The travel industry ground to a halt back in early 2020 as countries went into lockdown. For On the Beach – a UK-based travel retailer specialising in holidays to Europe – this meant an immediate change in strategy.

How could it continue to engage consumers, without the ability to sell its core product?

Adam Zullo, CRM Manager at On the Beach, recently spoke at the Festival of Marketing about this topic, offering insight into how pivoting to ‘anti-trends’ has helped the online travel agent (OTA) to re-ignite customer engagement during the past 18 months.