The Challenge
The challenge for Aracari Travel, a pioneer in luxury sustainable travel in South America, was to expand its customer base and promote culturally immersive tours through digital channels. Despite their success with agents, the brand struggled to attract the right audience for direct bookings, as inquiries often didn't align with their offerings, with some seeking group tours or having budget constraints. Aracari needed to refine its marketing strategy to better target and attract its ideal clientele.
The result
- Brand positioning refined
- Audience models created, based on ideal customers
- Identified new, untapped opportunities
- Insight led to a highly curated customer experience
- Improved website and social engagement