We were appointed by the Holiday Cottages Group as CRM specialists to help spread their demand from peak to shoulder and off-peak periods.
Like many holiday companies with high numbers of school aged families, there is always a high level of over subscription for school holiday periods and not enough for shoulder and off-peak periods.
Over the period of 5 years, we worked with them to mine their database and to optimise their shoulder and off-peak booking periods by understanding booking patterns aligned to customer characteristics and holiday profiles – creating a form of segmentation that allowed us to get ahead of the curve by re-calibrating the pricing and holiday periods and actively targeting customers with appropriate messages, to offer relevant holiday types or timeframes that best suited a customer profile or budget.