Audience insights for a sustainable tour operator.
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.
Our approach
We set out to strengthen Aracari’s digital reach by understanding exactly who their ideal travellers are and what truly motivates them. Through focused audience analysis and customer insight, we clarified the profile of high-end, culturally curious travellers and how best to engage them. From there, we refined the brand’s positioning and sharpened messaging to better highlight Aracari’s bespoke, immersive experiences. The result is a clear, insight-driven strategy designed to grow direct bookings with the right kind of customer.
The results
The project delivered a clearly defined and refined brand positioning, underpinned by a robust audience strategy that aligned messaging with the motivations of high-value travellers.
Through in-depth analysis and strategic planning, new market opportunities were identified and activated, enabling the brand to expand its reach with greater precision and confidence. Data-led insights also informed improvements to the overall customer journey, enhancing both relevance and user experience across digital touchpoints.
From an SEO perspective, the impact was significant. Page-one search rankings drove an 80% increase in website traffic and a 70% uplift in enquiries, directly supporting the growth of high-quality, direct bookings.
In parallel, comprehensive upskilling and training were delivered to the internal team, ensuring long-term capability and sustainable performance beyond the initial campaign period.