Challenge
Two key challenges for this property include its location mix and seasonality. Relying on revenue from the domestic, short-haul, and long-haul markets means constant strategy changes. Alongside this, having two clear seasons, the winter ski season and summer holidays, means varied targeting and exact clear messaging is essential.
Approach
International targeting: We analysed past data and market trends to launch a global prospecting, retargeting and A/B test strategy. Translations: We identified the four key languages for our highest revenue-generating markets – English, German, French, and Italian – and launched Brand and Discover y campaigns across both platforms in each language. Detailed targeting: We ran detailed targeting across personas and travel trends, covering ever ything from pro winter skiers, to families looking for relaxed summer vacations. Seasonal transitions: Recommended and implemented a phased approach to transitioning across seasons, factoring in lead-times, booking habits, and personas across locations.
Results
This has been a long-term strateg y, with continual growth in booking performance. Successful implementation of digital strategies supported 51% yearly growth for the website direct channel in 2024 vs 2023; with 2025 currently pacing at a further 35% increase. For the same period, Google Ads saw growth of 31%, with 2025 to date showing further revenue growth of 62%.