Target customers: Adventure-seeking 40+ year olds
Since launching in 1981 with only six tours in a four-page brochure, Explore has grown to offer over 500 trips; from classic ‘discovery’ group tours, solo traveller holidays and active family adventures, to walking holidays, cycling trips and even self-guided options.
Due to Explore’s product offering, adventure style/ tour operated holidays, the brand had a high volume of enquiries to their call centre. Often the trip details were more complex to manage, which meant that the consumer, particularly those new to the brand, preferred to speak to someone in order to complete the booking. There were also certain tours that you could only book over the phone and not on site.
This meant there was risk of sales leakage from the affiliate channel; from consumers starting their user journey on an affiliate site but booking over the phone. Therefore, tracking the customer journey from online to phone call to attribute bookings to the affiliate channel was absolutely essential.