The challenge
A single nurture sequence for everyone, regardless of fare class or travel intent. Conversion plateaued and lifecycle metrics drifted.
Our approach
Modeled propensity-to-book, propensity-to-upsell, and churn risk from on-site events plus past bookings. Wired the segments into the existing lifecycle tool. Iterated weekly with the growth team.
The outcome
+22% booking conversion on warm traffic, +9% 6-month retention, and a marketing team that ships campaign variants in days, not sprints.