TUI Travel has revealed that one of its brands increased online revenue by 30% month-on-month after tracking customers across both online and offline channels.

Over 100 global businesses sit within its Specialist and Activity Sector, which creates bespoke adventure holidays and educational tours.

Due to the nature of these trips, they often involve complex travel itineraries and prolonged purchasing decisions. 

As such, customers frequently call the TUI’s travel consultants as well as researching details online.

The TUI Specialist and Activity Sector also has a number of non-transactional websites that require customers to provide a phone number in order to book their holiday.

As a result, it faced difficulties in tracking the customer journey and acquisition across multiple touchpoints. 

The company worked with AdInsight Clarity to place a small piece of code on each website that displayed a unique telephone number to each concurrent visitor on the site at any time.

This number provided each customer with a unique identifier so TUI could track them as they navigated the website and when they called to ask for details or book.

The brand additionally captured caller-specific data that helped turn insight into acquisiton:

  • Caller Location: TUI was able to identify where incoming calls to the business were originating from using STD code data; which allows it to create regional, targeted offers based on demand, both online and offline.
  • Visitor History: TUI tracked how visitors found the website, the pages they viewed and how often they returned. It was also able to see the exact page that a caller was looking at when they made a call. TUI could then improve the customer journey by identifying ‘problem pages’ that were causing customers to abandon their online purchase and make a phone call instead.
  • Call Over Time: TUI reviewed staffing needs based on call volumes and patterns. It also identified the need to change misleading ‘out of hours’ answer machine messages and follow up any missed calls via email alerts sent directly to their sales teams.
  • Call Log: TUI analysed records of every call in real time, including campaign and traffic source information, search phrases used and whether the call resulted in a lead or sale.
  • Keyword Report: Finally, TUI tracked which keywords were generating phone calls. Generic keywords such as ‘Adventure Holidays’, previously thought to be low-converting and ineffective, actually generated telephone calls and offline sales.

TUI said that the combination of these processes allowed one of its brands to increase online revenue by 30% month-on-month by “refining campaigns, keywords and other online media". 

Another TUI brand additionally reduced its paid search cost per lead by nearly 50% month-on-month, which allowed it to increase spend and visibility in other areas.

TUI Travel paid search manager Jo Bradbury said previously customers that booked holidays over the phone disappeared off the online radar, and the company was not able to track them.

We had little idea where they came from, the path they took to get to us, or indeed whether they were responding to a particular ad."

Attribution proved to be a hot topic at Econsultancy's Digital Cream 2012, which you can read a summary of here.

David Moth

Published 2 April, 2012 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (2)


James Overby

Excellent info! My only question is this:
"The company worked with AdInsight Clarity to place a small piece of code on each website that displayed a unique telephone number to each concurrent visitor on the site at any time."

So you are telling me that if they have 5000 unique visitors to the website per day, then maybe 100 of them were "concurrent" visitors. Then that is 100 generated phone numbers? That seems quite resource heavy, no? Or maybe I missed something. :)

over 6 years ago



Hi James, the short answer to your question in yes. If there were 100 concurrent visitors on the website you would need 100 phone numbers to track them. However, in reality the majority of websites have far less than this. Another way to look at this is if there were 5000 people on the website each day, they would hopefully be calling the phone numbers and generating thousands of calls every month and so these numbers are not being wasted.

over 6 years ago

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