With millions of possible combinations of destinations, trip types, booking periods, and customer profiles, TUI France’s CRM teams were facing increasing complexity. Manual segmentations kept multiplying to the point where it became difficultto identify the right audiences and the most relevant content to promote.

Thanks to the predictive audiences from Splio, TUI France has replaced its blanket campaigns with unique targeting. Each communication is now directed at the customers most likely to be interested in the featured offer, thereby generating greater engagement with its newsletters: an increase in the unique open rate and unique click-through rate, combined with a decrease in the unsubscribe rate.

Faced with an increasing number of manual segmentations, the lack of a consolidated view of campaigns, and the difficulty of managing the marketing pressure exerted on each customer, the teams at TUI France had to cope with a fragmented management. A time-consuming process that limited their ability to effectively orchestrate their CRM strategy.

Using the Splio Predictive AI platform to manage its CRM operations, TUI France has centralized its entire campaign plan within a shared, interactive calendar, providing one-click access to each communication and a well-organized, week-by-week overview. Teams now benefit from simplified management, with direct access to the product catalog to search for offers based on specific criteria (duration, destination, number of passengers, etc.) and a marketing pressure gauge to adjust their campaigns. This has resulted in significant operational time savings and greater control over CRM strategy on a day-to-day basis.