Kickstarting bespoke travel excursions with premium brand experiences

Audley Travel needed scalable new customer acquisition, with a focus on identifying high-value prospects in a competitive luxury travel market.

With Epsilon, Audley Travel was able to prove:

21:1

ROAS

Improved CPA

20%

Higher booking values

Two brochures, the front dark blue with "Audley Travel" and "Find your moment" over an aerial view of a town by water with sky lanterns, the back green and white.

SOLUTION

Audley’s first-party data was used to build scalable, affluent lookalike audiences from transaction data within the Abacus Alliance alongside lifestyle, demographic and behavioural signals.

Direct mail was chosen for cut-through and tangible brand experience.

Trust and consideration was built among net new audiences during Audley’s peak booking periods.

ROAS was reported by matching the mailed audience with booking data.

Inside a large electronics store with customers browsing aisles of cameras and other gadgets. Prominent purple signs read "Business hub," "Upstairs... Cooking," and "Microsoft." Overlay graphics include a shopping bag icon and an "OPEN" sign.

RESULTS

Campaigns delivered a CPA at a quarter of previous paid media benchmarks. By reaching prospective travellers earlier in their planning journey and reinforcing engagement during key booking periods, the strategy created a more effective path from awareness to booking.

Performance gains were accompanied by higher-value outcomes, with average booking values 10-20% higher than other media channels. The strength of the results exceeded expectations and demonstrated clear potential to scale acquisition activity further as demand grows.

The results speak for themselves for the activity. Working with Epsilon through our testing and scaling phase was frictionless. They aligned with our goals and helped us achieve exactly what we set out to do.

Ben Lines, Head of Client Acquisition, Audley Travel

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