European Travel Agency Network
A travel agency network operating across Sweden and Europe
Context
About this project
This European travel agency network was looking to grow their digital presence and needed a structured strategy to guide their marketing investments. Without a clear framework connecting marketing activity to business goals, spend was being spread thin and results were hard to attribute. They needed both a diagnosis of their current situation and a forward-looking plan.
Challenge
The challenge
- No documented marketing strategy, decisions were reactive rather than planned
- Multiple potential channels with no clear prioritisation framework
- Competitive landscape in travel is crowded, making differentiation critical
- Unclear which customer segments were most valuable and how to reach them
- Existing digital presence lacked consistent positioning and messaging
Approach
What I did
- 1
Situational analysis
Reviewed their existing digital presence, website, social channels, any available performance data. Mapped out the competitive landscape for travel agencies in Sweden and key European markets, identifying where the opportunity space was.
- 2
Customer and segment research
Developed customer segment profiles based on travel intent categories, leisure travellers, business travellers, group bookings, and niche holiday seekers. For each segment, mapped the typical decision journey and the channels most relevant at each stage.
- 3
Channel mix strategy
Built a prioritised channel mix covering SEO (long-tail destination content), paid search (high-intent queries), social media (inspiration and brand awareness), and email (nurture and repeat bookings). Allocated strategic priority based on effort-to-return ratio.
- 4
Content and messaging direction
Developed a content direction framework, core brand messages, content themes, and example formats for each channel. Included editorial guidelines to ensure consistency across markets.
- 5
Roadmap and KPI framework
Delivered a phased 12-month marketing roadmap with quarterly milestones, and defined a KPI framework with leading and lagging indicators for each strategic initiative.
Results
Outcome
- Comprehensive marketing strategy proposal delivered for stakeholder review and approval
- Clear channel prioritisation framework replacing ad-hoc decisions
- Defined customer segments with matched messaging and channel recommendations
- 12-month phased roadmap with milestones and KPIs
- Content direction guide for consistent brand voice across markets
Key takeaways
- Strategy work is most valuable when it's specific enough to drive decisions, not just describe aspirations
- In competitive sectors like travel, channel differentiation often matters more than channel coverage
- A KPI framework built alongside the strategy ensures that execution stays connected to business goals
Project summary
- Category
- Marketing Strategy
- Tools used
- Marketing StrategyCompetitive ResearchChannel Planning
- Outcome
- Full strategy proposal delivered for stakeholder review
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