor-top-column" data-id="de40279" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-7378b2b2 execution_title elementor-widget elementor-widget-heading" data-id="7378b2b2" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">Execution</h2></div></div><section class="elementor-element elementor-element-ddab2c8 case_study_execution_row_1 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="ddab2c8" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-6016a6a elementor-column elementor-col-100 elementor-inner-column" data-id="6016a6a" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-0c10bd4 execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="0c10bd4" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">TUI Cruises’s approach to audience segmentation</div></div></div><div class="elementor-element elementor-element-27b98cd execution_text elementor-widget elementor-widget-text-editor" data-id="27b98cd" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Before launching any personalization campaigns, TUI Cruises spent time digging into its customer data to understand how to segment its audiences. During this process, the team came up with three macro categories with distinct preferences and needs: Solo Travelers, Families, and Couples/Empty-Nesters.</p><p>Solo Travelers make up 11% of the overall travel market<sup><a href="https://www.condorferries.co.uk/solo-travel-statistics" target="_blank" rel="noopener">1</a></sup>, and that number has trended upwards in recent years. The team at TUI Cruises looked through its behavioral analysis data and observed that a large portion of this group is made up of millennials, who value a sense of “freedom” and independence with their vacation.</p><p>Families have very different preferences and needs. For example, realistic travel times for families are often tied to school and holiday schedules, so a visitor looking for a family trip likely wouldn’t want to browse off-season cruises or solo cabins. Families also value staying entertained, opportunities for bonding time, and clear schedules.</p><p>Couples and Empty Nesters comprise a growing portion of the market, as the percentage of adults living without children<sup><a href="https://www.census.gov/library/stories/2017/08/more-adults-living-without-children.html" target="_blank" rel="noopener">2</a></sup> has increased rapidly in recent years. TUI Cruises determined through past data and customer surveys that most non-married or empty-nester couples cited having new experiences and “an adventure together” as important to their holiday time.</p><p>By taking the time to pinpoint these macro segments and define the key values for each group, the TUI Cruises team established a robust foundation for personalization. They used these audience segments to build their first campaigns, which addressed the values of each group and targeted the highest-trafficked areas of the site to grab attention and deliver immediate results from personalization.</p></div></div></div><div class="elementor-element elementor-element-729c84e execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="729c84e" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Serving homepage content based on values</div></div></div><div class="elementor-element elementor-element-3d7fddd execution_text elementor-widget elementor-widget-text-editor" data-id="3d7fddd" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>One of the first campaigns TUI Cruises rolled out with Experience OS was different homepage banners and messaging based on audience segments. Travel research is overwhelming, so TUI Cruises wanted to capture attention on the homepage with relevant content.</p><p>The team displayed three different types of banners for couples, families, and solo travelers.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-40319f8 elementor-section-content-top case_study_execution_row_1 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="40319f8" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-294c0b7 column-side-padding40 elementor-column elementor-col-33 elementor-inner-column" data-id="294c0b7" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-51dcf87 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="51dcf87" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><i>Tab title: Couples</i></div></div></div><div class="elementor-element elementor-element-0a3960e retina_parent elementor-widget elementor-widget-image" data-id="0a3960e" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <img decoding="async" width="341" height="599" src="https://www.dynamicyield.com/wp-content/uploads/2024/05/cs-tui-01.png" class="attachment-full size-full" alt="" /></div></div></div><div class="elementor-element elementor-element-af0c9ea warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="af0c9ea" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -20px auto 20px auto;"><i>This homepage banner is targeted towards couples, containing imagery and messaging that speak to this audience’s values: time alone and an adventure for two.</i></div></div></div></div></div></div></div><div class="elementor-element elementor-element-aefc77e column-side-padding40 elementor-column elementor-col-33 elementor-inner-column" data-id="aefc77e" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-2e05771 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="2e05771" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><i>Tab title: Families</i></div></div></div><div class="elementor-element elementor-element-c972fc9 retina_parent elementor-widget elementor-widget-image" data-id="c972fc9" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <img decoding="async" width="341" height="598" src="https://www.dynamicyield.com/wp-content/uploads/2024/06/cs-tui-img-2.png" class="attachment-full size-full" alt="" /></div></div></div><div class="elementor-element elementor-element-1c9dc05 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="1c9dc05" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -20px auto 20px auto;"><i>This homepage banner is targeted toward families, with different imagery and messaging that speak to this audience’s values: time together creating beautiful memories.</i></div></div></div></div></div></div></div><div class="elementor-element elementor-element-eb15aa1 column-side-padding40 elementor-column elementor-col-33 elementor-inner-column" data-id="eb15aa1" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-12243c6 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="12243c6" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><i>Tab title: Solo Travelers</i></div></div></div><div class="elementor-element elementor-element-30033d9 retina_parent elementor-widget elementor-widget-image" data-id="30033d9" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <img loading="lazy" decoding="async" width="341" height="598" src="https://www.dynamicyield.com/wp-content/uploads/2024/06/cs-tui-img-3.png" class="attachment-full size-full" alt="" /></div></div></div><div class="elementor-element elementor-element-d14d6c9 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="d14d6c9" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -20px auto 20px auto;"><i>This homepage banner is targeted toward solo travelers, with images and messaging that speak to this audience’s values: an independent experience and time alone to relax and explore the world.</i></div></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-ce852d6 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="ce852d6" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-d00d727 elementor-column elementor-col-100 elementor-inner-column" data-id="d00d727" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-fee160a execution_text elementor-widget elementor-widget-text-editor" data-id="fee160a" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>The results from this campaign were positive overall, with the content resonating more strongly with some groups over others. For example, the personalized messaging for couples drove a <strong>+48% increase</strong> in click through rate for that group, while the personalized messaging for families drove a <strong>+253.7% uplift</strong> in click rate. Solo travelers drove the most engagement, with a <strong>+604.1% uplift</strong> in click rate, increasing the number of pages visited by this group by <strong>+5.7%</strong>. Overall, this campaign drove a <strong>+10.3% uplift</strong> in add to cart rate across all audience groups.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-cb9422c elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="cb9422c" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-846e92e elementor-column elementor-col-100 elementor-inner-column" data-id="846e92e" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-00346dc execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="00346dc" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Re-engaging families versus other visitors</div></div></div><div class="elementor-element elementor-element-e204395 execution_text elementor-widget elementor-widget-text-editor" data-id="e204395" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>As part of its personalization program, TUI Cruises wanted to explore re-engagement strategies for families, who are the most likely audience segment to spend extensive time researching a cruise. This group makes many trips to the website before booking, and is most likely to get interrupted mid-browsing.</p><p>The team already had inactive browser tab messaging that would activate when a visitor had clicked away from the site, but they experimented by changing the messaging specifically for families.</p></div></div></div><div class="elementor-element elementor-element-444750e b-lazy elementor-widget elementor-widget-image" data-id="444750e" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <img loading="lazy" decoding="async" width="1480" height="986" src="https://www.dynamicyield.com/wp-content/uploads/2024/07/GIFv2-speed.gif" class="attachment-full size-full" alt="" /></div></div></div><div class="elementor-element elementor-element-6be9555 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="6be9555" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: 0px auto 0px auto;"><i>TUI Cruises tested messaging specifically for families on its inactive browser tab, which triggered if a visitor clicked away from the site for a certain period of time.</i></div></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-743f488 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="743f488" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-04aa7f6 elementor-column elementor-col-100 elementor-inner-column" data-id="04aa7f6" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-7df6561 execution_text elementor-widget elementor-widget-text-editor" data-id="7df6561" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>By replacing the generic re-engagement messaging with family-specific copy, TUI Cruises saw a <strong>+28% increase in users from this group at check-out</strong> after they clicked back to the site.</p></div></div></div><div class="elementor-element elementor-element-158a98d execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="158a98d" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Content tailored to booking lead times</div></div></div><div class="elementor-element elementor-element-c599835 execution_text elementor-widget elementor-widget-text-editor" data-id="c599835" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>In addition to early personalization campaigns based around its macro audience segmentation, the team at TUI Cruises wanted to address booking lead time preferences. They observed two distinct types of travel planners: those that book immediately (within 3 months of the cruise date), and those that book far out (more than 3 months in advance of the cruise date).</p><p>The team hypothesized that they could generate more engagement with messaging that speaks to these preferences, so they rolled out banners on the homepage and <a href="https://www.dynamicyield.com/glossary/product-listing-pages-plps/" target="_blank">product listing pages (PLPs)</a> addressing these two types of planners.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-527b68a elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="527b68a" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-e941dff elementor-column elementor-col-50 elementor-inner-column" data-id="e941dff" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-0524a73 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="0524a73" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <img loading="lazy" decoding="async" width="740" height="494" src="https://www.dynamicyield.com/wp-content/uploads/2024/05/cs-tui-04.png" class="attachment-full size-full" alt="" /></div></div></div><div class="elementor-element elementor-element-ebfa040 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="ebfa040" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -5px auto 0px auto;"><i>In these experiences for customers who prefer to book cruises more than three months in advance, images appear based on regional affinity, and copy speaks to planning ahead and booking for the season.</i></div></div></div></div></div></div></div><div class="elementor-element elementor-element-77d8171 elementor-column elementor-col-50 elementor-inner-column" data-id="77d8171" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-b3e3147 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="b3e3147" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <img loading="lazy" decoding="async" width="740" height="494" src="https://www.dynamicyield.com/wp-content/uploads/2024/05/cs-tui-05.png" class="attachment-full size-full" alt="" /></div></div></div><div class="elementor-element elementor-element-fe9b39d warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="fe9b39d" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -5px auto 0px auto;"><i>In these experiences for customers who prefer to book cruises within three months from departure, images appear based on traveler type (in this example, Solo Travelers) and copy speaks to booking today, feeling good tomorrow.</i></div></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-fe49f55 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="fe49f55" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-a9ac31a elementor-column elementor-col-100 elementor-inner-column" data-id="a9ac31a" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-62214f3 execution_text elementor-widget elementor-widget-text-editor" data-id="62214f3" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>By showing messaging based on a customer’s affinity for booking lead times, TUI Cruises saw an overall <strong>+191% increase</strong> in click-through rate.</p></div></div></div><div class="elementor-element elementor-element-00c6b58 execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="00c6b58" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Beyond audiences: automatically serving content based on affinity</div></div></div><div class="elementor-element elementor-element-c8cf720 execution_text elementor-widget elementor-widget-text-editor" data-id="c8cf720" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>While TUI Cruises knows the importance of maintaining its core audience segments, the team’s ultimate goal with personalization is to leverage as many data points as possible to deliver an end-to-end experience tailored to the individual — not just the segment.</p><p>In their path to achieving this, the team used Dynamic Yield’s unique Affinity Allocation feature to automatically deliver the most relevant content to the user, resulting in fully customized product discovery pages. In this efficient system, the team simply tags content by affinity (let’s say “Water Excursions” vs. “Fine Dining”). Then the Affinity Allocation feature automatically shows the right content to the individual according to their affinity profile, which updates in real time based on behavior. The result looks like the example below.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-5e2d634 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="5e2d634" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-b91ada0 elementor-column elementor-col-100 elementor-inner-column" data-id="b91ada0" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-cb581dd b-lazy retina_parent elementor-widget elementor-widget-image" data-id="cb581dd" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <img loading="lazy" decoding="async" width="740" height="468" src="https://www.dynamicyield.com/wp-content/uploads/2024/07/cs-tui-05.png" class="attachment-full size-full" alt="" /></div></div></div><div class="elementor-element elementor-element-36082e8 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="36082e8" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px; max-width: 600px; margin: 0 auto;"><i>In this re-imagined PDP, each section of the page serves different content to the user based on both audience segment and the individual’s affinity and history. The information is automatically sorted by Dynamic Yield to show the visitor the most relevant content first.</i></div></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-5395f53 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="5395f53" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-de3cd79 elementor-column elementor-col-100 elementor-inner-column" data-id="de3cd79" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-773c524 execution_text elementor-widget elementor-widget-text-editor" data-id="773c524" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Before this, PDPs were information-heavy and overwhelming to the user. By slimming the
page down to the most relevant content based on user preferences, TUI Cruises is able
to quickly show travelers the experiences best suited to them — reducing friction and
increasing likelihood to book.</div></div></div><div class="elementor-element elementor-element-ec73d39 execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="ec73d39" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">The future of personalization at TUI Cruises</div></div></div><div class="elementor-element elementor-element-884e9a2 execution_text elementor-widget elementor-widget-text-editor" data-id="884e9a2" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>For TUI Cruises, personalization is just getting started. The team knows that there are endless opportunities for mixing and matching travel preferences to deliver impactful experiences, which has helped them build out their ambitious personalization roadmap. In the near future, the team plans to roll out voyage <a href="https://www.dynamicyield.com/lesson/product-recommendations-guide/" target="_blank" rel="noopener">recommendations</a> on the PLP, taking into consideration a visitor’s booking lead time affinity, preferred travel season, distance of the port relative to the visitor’s location, voyage length, cabin types and price points, and much more. The success of TUI Cruises’s early use cases, made possible by a clear grasp of audience segmentation, has secured buy in for personalization and empowered the team to continue its journey.</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-5d91821b case_study_takeaway padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="5d91821b" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-1c34ca81 elementor-column elementor-col-100 elementor-top-column" data-id="1c34ca81" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-5eaf934b elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="5eaf934b" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-75b70453 elementor-column elementor-col-100 elementor-inner-column" data-id="75b70453" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-1cceb629 takeaway_title elementor-widget elementor-widget-heading" data-id="1cceb629" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Key Takeaway</h2></div></div><div class="elementor-element elementor-element-5a8075b5 takeaway_text elementor-widget elementor-widget-text-editor" data-id="5a8075b5" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>A macro-segmentation approach to its key travel audiences gave TUI Cruises the compass for its new personalization program and helped the brand launch to strong results. With a continued focus on understanding audience segments and optimizing content for different types of travelers, TUI Cruises has endless opportunities to deliver a premium, streamlined travel booking experience with personalization, securing relationships with customers for years to come.</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-8f67581 case_study_takeaway padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="8f67581" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-4e18afa elementor-column elementor-col-100 elementor-top-column" data-id="4e18afa" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-4701370 get_your_demo elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="4701370" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-ac29474 elementor-column elementor-col-100 elementor-inner-column" data-id="ac29474" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-e410281 get_your_demo_title elementor-widget elementor-widget-heading" data-id="e410281" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">GET YOUR DEMO</h2></div></div><div class="elementor-element elementor-element-0cf0a48 elementor-widget elementor-widget-html" data-id="0cf0a48" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <script src="//pages.dynamicyield.com/js/forms2/js/forms2.min.js"></script> <div id="cs-form-wrapper"><form id="mktoForm_3739"></form> <script>MktoForms2.loadForm("//pages.dynamicyield.com", "386-GHP-185", 3739, function(form) {
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