Better leads and higher conversion with data-driven marketing and targeting

For many years, AlfA Travel managed its marketing in-house, but with increasing complexity in tracking, advertising, and lead generation, it was time for a new strategy. With support from MCB’s marketing team, AlfA Travel shifted its focus from broad advertising to a more targeted and data-driven approach. The result is fewer but more relevant leads, a higher conversion rate, and a stronger digital presence.

From manual handling to a sharper digital strategy.

AlfA Travel has built a strong business over the years, based on expert guidance and tailored travel experiences.

Their marketing was previously handled in-house with success, but increasingly complex digital requirements made it difficult to maintain results. Changes in tracking and advertising platforms, in particular, posed challenges, and the existing strategy was no longer sufficient to ensure a steady flow of qualified leads.

To strengthen its position and improve lead quality, AlfA Travel partnered with MCB’s marketing team. Through a more targeted marketing approach - including advanced tracking, segmented advertising, and strategic email flows - AlfA Travel now has a far more precise and effective setup.

A niche business requires a niche strategy

As specialists in tailor-made group travel, AlfA Travel has a unique target audience that differs from the typical travel customer. Many standard digital marketing solutions are not designed for this type of business, where the decision-making process is longer and customer needs vary depending on travel type, destination, and group purpose.

This made it crucial to move away from generic marketing approaches and instead focus on niche-based targeting.

This includes:

Server-side tracking: To improve data quality and ensure accurate conversion measurement, server-side tracking has been implemented. This reduces data loss caused by browser restrictions and provides a more accurate view of ad performance.
Advanced ad targeting: Previously, Google Ads campaigns were primarily managed by automated algorithms. However, since AlfA Travel operates in a niche market, a manual approach was necessary. Custom ads are now in place, reducing waste and increasing campaign relevance.
Segmented email flows: With ActiveCampaign, automated email flows have been developed to match the customer decision-making process. From initial interest to booking, leads receive relevant content based on where they are in their travel planning. Additionally, service flows have been implemented to enhance the customer experience after booking.
Manual social media targeting: AlfA Travel previously had limited focus on social media, but the new strategy has introduced a more structured approach. Through targeted video campaigns and retargeting, they now reach relevant audiences at different stages of the customer journey. Automated algorithms have proven ineffective in this niche, so campaigns are manually optimized to ensure the right exposure.
Lead generation via Sleeknote: To increase the number of qualified leads, conversion-optimized pop-ups have been implemented, offering potential customers valuable content—such as a guide to planning study trips. These leads are then nurtured through automated email flows.

A key part of the strategy also involves a stronger focus on inbound marketing, attracting leads through relevant content. This approach has made AlfA Travel’s marketing more precise and targeted while also optimizing workflows.

Maintaining a consistent brand message across all platforms ensures that customers experience a unified and professional communication style - building trust and increasing conversion rates.

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We have previously collaborated with MCB, so returning was a natural decision.

For us, it’s not just about results but also about relationships and trust. We can’t be experts in every marketing discipline ourselves, which is why it’s crucial to work with specialists we trust. With MCB, we feel confident that they understand our business and always act in our best interest. We never doubt that the decisions made are well thought out and that our time is used efficiently on initiatives that create real value.

Having a more targeted approach to our digital marketing has made a real difference. At the same time, we now have a flexible collaboration model that allows us to adjust efforts as needed - giving us the peace of mind to focus on what we do best: creating unique travel experiences.

JEANETTE STAUN

Co-owner and Marketing Manager at AlfA Travel

A strategy in constant development

The collaboration between AlfA Travel and MCB has not only been about implementing new digital initiatives - it has also been an ongoing process of learning, adjustment, and optimization. The initial results show a more targeted marketing approach, generating fewer but more relevant leads and a higher conversion rate.

There are still areas to develop. The SEO strategy is still in its early stages, and efforts to optimize email flows continue to create even more value throughout the customer journey. At the same time, tracking and ad optimization will be continuously fine-tuned to ensure that AlfA Travel remains competitive in a market where digital trends and customer behavior evolve rapidly.

With a flexible collaboration model and a strategic marketing approach, AlfA Travel is well-equipped for the future. The focus is now on further developing existing efforts, refining processes, and ensuring that digital solutions support the company’s growth objectives.

Who is AlfA Travel?

AlfA Travel specializes in tailor-made group trips for schools, businesses, associations, and sports clubs. With more than 25 years of experience and a strong network of local partners across Europe, they ensure safe and well-planned travel experiences. Based in Holstebro, AlfA Travel consists of a dedicated team of 22 employees, all highly experienced in travel planning and consulting.

The company offers complete package solutions, including transport and accommodation, but places great emphasis on personalized consulting and customized travel programs tailored to customer needs. For schools, this means educational activities, while businesses often seek team-building and conference trips. Sports groups have entirely different requirements, and AlfA Travel’s strong local connections ensure they can find the right facilities and accommodations for any type of trip.

Unlike traditional travel agencies, AlfA Travel does not offer online booking. Each trip is individually customized, and all customers receive a personalized offer based on their specific requests. This places unique demands on marketing, where trust, expertise, and personal consultation are key factors. That’s why AlfA Travel has chosen to optimize its digital strategy - to ensure they reach the right customers with the right messages.