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 result
- Clear, refined brand positioning and audience strategy
- New market opportunities identified and activated
- Improved customer experience driven by data-led insights
- Page-one search rankings delivering 80% traffic growth and a 70% increase in enquiries
- Full upskilling and training delivered to the team